AdMall's AI-Generated Keywords Tool Helps to Close Traditional Cable and OTT Campaign
BY Adam Ambro
Challenge: Help a newer business create a traditional cable and OTT campaign where there wasn’t one
Kelly Meyer, an account executive for OnMedia, has been selling media for almost four decades, but it was only within the last five years that she was introduced to AdMall. In that time, she’s found its tools extremely beneficial, especially when it came to approaching a local medical diagnostic imaging business with an idea for a traditional cable and OTT campaign.
“The business owner is a former car dealer and is quite competitive and looks for a good value,” said Meyer. “They [promote] their spa-like amenities, Google reviews, and the lower costs associated with their scans.”
“They had hit a pain point in competition with the local hospitals, especially the one right across the river in the area. They saw an ad from that health care facility basically commenting that health is a serious matter and not a luxury experience. That got the owner fired up to move forward with plans we started working on.”
Solution: Turn to her experience and AdMall
“My take was that the hospital was feeling the pinch of the business,” said Meyer. “[My account] is brand new, standalone, easy to get to, and has its own parking lot. Not like going through a whole hospital to get to [the imaging department]. It’s on a main thoroughfare with easy access.”
“The cyclicality of the industry, as shown in AdMall, demonstrated that his industry does get busy toward the end of the year. We decided to include cable television advertising, as the AdMall research showed his potential patient base is still watching traditional TV in addition to OTT.”
“I used the AI-generated keywords and looked at AI-generated scripts but did not use those for this instance. We looked at the seasonality/cyclicality calendar for his industry showing how Oct – Dec are key months [for his business].
“I recommended traditional cable based on the information on his industry, on how consumers are using media, and that his potential patient base is watching traditional cable as well as OTT.
Result: A blended traditional cable and OTT campaign
The campaign Meyer pitched consisted was a mix of keyword-targeted display ads, addressable streaming audio, addressable streaming OTT, pre-roll ads, scheduled cable schedules, and taggable promos.
The total spend for the traditional cable and OTT campaign was $5,500.
Meyer had suggestions for those new to AdMall.
“For a new AdMall user, or someone who is not using it on a regular basis, I would say to take a look prior to the initial discovery meeting,” said Meyer. “Insights can be had there to assist in that sales call. Then to spend time on the back end when at the proposal process. Research from a reputable third-party source adds credibility to our work in advertising.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
More About: Diagnostic and Other Imaging Services Centers
These businesses may also operate as a service provider both to the general public and to hospitals and medical clinics. For example, a large operator of fixed-site imaging services is California-based Alliance Imaging. Suppliers include Siemens and Philips. Imaging center staff usually includes radiologists who interpret the x‑rays and write reports. In some cases, they also perform procedures, though radiologic technologists are primarily responsible for performing procedures.
The industry has been moving from film-based imaging to digital imaging in the last decade. Centers are usually certified by the American College of Radiology. A perennial issue is whether physician-owned facilities should come under greater legislative control in order to prevent physicians from referring patients to themselves. As technology improves, more virtual scanning is anticipated, especially as insurance begins to cover the cost of non-invasive scanning.
There are approximately 9,840 of these establishments, with revenue totaling $23.8 billion.
