A large pharmaceutical brand that traditionally advertised on linear TV wanted to test the power of TV streaming advertising with an awareness campaign.
The challenge
This pharmaceutical brand looked to compare their campaign performance on linear and TV streaming, with the goal of increasing product awareness among older adults (45+).
The approach
This pharmaceutical brand wanted to compare the performance of linear versus TV streaming campaigns, while keeping the same audience reach on both campaigns. By leveraging Roku Audience data based on Roku’s ACR (Automatic Content Recognition) data, the brand was able to reach adults 45 and older. Additionally, the brand utilized Roku’s longer video capabilities on TV streaming and ran both 75s and 90s video ads on Roku.
“The pharmaceutical category is seeing a shift in how and where they advertise- many are tapping into TV streaming to diversify their media mix to drive more impact. This pharma brand is a great example of how exploring streaming solutions can lead to powerful results, reaching exclusive viewers that could not have been reached on linear TV. After running a successful initial campaign on Roku, the brand came back and became a returning client.” - Chris Schneider, Vertical Marketing Lead, Health & Wellness
The results
TV streaming is more efficient at reaching an unduplicated audience – 75% of viewers reached via Roku on TV streaming could not have been reached through linear TV. Also, 1.8M viewers only saw the ad on Roku and could not have otherwise been reached by linear TV. Shifting the budget to TV streaming by just 5% could increase the campaign’s reach by 14%.
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