Verman’s Strategic Shift: Leveraging Native Advertising for Effective Consumer Education
Verman’s strategic shift
About Verman:
Verman, a prominent player in the pharmaceutical industry, owns multiple market leading brands and has a strong presence in Finland. Known for its commitment to consumer well-being, Verman sought to educate the Finnish public about the benefits and uses of its products in a more engaging and effective way.
Shifting strategy to improve mid-funnel engagement
Historically, Verman had relied on a combination of TV and online video advertising, supplemented by tactical display campaigns, to reach and inform consumers. However, the brand recognized the need for a more nuanced approach that could better engage consumers in the mid-funnel—where education and awareness are critical. The challenge was to shift the strategy in a way that could communicate their mission effectively, while also delivering measurable results.
From TV & display to TV & native advertising
Verman, in collaboration with Kinesso Finland, decided to pivot its strategy towards native advertising, supplementing its traditional TV and online video efforts. The aim was to leverage native advertising’s strength in the mid-funnel, where it could offer a more narrative-driven approach to consumer education.
- Educational content focus: The campaign was built around educational content pieces that resonated with the audience, such as “5 Myths About Melatonin,” “Goodbye Bloating,” “D-Vitamin: Why Is It So Talked About?,” “5 Easy Ways to Support Your Memory,” and “Goodbye Heartburn.” These articles were designed to inform and engage consumers, building trust and interest in Verman’s products.
- Supporting tactical campaigns: Alongside these educational pieces, more tactical native campaigns were deployed to address specific product offers, often tied to seasonal needs, like allergy season. This dual approach ensured that Verman could engage users with valuable information while also driving direct product interest and sales.
- Platform optimization: Kinesso Finland leveraged the capabilities of the platform to optimize these campaigns effectively. By testing against other DSPs, the platform consistently outperformed on key metrics such as CPM, CPC, and CTR, proving to be the best choice for Verman’s programmatic native advertising needs.
Mastering the platform for maximum impact
Kinesso Finland’s expertise in platform optimization was key to the campaigns’ success. They utilized data-driven strategies to:
- Target the right audience: Ensuring that the educational content reached those most likely to be interested in health and wellness topics, thereby increasing engagement.
- Optimize creatives: Continuous testing and optimization of creatives to maximize click-through rates and reduce costs.
- Efficient spend management: By maintaining a CPM around 4€, Kinesso was able to drive high volumes of traffic at a very competitive cost, achieving an average CPC of just 0.70€, with some campaigns seeing CPCs as low as 0.52€. While display brand campaigns in H1 had a CPM of 6.31€ and a CPC of 3.63€, native campaigns provided a cost-efficient complement, particularly in generating clicks to the site. Both channels play a crucial role in the overall strategy, with native offering enhanced cost efficiency for driving direct traffic, and display continuing to support broader brand visibility and engagement.
Results:
The total results of brand campaigns were outstanding:
- Total Clicks: Over 170,000 clicks, demonstrating strong engagement.
- Average CTR: 0.60%, with peaks exceeding 1%, indicating highly effective targeting and content.
- Average CPC: 0.70€, with the most efficient campaigns achieving CPCs as low as 0.52€.
- CPM: An impressive 4€, showcasing the campaign’s cost-efficiency.
These metrics highlight the success of Verman’s strategic shift and the effectiveness of native advertising in driving both educational and tactical outcomes.
Verman’s educational mission achieved:
By shifting from a traditional TV & display approach to incorporating native advertising, Verman successfully enhanced its mid-funnel strategy. The combination of educational content with tactical product campaigns allowed Verman to better communicate its mission and engage consumers in a meaningful way. Kinesso Finland’s mastery of the platform and ongoing optimization efforts were crucial in achieving these exceptional results. As a result, native advertising has become a cornerstone of Verman’s marketing strategy, providing a more effective and efficient way to reach and educate the Finnish public.
“Switching to native advertising has been a game-changer for Verman. By leveraging Readpeak’s platform, we were able to deliver highly engaging educational content that truly resonated with the audience. The platform’s superior optimization capabilities ensured that we consistently achieved outstanding results, outperforming other DSPs on key metrics like CPM, CPC, and CTR. This strategy not only amplified Verman’s educational mission but also proved to be a highly efficient way to connect with the right consumers.”
