Nate Vella.
Independent media agency Bench Media has expanded its partnership with cycling e-retailer Bikes Online into the US, following a full-funnel strategy that delivered double-digit improvements across traffic, engagement and ecommerce performance in Australia.
The US rollout will initially focus on California, Colorado, Illinois and Florida, applying the same approach developed in Australia to move beyond performance-only activity on Google and Meta toward a more balanced media mix.
"Rather than relying solely on regular lower-funnel activity, we implemented a more connected, full-funnel approach designed to expand reach and unlock new audience segments," said Nate Vella, head of strategy at Bench Media.
"The use of video-led formats was instrumental to drive incremental reach and engage new riders and outdoor enthusiasts."
Liam Bryce, growth manager at Bikes Online, said the company worked with Bench to create a bespoke strategy to resolve specific saturation challenges Bikes Online faced in Australia,
“We've seen strong incremental uplift," Bryce said
Aaron Jansen, director of commercial and media operations at Bench Media, said many ecommerce businesses built their growth on a handful of performance channels, which worked well for a long time.
"But as those environments become more competitive, brands are realising sustainable growth requires a more connected approach across the full media ecosystem,” said Jansen.
The expansion coincides with Bikes Online's acquisition of Reid Cycles as the brand strengthens its position in the e-bike category.
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