Bob Pickard

Blog: Helping a Tiny Medical Company Cut Costs, Build Sales, and Aid Kids with Eczema

Yahoo Advertising Blog | September 9th, 2014 | Visit the original article online

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NATIVE ADVERTISING SOLUTION BRINGS A 10% JUMP IN SALES FOR A TWO-PERSON FIRM THAT SELLS PRODUCTS TO HELP CHILDREN SUFFERING FROM ECZEMA.

Some 30 million people in the U.S. suffer from eczema, an irritating skin condition that usually begins in childhood. One sufferer is the young son of Beth Scott, co-founder of AD RescueWear, which creates and sells products such as clothing and ointments to help children with eczema live more comfortably. It’s just a two-person company–Beth’s partner is her longtime friend Anne McVey–but they market their products to parents and doctors around the world, mainly online.

RescueWear was using a popular platform for its online advertising, but found it so complicated that they had to hire someone to set up and run their campaigns–an unwelcome expense for a small business. Then they tried Yahoo Gemini, the first unified marketplace for mobile search and native advertising. AD RescueWear used Yahoo Gemini to seamlessly blend native advertising with other content so it appears where users read news, check email and sports, and pursue their other online daily habits.

Yahoo Gemini’s self-serve platform proved to be a vast improvement over what they had been using. “It’s the easiest tool we’re worked with so far,” says McVey, the company’s Marketing Director. “I can log in and figure out everything myself, from creating ads to tracking performance.”

Consumer response was immediate from the day their Yahoo Gemini ads went live. “Our website got the most traffic and generated the most orders we’ve ever seen in a short period of time,” says McVey. And the native ad format continues to resonate with prospects. “We really like that native ads include pictures, not just words,” she says. “Whether we’re trying to appeal to moms or pediatricians, we catch more attention by including a picture of a mother and child along with our ad text.”

The increased attention is driving results. Site traffic is up 20%, and sales have jumped 10%. “The whole experience has been very positive,” says McVey, who says AD RescueWear is increasing its investment in Yahoo Gemini.

To learn how Yahoo Gemini can boost your results, contact your Yahoo Account Representative or sign up at gemini.yahoo.com/advertiser. For more information, see “Make an Impact with Native Advertising”; “National Digital Ad Agency Boosts Leads and Conversions with Yahoo Gemini”; and “Yahoo Gemini Native Ads Unleash a Flood of Great Results.”