23
Jul
2020

Case Study: Healthcare System Delivers OTT/CTV Ads to the Right Audience with Simpli.fi

07/23/2020

THE HEALTHCARE OPPORTUNITY

Approximately four out of every five people start the healthcare process by researching providers online (Doctor.com). This makes digital advertising a prime opportunity for healthcare providers to reach potential patients. As such, a well-respected healthcare system with facilities across the Midwest planned to run a campaign promoting its general orthopedic
services. It chose to work with a national broadcast group that has partnered with Simpli.fi for years.

Together, the brand and broadcast group wanted to reach users who matched their target demographics from a previous campaign at the household-level. They knew that Simpli.fi’s Addressable Audience Curation tool would be the perfect solution to build a relevant target audience.
 

IDENTIFYING THE AUDIENCE

The healthcare system originally ran a programmatic display campaign with Simpli.fi. After a successful launch, the advertiser chose to expand the campaign by targeting a similar audience using large-screen OTT/CTV ads.

The broadcast group leveraged Simpli.fi’s Audience Insights dashboard to report on the initial campaign’s audience demographics, and the tool revealed helpful information about the target audience. For example, the majority of its users were married, possessed higher education, were over the age of 35, and had a household income of at least $50,000. The gender composition was also evenly split between males (49%) and females (51%).
 

CURATING THE AUDIENCE

The broadcast company set out to replicate this audience profile for the OTT/CTV campaign. It used Simpli.fi’s Addressable Audience Curation tool, which enables advertisers to build custom audiences of individual households in real-time, based on hundreds of demographic factors. Simpli.fi can then serve ads across all devices at the individual address-level with Addressable Geo-Fencing.

The company curated an audience in three of the healthcare system’s top Ohio markets—Cincinnati, Toledo, and Youngstown. It targeted households with users who are married, have household incomes of $45,000+, and are at least 35 years old. The Simpli.fi platform identified 331,396 relevant households and automatically pinpointed the exact physical locations of these properties. Then, with Simpli.fi’s Addressable Geo-Fencing solution, the system drew
target fences around each address to capture users for retargeting.

The six-week campaign featured an OTT/CTV creative that highlighted the orthopedic department’s pain-relief care. By targeting large-screen devices, the advertiser hoped to achieve a Video Completion Rate of 90%.
 

PREMIUM INVENTORY DELIVERS SUCCESS

Simpli.fi ensured the campaign delivered in full and served on premium publishers such as PlutoTV, Sling TV, Xumo, Crackle, and Fubo.TV, as well as devices such as Roku, Apple TV, Amazon Fire TV, Xbox, and PlayStation. The campaign achieved a Video Completion Rate of 96.6%, which exceeded the advertiser’s goal.

Both the healthcare system and broadcast company were delighted by the success of the campaign and plan to continue partnering with Simpli.fi to execute household-level advertising.

Interested in using Addressable Audience Curation with your next campaign?

Get in touch at hi@simpli.fi, or contact your Simpli.fi representative.