Why Precision Targeting Beats Scale Alone.

As a reminder of how powerful a tool research can be for radio advertisers, Claritas recently reviewed a case study showing how its PRIZM segmentation research delivered results for a home furnishings advertiser which partnered with a radio broadcast group.

Looking to grow scale and improve campaign efficiency, the private label business was interested in moving beyond just broad demographic targeting, instead identifying high-value audiences that would meaningfully engage across all five of their brands.

In this situation, Claritas’ PRIZM Premier was the right tool for the job, as it provides insights into every household in the U.S. including demographics, lifestyle and media preferences, shopping behaviors and technology usage. The platform, which identifies more than 68 different segments, allows clients to target their marketing with greater precision.

By leveraging Claritas’ unified dashboard, the broadcast group analyzed audience performance and segments that indexed strongly across the brand’s portfolio. By consolidating overlapping segments, Claritas and the company presented the brand with a more precise targeting framework, maximizing reach to the right households, while minimizing wasted impressions.

Giving the advertiser insight into product views, add-to-cart actions, checkout initiations and confirmed purchases, the segments delivered a near-20% lift in conversion rates, proving that smaller, more efficient impression pools drove stronger engagement and ROI. 

Activating PRIZM Premier audiences across radio station campaigns delivered a measurable edge driving on average close to a 20% stronger conversion efficiency vs. standard targeting, along with 22% higher product views and purchases, an 18% lift in add-to-cart and checkout, and a 7% stronger purchase value conversion.

The case highlights how advertisers and publishers alike benefit from PRIZM Premier segmentation: by aligning media activation with real consumer behaviors and lifestyles, campaigns achieve not only scale, but higher-quality engagement that translates directly into improved business outcomes.