Native In-Feed Banners - European Hematologists
Background: To reach Hematologists in selected European countries with standard, as well as Native In-Feed banner ads, to deliver a specific clinical message to promote a prescription medicine and increase website traffic.
Target specialties: Hematologists in Germany, Spain, Italy, Czech Republic, Slovakia, Poland, Hungary, Bulgaria, Romania, Croatia, Slovenia, Sweden.
Project Description: The banner ad campaign was designed to target the desired audience of hematologists in the selected European countries. Aside from the standard IAB sized ads (Leaderboard and MPU), the campaign utilized a Native In-Feed banner ad format, which ensured that the banner ads seamlessly integrated into the physicians' unique feeds, maximizing visibility and engagement. A call-to-action (CTA) button was incorporated into the banner to facilitate physician engagement and drive traffic to the client's website. The campaign employed third-party tags to monitor and optimize performance.
Results: This Native In-Feed banner campaign achieved remarkable success, driving high-quality physician-only traffic to the client's website, significantly increasing awareness and interest in the new medication. The campaign's Native In-feed banner ads achieved a click-through rate (CTR) of 0.41%, thereby increasing the overall campaign CTR from 0.1% to 0.15% in the period of time these different types of banner ads ran side by side, demonstrating the effectiveness of the Native In-Feed banner ad format in capturing hematologists’ attention and generating engagement. The campaign's primary objectives of increasing awareness for the new medication and driving traffic to the client's website were successfully accomplished, contributing to enhanced product traction and website engagement.
By adopting a Native In-Feed banner campaign strategy, the media buying agency successfully delivered a targeted clinical message to hematologists across multiple countries and exclusively to physicians. The campaign's high CTR indicates the effectiveness of this approach in capturing physicians' interest and driving traffic to the client's website. The use of the G-Med platform, with its advanced targeting and ad placement options, played a crucial role in the campaign's success.