The challenge

inFakt is an innovative financial services firm supporting sole traders and small and medium sized businesses (SMEs) with their accounting, tax, and company formation needs. Following an extensive brand awareness campaign across online and offline channels, they wanted to move to their next campaign phase. This was to reach entrepreneurs and business executives at the lower stages of the marketing funnel with a specific message.

Grupa RMF is the largest radio group in Poland, reaching over 10 million Poles a day with their stations: RMF FM, RMF MAXXX and RMF Classic. They also have online-only stations Radio RMF24 on RMFon.pl, a music platform dedicated to different genres, decades and artists. A leader in both the online and offline audio advertising market, they offer a full

range of standard and non-standard solutions. As inFakt’s experts often appear on the radio, RMFON.pl was the ideal platform to deliver their message and raise brand recognition.

The approach

inFakt partnered with RMF FM on a DV360 campaign from January to February 2022. Using experience of TV campaigns (combining direct purchase of advertising spots with programmatic buying on VOD platforms) to their advantage, inFakt incorporated Programmatic Guaranteed (PG) Audio into their campaign mix.

Audience segmentation and demographic targeting was defined using data from RMF’s DMP. Broadcasts then took place on rmfon.pl in the form of 30-second audio pre-rolls preceding the online radio stream.

Metrics including reach, conversion and ‘Listen Through Rate’ (LTR) were monitored.

The results

PG Audio enabled inFakt to outperform other online audio campaigns by 30%. Overall reach of target audience increased through a channel that isn’t as susceptible to advertising blocking. The audio format helped deliver a targeted message, explaining how the target audience would benefit from inFakt’s services, coinciding with the beginning of the year when significant tax changes in Poland were enacted. Post-view conversions attributed to this campaign exceeded results from display campaigns running at the same time by 155%, illustrated by the number of visits to the landing page with a registration form.

“The synergy of offline and online activities at RMF FM allowed us to increase our target reach. Looking at the results of the campaign, we’re sure that without this mix we wouldn’t be able to build such brand awareness in this target group, and at the same time gaining users interested in our services.”

Piotr Nawrocki, CMO, InFakt

“The example of the campaign conducted with InFakt confirms the fact that Audio Online is a tool which brings measurable results. It can perfectly complement offline activities in traditional radio with modern online advertising solutions, extending the Reach of The campaign. The use of Programmatic Guaranteed and audience solutions allowed us to precisely reach people potentially interested in the services provided by InFakt.”

Marcin Pyra, Programmatic Manager, Grupa RMF