A pharmaceutical brand put its spend where consumers were actually watching

A leading pharmaceutical brand activated WBD’s StreamX, powered by VideoAmp cross-platform planning and measurement, to reach consumers efficiently across linear, streaming, and digital.

The challenge: reaching targeted pharmaceutical consumers most efficiently

The brand was targeting pharmaceutical consumers across linear and digital, but didn’t know how best to allocate spend across WBD’s portfolio of networks and platforms to most efficiently reach this audience.

How VideoAmp closed the loop

VideoAmp powered the cross-platform plan, forecasting based on census-level TV and streaming viewership data to find targeted consumers wherever they were watching.

After the campaign, VideoAmp measurement validated the results with deduplicated cross-platform reach and frequency, demonstrating the incremental reach delivered in streaming, while minimizing overlapping impressions across platforms.

The results

The plan reached 23.6M target audience households across linear, streaming, and digital at an average frequency of 3.4x. Digital contributed 5% incremental reach beyond linear and streaming, and less than 1% of the audience saw the campaign on more than one platform.