Scaling online video content to complement television advertising
Miracle-Ear needed to supplement its traditional television advertising with trustworthy and compelling online content that would resonate with the 55+ market. A recent study by Think with Google reports that while boomers spend more time per week watching TV than any other audience, they spend even more time online, often researching both video and text content.*
After seeing TV ads, Miracle-Ear customers comb through a vast amount of digital content about hearing aids, including information from new hearing aid companies that offer low-cost (but low-quality) options. Consumer reviews, advocacy organizations forums, online ads, Google search—a motherlode of online information is competing for their attention, and much of it is outdated or difficult to differentiate.