Driving a 10x higher daily reach through OTT/CTV than traditional linear TV


The Challenge

A pharmaceutical brand partnered with Varick to increase the scope of their TV coverage outside of Traditional Linear TV and promote their pet medication product lines with their targeted audience.

The Execution

Activated across numerous OTT/Connected TV outlets to reach and engage the targeted audience.

Engaged consumers with pre-roll video using Amazon Shopper Data to reach pet-owners.

The Insight

Mimicked client’s traditional linear buy across specific networks using OTT, including Animal Planet and The Food Network.

Targeted channels which indexed highlight for pet owners and overlaid 3rd party data to reach the targeted audience.

The Impact

24% higher completion than client’s campaign goal through OTT/CTV delivery

14% higher completion rate and a 18% lower CPCV driven by opening up content targeting

Drove a 10x higher daily reach through OTT/CTV than client’s previous linear TV campaign

“While there are many Connected TV providers in the market, there are only a handful with the scale and experience to operate a successful enterprise campaign. We were very impressed with [Varick’s] ability to navigate a quickly changing space, while also getting us impressive results… their targeting strategy gave us much more scale and reach than we had originally anticipated.”

 

Jackie Singley
Guidemark Health