National Health Insurance Provider Reaches Target Audience with Simpli.fi’s ZTV Targeting Solution
Overview
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CPM cost savings offered on the data side, no sacrifices made to inventory quality
Bridging the Gap Between Linear TV and CTV
As the television landscape undergoes a transformative shift towards streaming viewership, linear and connected TV (CTV) are working together to redefine how brands reach audiences and maximize relevance. Simpli.fi’s proprietary ZTV solution provides access to ranked U.S. Census demographic data and Automatic Content Recognition (ACR) data to help advertisers extend their reach to a relevant audience of streamers, bridging the gap between linear TV and CTV advertising.
Recently, one of the nation’s top insurance providers was looking to drive an increase in applications for their Medicare Advantage plans during this year’s open enrollment period. The insurance provider worked with a top global media agency to implement a programmatic strategy that would complement their current linear television buy and drive viewers to their website for more information. Together, they partnered with Simpli.fi to leverage their ZTV solution to reach Medicare eligible individuals at a local scale with video creative served across CTV devices.
Reaching Medicare Eligible Seniors
The health insurance provider wanted to target an audience of senior citizens, aged 65+, who were eligible for the nation’s Medicare Advantage insurance program. The advertiser targeted six specific priority DMA markets throughout North Carolina in order to reach eligible seniors. Simpli.fi worked with the client to develop a list of ZIP codes that corresponded to each of the targeted DMAs.
The advertiser utilized Simpli.fi’s ZTV solution to maximize reach and household coverage across the targeted ZIP code lists. Simpli.fi’s ZTV solution uses a proprietary ZIP code ranking system based on age, gender, and household income, as well as an indexing of how likely people in a specific ZIP code are to consume linear TV compared to CTV content. Rather than targeting each of the six DMAs in their entirety, Simpli.fi’s ZTV solution provided the advertiser with the ability to focus on the highest indexing CTV ZIP codes and precisely reach their target audience while maximizing their campaign ad spend.
With the ZIP codes ranked in each DMA, the Simpli.fi team served ads to seniors who reside in ZIP codes that indicated high viewability for streaming CTV content for individuals aged 65+. The advertiser utilized ads promoting their Medicare Advantage insurance offerings and prompted viewers to call for more information in addition to directing them to the client’s Medicare Advantage specific webpage.
Delivering Across Top Inventory Sources
In just the first six weeks, the campaign resulted in an overall eCPM of $16.13, exceeding the client’s goal of an $18 eCPM for :60s ads and an $16.50 eCPM for :30s ads. The Simpli.fi team continuously optimized performance throughout the campaign by concentrating on top inventory sources. They worked to maintain consistent pacing given the targeted demo of adults aged 65+ and the localized location targeting. The client saw an overall Video Completion Rate (VCR) of 98.7% while delivering on top publishers such as National Geographic, Hulu, Paramount, ESPN, Fox Sports, the History Channel, and more. The national healthcare insurance company plans to continue working with Simpli.fi to increase awareness about their Medicare Advantage offering through Simpli.fi’s ZTV solution during this year’s open enrollment period.
Are you ready to maximize your relevance with Simpli.fi’s ZTV Solution?
Get in touch at hi@simpli.fi or contact your Simpli.fi representative.