For some advertisers, even Facebook and Google have their limits. This was the case for Australian personal hearing device maker Nuheara, whose small target audience questioned its ability to grow its direct-to-consumer business using standard digital channels.
According to Nuheara’s chief digital marketing officer, Scott Forrest, potential customers for the brand were typically men between the ages of 45 and 65 who belonged to one of two specific groups.
One consisted of people who may not have known they had hearing problems, although they may have noticed that they had problems listening in crowded restaurants and noisy areas. among many other voices. The second group probably had a similar experience but had also consulted an audiologist for a heading check.
In either case, Forrest said those consumers might be upset to realize they have a problem, but also unsure or oblivious of solutions that could help them.
“The search is limited by the number of people who are looking for something,” he said. Marketing director. “We knew Facebook was going to face some serious headwinds with the direction iOS 14 and 14.5 would take, and over the past two months it has proven its worth.”
However, Forrest had yet to fill the top of Nuheara’s sales funnel, so a new strategy was needed.
“It was really about raising awareness and getting people to take the first step on their hearing health journey,” he said.
Programming of a new media approach
In a previous role, Forrest had solved a similar problem by broadening the media reach of his company, in collaboration with the agency Bench Media.
“Nuheara was speaking to an audience that didn’t necessarily know they needed the product, so for us it was about getting the message out,” said Bench CEO Esther Carlsen. “We’ve seen a few customers have a similar problem with Facebook. We’ve proven in the past that if you can widen the channels you pitch against, away from performance and towards the brand, then you start to fuel that funnel and target consumers more broadly.
Bench has developed a program that uses programmatic ad buying to reach potential customers across a wide range of media types. Carlsen said the growth in the types of media that can be purchased programmatically, including video, video-on-demand (BVOD) and television, as well as audio, digital out-of-home and other branded channels, has greatly expanded the accessible audience.
“We know that TV, video and branded channels can really impact sales and business metrics. All programmatic does is deliver that in a different way, using technology, ”Carlsen explained. “From our perspective, it was clear that in order to increase the result Nuheara needed on search and on Facebook, the addition of these branded channels would be beneficial. ”
Carlsen said programmatic purchases on BVOD content have proven to be particularly effective.
“BVOD is television broadcast in a different way,” she said. “We still see it on the big screen. All it does is reduce barriers to entry for people trying to get involved in this channel and improve targeting. But it also has huge reach, so you don’t need to target to the umpteenth degree – you can go deeper. ”
Using contextual targeting meant that Bench could start broadly, then optimize over time. “We were constantly learning, and that feedback was coming back to the company and the team, and we were leveraging that,” Carlsen continued.
For Forrest, one of the benefits of buying BVOD programmatically is that it allows a brand to overlay their messages more effectively.
“We had some initial brand ads that let people know about the products and solutions, but rather than showing them that ad a second, third, or fourth time, we overlaid them with testimonial videos. The last set of videos was more conversion-based, ”he said. “This is something very difficult to do when you don’t know whether the viewer has seen the [earlier] video again.
As a result of this expanded media campaign, Nuheara saw a 50% increase in search engine volumes and a 100% increase in search queries for its lead product, IQbuds2 MAX. But according to Carlsen, a longer-term increase awaits.
“Research and Facebook will continue to play an important role in Nuheara’s strategy,” she said. “What Nuheara was doing was investing in branding. And the long-term impact of investing in awareness remains to be seen. ”
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