How programmatic advertising has paid dividends for Nuheara

Marketing leader for Nuheara shares the media buying approach that has helped it address hard to reach prospective customers

How programmatic advertising has paid dividends for Nuheara

For some advertisers, even Facebook and Google have their limits. Such was the case for Australian-born personal hearing device maker, Nuheara, whose narrow target audience was challenging its ability to grow direct-to-consumer business using standard digital channels.

According to Nuheara digital marketing director, Scott Forrest, the brand’s prospective customers tended to be males aged between 45 to 65 who fell into one of two specific groups.

One was made up of people who may not be aware they had hearing issues, although they might have noted 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 been to an audiologist for a heading check.

In either instance, Forrest said such consumers might be upset to realise they had a problem, but also uncertain or unaware of what solutions might help them.

“Search is constrained by how many people are searching for something,” he told CMO. “We knew Facebook was going to face serious headwinds with where iOS 14 and 14.5 was heading, and in the last month or two that has proven itself out.”

However, Forrest still needed to fill the top of Nuheara’s sales funnel, so a new strategy was needed.

“It was really very much about awareness and getting people to take the first step in their hearing health journey,” he said.

Programming a new media approach

In a previous role, Forrest had solved a similar problem by expanding his company’s media reach, working in conjunction with agency, Bench Media.

“Nuheara was talking to an audience that didn’t necessarily know they needed the product, and so for us it was about getting the message out there,” said Bench general manager, Esther Carlsen. “We have seen a couple of clients have a similar issue with Facebook. We had proven in the past that if you can broaden the channels you are running against, away from performance and into branding, then you start to feed that funnel and target consumers more broadly.”

Bench developed a program using programmatic advertising buys to reach potential customers across a wide range of media types. Carlsen said the growth of media types that can be purchased programmatically, including video, broadcast video on demand (BVOD) and TV, as well as audio, digital out-of-home and other branding channels, has significantly broadened reachable audiences.

This article was first published in CMO on 23 August, 2021. Read the full article here.

670 335 Bench Media
Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.