2023 Ameriprise Financial and NPR podcast sponsorship

In 2023, Ameriprise continued to build on the successful multi-year partnership with NPR and developed a custom audio sponsorship that ran across NPR’s podcast and digital audio network. The campaign featured Ameriprise Financial thought leaders Marcy Keckler, Senior Vice President of Financial Advice Strategy and Marketing, and Anthony Saglimbene, Chief Market Strategist. This platform enabled us to tell our brand story in a conversational and authentic way and connect with an audience interested in personal finance.

Throughout the media flight, listeners heard several different audio messages from Marcy or Anthony discussing topics related to:

• The value of personalized financial advice
• The benefits of having a financial advisor that knows your goals
• How Ameriprise financial advisors use holistic, personalized strategies to help clients navigate uncertainty

These custom creative audio spots delivered 10M impressions across news, business and personal finance programs, including Up First, Ted Radio Hour, Planet Money and Fresh Air. The program saw immediate success with an +11ppt lift in favorability and +9ppt lift in intent, according to a brand study fielded to all listeners. This impact was even more significant among listeners who currently work with a financial advisor, with a +17ppt lift to both favorability and intent.

In-app Companion Banner

Amplified audio messaging by serving a display banner within the NPR app. Presented below in static format:

Ameriprise.com

Animated online display banners on NPR.com drove to a dedicated campaign landing page on Ameriprise.com.

Podcast landing page