Grammarly

Grammarly believes that clear communication fuels results that speak for themselves, and that anyone can communicate effectively, efficiently, and persuasively – with the right tools.

At ARM, we know a little something about utilizing the right tools in audio advertising. That’s why Grammarly teamed up with our experts to shift spending towards testing programmatic advertising and its advanced targeting capabilities to improve future campaigns.

ARM set out to provide an inside-look at how to best target demographics, affinities, contextual relevance, geography, and behavioral data. We focused on 43 different audience and inventory tactics building reach against three key areas: Enterprise, Working Professionals, and Sports.

The testing showed that programmatic consistently outperforms other channels in terms of cost-per-sign-up (c/sign-up). Findings also proved that programmatic advertising is remarkably effective in driving high efficiency and volume, especially for NPR channels, where scalability and targeted reach were optimized.

Overall, programmatic was the sole channel to deliver higher sign-up volume relative to its investment, with 47% of tactics performing lower than benchmark.
Interestingly, sports tactics drove equivalent performance to investment percentages, with viable c/sign-up rates.

NPR performance on programmatic drove equivalent performance to investment percentages, with an efficient c/sign-up rate 20% lower than benchmark, and allowed us to reach NPR listeners more efficiently (+200% – ~$25 CPM vs ~$8 CPM).

This testing proved the power of programmatic advertising, cementing its role as an evergreen tactic within Grammarly’s audio campaign to strategically balance performance objectives.