Key Results
Bayer Rx successfully penetrates traditionally challenging markets by leveraging premium live sports content.
Achieved an impressive cost per National Provider Identifier of just $1.16.
Extended reach by over 65,000 target audiences through effective frequency control strategies.
BUSINESS OBJECTIVE
Seizing Opportunities in Live Sports Streaming
Bayer Rx, the pharmaceuticals division of the global healthcare powerhouse Bayer, is known for developing medicines that treat a vast array of ailments. While the company has adeptly utilized data-driven media buying in digital marketing, it recently took a bold step by embracing decisioned live sports to amplify its audience reach.
Historically, Bayer Rx faced challenges in reaching its prime targets: high-value healthcare professionals (HCPs). With a limited audience pool, scaling their outreach proved difficult. As a long-standing partner of The Trade Desk since 2019, Bayer turned to them for innovative solutions to connect with HCPs across the United States through the vibrant medium of live sports.
SOLUTION AND RESULTS
Targeting Niche Audiences via Premium Live Sports
In collaboration with The Trade Desk, Bayer Rx launched a premium live sports campaign using connected TV (CTV) technology and data-driven media buying strategies. The inclusion of proprietary live sports pacing technology further enhanced their ability to target HCPs effectively.
By tapping into premium sports inventory, Bayer Rx managed to engage a challenging-to-reach HCP demographic efficiently. Within just seven days, they successfully reached a remarkable 26% of their targeted HCP audience. Equally impressive, they slashed their cost per National Provider Identifier (NPI) to a mere $1.16. Through efficient frequency controls, Bayer Rx realized significant cost savings that allowed them to invest further, ultimately engaging over 65,000 incremental HCPs.
This remarkable success has prompted Bayer Rx to reevaluate its entire approach to TV advertising. With newfound capabilities to efficiently reach targeted investments and leverage HCP-related data sets, the company aims to continue expanding its outreach to HCPs in future campaigns.
Curious about how we can assist you in scaling your outreach to valuable audiences through live sports targeting? Contact us below or connect with your account manager at The Trade Desk today!
