Situation:

Nuheara needed to identify new digital channels to the marketing Mix that could possible offset the high cost of Meta, Google, and other digital channels. Given Nuheara's niche demographic of men 45-65 tech savvy with known or unknown hearing loss, no data exists for that segment.​

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Task:

We wanted to look into longer form digital content channels such as video, broadcast and podcasts.So we researched programmatic networks that can do BVOD.

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Action:

• We needed to find a media partner that could deliver high quality targeted content. We also needed a partner that had the ability to layer multiple third party data sets over that to refine the targeting, which we certainly could never do on traditional broadcast media.​

• When it comes to digital, we need to track everything and we discovered that we can do that with programmatic Broadcast Video On Demand.

• We identified a parter (Bench) who we chose because we were able to get more precise targeting across programmatic broadcast video on demand, programmatic native and programmatic with video, using first-party data and third-party data.

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Results:

• While we were not able to match the scale to that of Meta or Google Ads, we found that over a period of several months we found that when BVOD ads ran, our organic search volume increase 50%.

• Most importantly, even though the spend on Bench was only 10% to that of Meta and Google combined, the ROAS was just over 2x.