A Programmatic Audio Campaign Reached Over 227,000 Households—and Helped Decrease CPAs for a Women’s Health Brand

The client is a digital health brand primarily associated with women’s health services, but they offer care across several specialties, including migraine care. The client sought to raise awareness of these offerings among their potential patients. “Awareness” couldn’t be an abstract concept, however. Impressions alone aren’t enough to prove that an ad buy is working—so the campaign also needed to drive measurable engagement while maintaining acceptable cost efficiency.

According to the client’s internal data, its core demographics significantly over-indexed as regular podcast listeners—which made programmatic streaming audio ads a natural fit. Podcast ads are frequently found to convey more credibility than other digital ad styles, and contextual targeting allows brands to place ads in content that’s relevant to their audience or products. 

The OuterBox team set about building a podcast campaign that targeted a mix of lifestyle, entertainment, and health-focused podcasts with strong female listenership. This included shows centered on women’s interests as well as content more directly tied to health and wellness, helping align messaging with listener context.

Ad placements were structured to appear at multiple points throughout each episode: Pre-roll placements introduced the brand at the beginning of the listening experience, while mid-roll placements—typically delivered 40–70% into the episode—reiterated the message later on.

To better understand performance beyond impressions, OuterBox implemented enhanced tracking through Google Analytics. This provided clearer visibility into how users exposed to the ads interacted with the website.