Large Health Insurer Achieves 40% CTR with Audio Advertising

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 SiriusXM 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 SiriusXM 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 SiriusXM 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 our 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.