UAlbany|Case Study
Driving Graduate Program Awareness with Pandora Advertising
Objective | The University at Albany sought to enhance brand awareness and increase inquiries for its graduate programs. The campaign aimed to target prospective students aged 21-44, particularly college graduates in the Albany-Schenectady-Troy area, through high-impact digital audio and display ads.
Strategy
To effectively reach the target demographic, a multi-channel approach was implemented on Pandora, leveraging:
Audio Everywhere Ads: 30-second audio spots designed to engage listeners with a compelling call to action.
Display Ads: Complementary visuals reinforcing brand messaging and providing an easy click-through path for prospective students.
Targeted Placement: Ads were served to Pandora users identified as college graduates within the specified region, ensuring relevance and maximum impact.
Campaign and Performance Metrics
The campaign delivered a total of 5,470,000 impressions across all ad formats.
DMA Audio Ads generated 2,270,000 impressions with a total investment of $38,590, reaching approximately 95,542 users.
MSA Audio Ads contributed 1,550,000 impressions at a cost of $26,350, engaging around 69,126 users.
Display Ads added another 1,650,000 impressions with a $11,550 investment, reaching 66,166 users.
The overall cost of the campaign was $76,490, with an average CPM of $14.00, ensuring a cost-efficient approach to audience engagement.
Key Outcomes
High Engagement | The campaign successfully delivered over 5.4 million impressions to a highly targeted audience.
Enhanced Brand Visibility | Strengthened the University at Albany’s reputation as a premier institution for graduate studies.
Increased Interest | The campaign contributed to a measurable increase in website visits, inquiries, and applications.
Cost Efficiency | A strategic mix of audio and display advertising optimized budget allocation while maximizing outreach.
Why It Worked
Personalized Audio Experience | Engaged potential students with immersive storytelling that resonated with their aspirations.
Data-Driven Targeting | Focused on a highly qualified audience, ensuring that ads reached individuals most likely to convert.
Cross-Platform Synergy | Reinforced messaging across both audio and display formats, enhancing brand recall and interaction.