[Advertiser Case Study] How to Expose your Brand and Reach the Right Users through the Dable platform
“We can have a better understanding on our content direction. Since we could register multi contents per campaign and get to know the performance under the same targeting, it was really useful for our future content planning.”
Yaz product marketing team
Bayer AG is a German multinational pharmaceutical and biotechnology company. Its business area covers pharmaceuticals, agricultural chemicals, seeds and biotechnology products and runs a core business in consumer healthcare products (including Yaz).
Yaz is a combination oral contraceptive (COC) under Bayer that needs to be consumed by mouth. The product, which can be bought over-the-counter (OTC) in a pharmaceutical store without medical subscription, is only available in Hong Kong. Hence, Yaz needed to target not only just hospitals and doctors, but also individual customers.
CHALLENGE: Elevate brand awareness and expand reach
The main challenge for Bayer AG was to find an effective channel to amplify their content. Due to the nature of the ad product, running display ads in major digital platforms like Google & Facebook were restricted or showed low exposure. The client also had a tendency to be locked into the advertising channels that they chose, with little flexibility over changing their marketing plan. But with standard display ads proven to be less efficient and harder to deliver their product content, the client was in need to find something else.
SOLUTION: Give the content a native approach and optimize through targeting
- Diversify content with a native approach : Dable suggested using stock images without the brand logo and name, as well as using 3 types of native content angles to drive audience interest. The client could fully understand the beauty of native advertising — which is not how strong the brand or product stands out, but instead make the audience feel comfortable by showing ads that appear ‘native’, i.e. blend in with the surrounding contents on the website.
- Use targeting to reach desired users : Through contextual targeting, Dable placed the ad on sites that showed relevant contents. By providing ads only based on what the user is reading, Dable was able to target desired users while respecting user privacy. In addition, Dable targeted by using keywords such as women healthcare, contraception etc. helping to reach the right audience.
RESULT: Lower bounce rate and longer dwell time
- 25–45% reduced bounce rate
- Increased dwell time to 52 seconds on websites
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