Challenge
Nib provides health and medical insurance to over one million Australians and international ex-pats working and traveling overseas. Nib and EssenceMediacom chose Ogury to help drive quality audiences to the Nib website.
Australia's health insurance market is highly competitive, with providers offering similar services and governance regulations making it difficult to stand out. Nib and EssenceMediacom agency were searching for an AdTech partner with comprehensive audience interest knowledge that could help reach different audiences in a safe environment (non-health insurance and insurance switchers between 18-44 yo) and drive quality leads to the website.
Campaign
Ogury used its Personified Advertising technology and comprehensive audience data to identify individuals interested in health insurance. Pre-campaign persona studies uncovered two key audiences. CPC Multi-format solutions, including Fullscreen, Thumbnail, Header and Banner, were utilized.
Post-Campaign Personas revealed the demographics and interests of Nibs most engaged audience, a valuable resource for future targeting strategies. Additionally, Ogury Pixel optimized post-click performance, leading to the best results for all involved in the campaign.
Results
The campaign outperformed industry benchmarks, achieving 7.01% CTR, 90.99% viewability and 32% brand recall, doubling the benchmark of 16%. Thanks to Oguy Pixel, nib achieved outstanding post-click KPIs, the best among all the players involved in the campaign. The post-campaign persona revealed the demographics and interests of nib’s most engaged audience. These insights are a valuable resource for nib’s future targeting strategies.
"Thanks to exceptional results achieved, all eyes are on Ogury right now as the volume of quotes generated was higher than any other tech players, walled gardens included."
Abigail Charlesworth
Digital Director at Essence MediaCom
