The vacations are for household. And for 23andMe, the hope is that on a regular basis spent with household will get individuals eager about how genetics affect well being.
23andMe is usually recognized for its ancestry companies, however a brand new marketing campaign goals to boost consciousness about its well being companies, which may determine potential dangers primarily based on genetic make-up.
The marketing campaign options testimonials during which customers found beforehand undiagnosed well being points or genetic predispositions by means of the corporate’s well being companies. It is going to run on linear TV, CTV and YouTube all through the vacation season and into subsequent 12 months.
Aside from some preliminary checks that ran in the course of the summer time, this marketing campaign represents 23andMe’s first actual foray into CTV promoting, mentioned CMO Jon Ward. The principle aim of this marketing campaign is to drive buy intent, Ward mentioned.
A brand new viewers
To succeed in new customers, 23andMe and company of file Deutsch LA constructed a wholly new viewers pool to focus on. The businesses carried out two surveys polling customers about their curiosity in DNA well being screenings and different well being merchandise, reminiscent of health trackers.
Primarily based on the survey outcomes, 23andMe created viewers profiles and used these profiles to focus on lookalike audiences for its TV and CTV advert buys.
“We broke the world into seven segments, and we recognized three segments that we thought have been interesting for DNA well being,” Ward mentioned. The three segments have been comprised of shoppers who’re fascinated with well being and expertise and those that purchase health-related merchandise like Fitbits.
The corporate didn’t use any of its personal first-party information derived from its current consumer base to create the audience for this marketing campaign, Ward mentioned, as a result of it was solely fascinated with concentrating on new customers.
The choice to not use first-party information additionally ensured that no current consumer information would leak on account of being exchanged by companions within the programmatic provide chain – a optimistic takeaway for an organization that has confronted criticisms over information safety after previous leaks, reminiscent of an incident in October during which hackers accessed consumer profiles.
23andMe is buying video stock for this marketing campaign by means of Tatari’s TV promoting platform.
Tatari, which has labored with 23andMe on previous video campaigns for its Lemonaid Well being pharmacy service, additionally dealt with marketing campaign optimization.
The linear TV portion of the marketing campaign consists of solely direct offers, however the CTV portion is being bought programmatically. In the meantime, the YouTube stock is purchased by means of Google’s Efficiency Max. Not one of the stock is being bought by means of a direct connection to an SSP.
TV and CTV execs and cons
23andMe has put collectively not less than 4 advert spots for the marketing campaign, but it surely’s beginning by operating simply two. The advertisements characteristic user-generated content material, and have been created by company Los York. Tatari is making use of hourly and day by day frequency capping to make sure the spots aren’t repetitive.
For linear TV, 23andMe needed to capitalize on two previous tendencies: its merchandise carry out nicely amongst shoppers shopping for vacation items and the consideration cycle for vacation purchases tends to be shorter than different occasions of the 12 months.
“There’s a selected dispersion of media spending primarily based on once we assume individuals are going to buy,” he mentioned. “Holidays are a completely completely different beast, so we’re attempting to align the funding with an virtually fast return.”
23andMe and its company recognized particular placements for its audiences – typically in sports activities and different event-driven media, Ward mentioned. They then labored with Tatari to focus on related programming and different attainable placements on CTV.
Regardless of the thrill round CTV, linear nonetheless has many advantages, Ward mentioned. Particularly, patrons could be assured they’re getting the stock and audiences they need and might be positioned alongside different high-quality advertisers.
Nonetheless, whereas it’s more durable to focus on particular reveals on CTV, the channel returns extra information, he added. “We will see gross sales come by means of and match these IP addresses to the place spots ran” to help in attribution and optimization, he mentioned. Plus, CTV stock tends to be a lot inexpensive than the premium linear stock 23andMe often buys, he added.
CTV’s post-cookie position
Though that is 23andMe’s first actual CTV marketing campaign, Ward sees the channel changing into rather more vital with the continued deprecation of third-party cookies, which aren’t actually utilized in CTV.
23andMe is conscious the place it’s reliant on third-party cookies and has plans to lower its use of the tech. On-line show advertisements – that are closely depending on third-party cookies – aren’t a big a part of 23andMe’s funds to start with, Ward mentioned. And the corporate is testing utilizing first-party information for its retargeting show campaigns.
For attribution, 23andMe prefers to make use of post-purchase surveys, regression checks and incrementality testing to gauge efficiency as a substitute of utilizing third-party cookies to measure the success of campaigns.
“We’re going to be doing much less with third-party cookies over time,” Ward mentioned, “and we’re going to proceed down the trail of video and, particularly, tv.”
