OTT Advertising Archives - Page 2 of 2

Large Hospital System Fills Up Nursing Positions With Geofencing Marketing & OTT Advertising

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past. Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around competitor hospitals. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system. We found additional ways to limit waste and prevent less ad serving to the patients.
Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- cna jobs near me
- nursing jobs near me
- RN jobs near me
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

This Hospital System in Denver, CO worked with Propellant Media for over a year. Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System. The quote we received from the client was after implementation, their position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

Conversions – 1,466 Application Landing Page Visits: healthcaresource.com
OTT Video Views – 229K
YouTube Video Views – 189K
$101,170.74 Spend

Key Digital Channel Insight

Average Cost Per Conversion (Facebook/IG) – $33
Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking). Pre conversion tracking ($120).
Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.
Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me
Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.
15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.
Average 94% Watch Rates For OTT/CTV

New Home Builder Drives In Person Visits With Propellant Media

The Challenge

A home developer was looking to drive potential buyers to visit new homes. Their in house team was already leveraging Google Ads, Facebook Ads and other offline tactics to reach in-market home buyers. They were tapping into the expensive Realtor.com app to do sponsored listings as well. They enlisted the help of our team to run a mobile advertising campaign utilizing new geo-fencing with conversion zones technology and other programmatic tactics. The goal was to more precisely reach their target audience and track online-to-offline conversions while achieving a .1% CTR.

Lastly, we learned the client was leveraging TV Advertising, and they opened up to the idea of implementing an OTT Advertising campaign.

Solution

The team developed a comprehensive strategy of search retargeting, site retargeting, mobile geo-optimization, and geo-fencing with conversion zones.

Geofencing Marketing – Our team built geo-fences around home improvement stores, other communities that were for sales and under construction. We have over 100 locations we are actively geofencing for the home builder.
Addressable Geofencing – We leveraged their MLS list of homes for sale that fit their competitive set. THey supplied 2000 – 3000 locations every 30 days.
Keyword Contextual/Search Retargeting – We used “homes for sale” type of terms in our effort to reach people in-market looking for homes.
Conversion Zone Tracking – With conversion zones around each of the new home developments. Additionally, the campaign utilized event targeting to reach users who attended a local college football game. After launch, our team made optimizations to improve campaign performance including blacklisting domains and updating the frequency cap to ensure proper delivery.
OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same addressable lists as well as the keyword contextual audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.

Results

This home builder has been working with Propellant Media for over 1.5 years. But over the last 30 days, our team delivered 1.2 million impressions, 1,300 clicks, but most importantly, 577 geo-fence conversions, measuring the number of users who entered a targeting zone and then visited a new home development.

geofencing marketing real estate home builder results

In addition, the client was able to achieve a lower cost per impressions of $41 compared tot he $80 they were achieving with TV Advertising. Below are samples of the placements they had via our targeting platforms.

OTT Advertising Report sample streaming app for ott advertising ott advertising streaming apps

Local News Station Gets To 50 Percent Share Of Market

Overview

News stations have traditionally utilized methods of advertising including radio, TV, and even more TV. As local news stations work to innovate and test new waters to gain local news market share, one local news station in the southeast decided to partner with our agency in an effort to shift focus to cutting edge digital advertising channels. This local station in a top 25 market decided it was time to change course after remaining at 40 – 42% local news share in its viewing area.

Action

After coordinating with the creative director and the team at the news station, understanding top performing creative, and researching the demographics of the area, Propellant Media implemented a comprehensive digital marketing plan that constituted media buys and proactive granular digital execution during February and May sweeps, heavy weather periods, and other times throughout the year. Our team leveraged several digital channels including:

Our team tied these channels into an analytics dashboard the news station creative team could view each morning during their team meetings as they went through heavy sweeps periods.

Results

After deciding to cut back from their offline channels including TV and Radio, and shift some of that spend to digital, the investment and reallocation proved to be a success.

The news station experienced six months of consecutive growth, claiming once again the #1 news position for morning, evening and late news.

They are the only station to grow year-to-year a 25-54. They achieved a 48.2% local news share in the 22-county viewing area, breaking a three-year record. They also asserted its dominance in the area’s largest county with a 54% local news share.

They continued their dominance as the digital leader among local news providers. Visits to the website were up 7% and page views increased 5% quarter-to-date. Their News and Weather App both continue to see an increase in downloads throughout the market. They also have the largest local news station social footprint in the market. Only 3 stations in the country are able to claim 50% of their local news viewing share market.