How Programmatic Audio Ad Buys Boosted Conversions and Revenue For NURX
More efficient CPA than other channels
Lift in website views
NURX wanted to increase consumer adoption for their migraine care services. Their goal was to reach new audiences that fit their ideal target customer profile so that more users would be aware that the brand offered migraine care.
By leveraging data from MRI Simmons, we knew NURX’s target consumers over-indexed with audio streaming services, specifically podcasts. That opened an opportunity for us to align the brand’s services to consumers while they actively engaged with the audio content that they already love and trust. Podcast advertising can be particularly potent for brand awareness, and research has found that people pay more attention to podcast ads than other forms of advertising.
Our strategy was to granularly target women based on popular lifestyle podcasts that over-index with females. This included humorous lifestyle and women’s interest podcasts Juicy Scoop and The Bellas Podcast. Additionally, we targeted podcasts that focused specifically on women’s health and wellbeing, like Nutrition Diva, in order to tie in the brand’s value propositions.
When placing ads, we wanted to influence consumers throughout the course of each podcast episode by running pre-roll ads at the beginning and mid-roll ads generally 40-70% of the way through the show. Because we wanted to report on site metrics, we incorporated more advanced Google Analytics tracking to better monitor website visitors who had heard our ads.
Our podcast advertising flight produced impressive results for NURX. Over the course of the flight, we served over 643,000 impressions and reached more than 227,000 unique households. More than 2,700 users who heard the ad visited the website, and using data measurement tools from Podsights, we demonstrated a 32.2% lift in website views among customers who heard the podcast advertisements compared to those who had not been exposed to them.
During the period that the podcast ads ran, traffic reaching the site from the keyword “migraine” increased by 15% compared to the previous period.
The flight didn’t just reach a large audience: It did so with great cost-efficiency. Cost-per-acquisition (CPA) from the podcast ads was 77% lower than the brand’s other migraine advertising CPAs.
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Growth in monthly patient requests YoY in Q4
Quarterly increase in online orders
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