We discovered from the hand of Pablo Gil (Holaluz) how Outbrain’s Native Advertising is helping the company to convert more people to green energy every day.
Things have changed. Sustainability and customer experience have become the center of the strategy of many companies, especially within the energy sector, where new brands have appeared, such as Hello, Luz, who have come to revolutionize this industry.
To meet its goal of converting as many people as possible to green energy, Holaluz is committed to native advertising, and they do it hand in hand Outbrain. Today, Pablo Gil, responsible for digital acquisition at Holaluz, tells us about the brand’s experience with native.
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To begin, Gil explained to us that Holaluz is an electricity company that offers the energy you need without paying more, always based on user preferences, that guarantees to give a fair price and that it uses technology to offer the maximum of user comfort. “We only work with renewable energy sources and our goal is to connect as many people as possible to green energy “, confesses Gil.
Since it was founded in 2010, Holaluz has set some initial objectives and challenges that, little by little, it has overcome: “We find ourselves in a very established sector in which there is a large market, but in which all consumers seemed be sleepy. Our focus has always been to get closer to people and make them see that there are different options than usual, that they can make adjustments to their bill, receive personalized treatment, have greater control of their expenses and, all this, contributing to the planet, since we work with renewable energy from the first bill ”, says Gil about the differences between Holaluz and other energy companies.
In this bet by Holaluz to offer a personalized experience for your customers, Holaluz decided to bet on Outbrain, as an effective advertising channel, to reach new and more qualified audience segments, within Outbrain’s premium network. “We were looking for a prospecting tool that would allow us to reach a lot of people, but stay within reasonable cuts. We used Native Ads to energize the contents of our blog and there, after the good results we were obtaining in this leg, is where we dared to focus on performance and see if we were capable of reach a more qualified audience, convert them into leads and finish the sale; and in this sense the results have surprised us a lot ”, declares the expert.
Regarding the importance of Native Advertising in the company’s digital strategy, Gil confesses that “it has emerged as one of the best channels for attracting prospects, allowing us to reach users who had not even considered making a company change ”. “Native Advertising has made a very big leap in the company; from being a simple traffic generator, it has come to occupy a very important position in our digital capture strategy focused on performance ”, he adds.
Regarding the solutions that Holaluz has implemented, Gil highlights that they work with Outbrain Amplify, Outrain’s technology that allows the brand to promote itself in a entorno 100% Brand-safe. On a creative level, Holaluz has opted to use the format Standard Smart, which is at the foot of the page of the news or the content that users are consuming and thus not be annoying and does not affect their experience so much.
When starting to work hand in hand with Outbrain, Holaluz set three objectives: the increase in leads, which compared to other channels improved by 15%, the CTR, which is around 0.15-0.20%, and that it is above what the company had estimated, and, at the acquisition cost level, despite the fact that Gil does not want to share the data, he assures that they are good. “In all the objectives the results are being very satisfactory: The match between creativity, product and audience is being good”, Says the person in charge of digital acquisition at Holaluz.
Finally, Gil shared how the experience with Native has been and, in particular, with Outbrain: “Our experience has been very positive. From the first moment Outbrain has been with us, it has accompanied us, it has guided us and it has been a very simple integration. It has been very easy to start the campaign and, from moment one, the profitability we have obtained has been 10 in all three legs. Our goal is to grow and grow in this channel; today we seek the equilibrium point in investment”, He concludes.
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