How Programmatic Audio Ad Buys Boosted Conversions and Revenue For NURX

The Challenge

Leading women’s health provider NURX wanted to increase consumer adoption for their migraine care services. To do so, they needed to raise awareness of their migraine care offerings among audiences that aligned with their ideal target customer profile. Because data analysis told us that NURX’s target audience over-indexed with regular podcast listeners. 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, so we determined that this channel would be an ideal awareness play for the brand.

Our Solution

Our strategy was to granularly target popular lifestyle podcasts that appeal to women. 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.