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Success Stories

Large Health Insurer Achieves 40% CTR with Audio Advertising

Feb 7, 2023
  • 230K

    total brand site engagements across page visits, button clicks, and form submissions combined

  • ~40%

    ad click-through rate to the brand’s website

The Challenge

When it comes to health insurance, the options for consumers are seemingly endless. So when open enrollment rolls around, it’s easy to understand why consumers have a hard time deciding which company to go with. A large health insurer wanted to combat this issue by educating patients on their impressive differentiators.

The Solution

The client turned to SXM Media to help inform their target audience of their offerings and drive engagements one month prior to the start of open enrollment in November. To ensure they got in the ears of the most consumers possible, the client utilized SXM Media’s audio platforms to host a mix of streaming everywhere and mobile interstitial ads. Additionally, to make sure their ads resonated with their ideal customers, the client used SXM Media’s precision geo and audience targeting capabilities to hone in on uninsured consumers between the ages of 25 and 54 who speak either English or Spanish and live in the areas in which their offerings were available.

The Results

The early engagement, along with SXM Media’s targeted advertising solutions, offered wins across the board. The campaign, which had a ~40% click-through rate to the brand’s website, boasted 230K total brand site engagements across page visits, button clicks, and form submissions. And over 60% of those conversions occurred via a hear-through/cross-device attribution. Meanwhile, 74.3% of the campaign’s total impressions ran across mobile—an impressive feat considering mobile impressions drive the strongest scale and performance in advertisements.

The streaming audio campaign on SXM Media was just what this provider needed to differentiate their marketplace offering amid a crowded health insurance landscape. Not only did we successfully increase brand awareness, we drove numerous lower-funnel conversions among our target audience of both English and Spanish speakers. SXM Media is a unique partner due to their ability to measure audio and satisfy both upper and lower-funnel goals for health insurance advertisers.

Sarah WilsonSenior Media Director

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