A Kids Vitamin Brand Makes an Impression on Parents with Audio

Listening to audio is a daily habit for the majority of Americans. On average, people spend about four hours a day with the medium. And when it comes to digital audio like streaming audio and podcasts, audiences are spending 60% more time with audio content than non-digital listeners. 1

So, for a brand looking to form daily habits with consumers, digital audio was the perfect fit.

The challenge

When a leading OTC pharma advertiser was launching a new brand of kids multivitamins, TV ads were the first thing that came to mind. And they aren’t alone. Many pharma brands are visual-first marketers. As a result, screens are saturated—with eight in 10 of our listeners saying there are too many pharma ads on TV and streaming video. 2

Stand out from the competition

It turns out, digital audio like streaming music and podcasts is a better home for pharma and healthcare ads. Nearly six in 10 SiriusXM Media listeners say they want to hear pharma ads. And 82% of our audience listens to audio during the moments that matter to pharma advertisers. 2

Once the OTC pharma advertiser got to know the digital audio opportunity and learned about our programmatic audio offering and audience targeting capabilities, they were willing to test both streaming audio and podcasts for the brand and its launch campaign.

Move parents from awareness to consideration

The campaign needed to connect with adults ages 18 and up, particularly parents, in a way that felt authentic and actionable. Beyond awareness, the brand aimed to drive deeper consideration and purchase intent—key metrics for a new product entering a competitive category.

The solution

To make a splash and drive intent, we developed a cross-platform programmatic audio campaign, enabling the advertiser to scale efficiently through The Trade Desk. The brand leveraged first-party data layered onto premium audio inventory to precisely target parent audiences.

Multi-format audio across streaming and podcasts

Our study of over 3.5K campaigns with podcasts and streaming elements prove that layering audio media delivers +50% median incremental reach, with virtually no overlap. 3

To maximize reach for this campaign, we combined:

• Streaming Select for scaled reach

• Podcast Select for deeper engagement

This dual-channel approach allowed the brand to meet listeners in multiple contexts—balancing high-frequency exposure with more immersive storytelling moments.

Custom creative built for parents

The vitamin brand leveraged our in-house audio creative agency, Studio Resonate. The creative team developed tailored audio spots designed specifically for parents. The messaging leaned into relatable, everyday parenting moments—making the product’s benefits both memorable and emotionally resonant.

Clickable streaming audio ads

The campaign’s streaming audio ads included companion display banners with “click-to-shop” functionality, bridging the gap between awareness and action.

The results

What began as a test for this kids multivitamin brand quickly became a long-term strategy. The campaign scaled significantly during its initial run and was repeatedly renewed in subsequent quarters—demonstrating sustained value.

Strong full-funnel performance overall

The campaign delivered measurable lifts across key brand metrics: 4

• +2.6-pt lift in brand awareness*

• +3.7-pt lift in brand favorability

• +4.2-pt lift in brand-specific attribute

Stand-out impact with parents

Among parents aged 25-34, results were even more pronounced: 4

• +12.7-pt lift in brand awareness

• +15.4-pt lift in brand consideration

• +10.8-pt lift in purchase intent

Reach receptive audiences with audio

From programmatic precision to custom creative and actionable formats, audio didn’t just complement the brand’s media mix—it expanded it.

Digital audio gives pharma brands the opportunity to educate and inform audiences in intimate listening environments. Our listeners are 1.5x more interested in hearing/seeing pharma ads in digital audio compared to pharma ads on social media or online/streaming video platforms. 2 That means you can reach your target consumers when they’re more receptive to your messages. 

We did it for them. We can do it for you. Let’s talk.

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