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While 38% of marketers struggle with attribution, we recognized the potential to bridge the gap between brand and performance, leveraging CTV.
AdventHealth faced a classic marketing challenge: driving brand awareness within a heavily regulated healthcare environment, where limited tracking capabilities and reliance on search hindered the perceived efficiency of awareness channels. However, this challenge presented a significant opportunity. The fragmented consumer journey, averaging six touchpoints before conversion, coupled with the proven 6x sales lift from brand-building media, demanded an integrated approach. While 38% of marketers struggle with attribution, we recognized the potential to bridge the gap between brand and performance, leveraging CTV to drive measurable results.
Our brandformance strategy for AdventHealth was strategically designed to overcome regulatory limitations and unlock CTV's full potential. It centered on two key pillars: data-driven optimization for efficient reach and measurable impact, and strategic partner diversification to maximize interactive engagement and align with business objectives. This approach moved us beyond basic metrics, enabling us to pinpoint high-performing partners and creative executions that delivered tangible results.
The Strategic Foundation
Maximizing Impact with Efficient Data and Intent-Driven Reach. Our strategy focused on maximizing impact with efficient resource allocation in a landscape constrained by regulatory limitations. We moved beyond traditional, simplistic metrics, prioritizing intelligent data analysis to identify partners delivering optimal CPMs while simultaneously driving increased audience intent and broader reach. This approach allowed us to do more with less, ensuring every dollar spent contributed to meaningful results. Crucially, we placed significant emphasis on brand search lift. Recognizing that search behavior directly reflects consumer interest and intent, we meticulously tracked and analyzed search volume increases. This data-driven approach enabled us to understand the true impact of our CTV campaigns, revealing the tangible connection between brand exposure and active consumer engagement. By focusing on efficient CPMs alongside intent-driven reach and measurable brand search lift, we established a robust framework for driving performance in a restricted environment.
Activation and Creative Innovation: Partner Diversification and Interactive Engagement. Recognizing the importance of strategic partnerships, we embarked on a rigorous partner diversification strategy, testing multiple CTV platforms based on historical performance and their alignment with AdventHealth's business objectives. This ensured we were leveraging the most effective channels to reach our target audience. We then focused on creative innovation, implementing interactive elements to bridge the gap between viewing and action. QR codes with overlays facilitated immediate location finding, while interactive units showcasing live and post-game highlights integrated the AdventHealth brand seamlessly. In adherence to stringent industry regulations, we prioritized premium inventory, ensuring brand safety and maximizing campaign effectiveness. Finally, we implemented dynamic, ongoing campaign adjustments, driven by real-time data analysis, to optimize inventory and targeting pairings. This iterative approach allowed us to continuously refine our strategy and maximize performance.
Results
The summer CTV flight demonstrated significant success in driving brand awareness and efficient reach for AdventHealth. Through strategic partner diversification, we successfully reached 29.8 million consumers, achieving a healthy frequency of 4.6 impressions per user. This resulted in a total of 148.1 million impressions and 607,000 clicks, all while maintaining an overall CTV CPM of $12. Crucially, we observed substantial brand lift across nearly every target market, with an average lift of 3x across all AdventHealth brands. This outcome validated our approach of combining strategic partner selection with a focus on efficient reach and impactful creative, demonstrating CTV's effectiveness as a powerful brand-building channel.
Recapping NC’s POV to Brandformance: This case study confirms that CTV can be a powerful brandformance tool, even in regulated environments. Integrated measurement, moving beyond siloed metrics, is vital for understanding campaign impact. Creative innovation, such as interactive ads, drives engagement and conversions. Prioritizing premium inventory is essential for brand safety. Continuous testing and data-driven optimization are key to maximizing performance. By focusing on these strategies, AdventHealth unlocked the potential of CTV, proving its value as a dynamic, performance-driving channel.
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