iHeartMedia and Claritas Partner to Grow A Multi–Brand Home Furnishings Business

THE CHALLENGE

A multi-brand, private label home furnishings portfolio partnered with iHeartMedia, a leader in the digital audio industry, to grow scale and improve campaign efficiency. The challenge was to move beyond broad demographic targeting and instead identify high-value audiences that would meaningfully engage across all five of their brands.

SOLUTION

Leveraging Claritas’ unified dashboard, we analyzed audience performance and surfaced Claritas PRIZM® Premier segments that indexed strongly across the brand’s portfolio. By consolidating overlapping segments, Claritas and iHeartMedia equipped the portfolio brand with a more precise targeting framework – maximizing reach to the right households, while minimizing wasted impressions.

RESULTS

The impact was clear: PRIZM® Premier consistently outperformed standard targeting across the full conversion funnel, including:
– Product views
– Add-to-cart actions
– Checkout initiations
– Confirmed purchases

On average, PRIZM Premier segments delivered around +20% lift in conversion rates, proving that smaller, more efficient impression pools drove stronger engagement and ROI. Even with PRIZM Premier impressions representing a smaller share of overall delivery, their efficiency generated outsized results, maximizing both media performance and return on ad spend.

For the portfolio brand, activating PRIZM Premier audiences across iHeartMedia campaigns delivered a measurable edge driving on average ~20% stronger conversion efficiency than standard targeting. This case highlights why 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.