112% uplift in purchase intention
Audible & Blis: Turning CTV viewers into comedy podcast listeners
Comedy is one of the most crowded corners of entertainment. To grow its comedy podcast audience, Audible needed to find people already primed for audio storytelling – and win over listeners using competing platforms.
- 112% uplift in purchase intention
- 97% uplift in top-of-mind awareness
- 20% incremental growth in app downloads
- 98% video completion rate
The challenge
Rather than relying on demographics, Blis tested two data-led audiences side by side on premium Connected TV: one built from Blis’ real-world, telco, and spend signPureGym & Blis: Driving New Year Sign-Ups Without Cookiesals, the other from Samba TV viewing data.
Running across CTV environments including Pluto TV, discovery+, Tubi, My5, and Virgin Media, the campaign reached viewers in relaxed, lean-back moments when they were most receptive to longer-form storytelling.
Across 7.4 million impressions, the campaign drove major shifts in awareness and purchase intent, alongside measurable growth in app downloads.
The solution
Audible wanted to build awareness, consideration, and app engagement for its comedy library, win users from competitor apps, and validate performance with independent measurement before, during, and after the campaign.
The Blis audience combined location signals (18–34 year olds frequently seen in commuting hotspots, travel corridors, and cultural venues where people have time to listen) with comedy affinities, layered with telco data, allowing us to identify heavy users of competitor apps and light users of Audible, and spend data showing who regularly subscribes to audio services. The Samba TV audience used real-time viewing data to find people already watching comedy on TV.
Smart Holdout Groups measured incremental impact across both audiences, with telco data tracking app behavior and an independent brand lift study measuring awareness, consideration, and intent.
The results
High-attention CTV delivery moved competitors' users down the funnel toward Audible.
- 112% uplift in purchase intention among the Blis audience
- 97% uplift in top-of-mind awareness among the Blis audience
- 20% incremental growth in app downloads among the Samba TV audience
- 98% video completion rate, ahead of the 95% benchmark
The Samba TV audience also showed a lasting halo, with app downloads dropping just 6% after the campaign ended and 17% fewer detractors. By testing two audiences side by side, Audible saw how precision targeting drives both immediate shifts in attitude and longer-term engagement.
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