When it came to expanding their impact across audiences, GSK and MediaCom turned to DoubleClick’s video technology Programmatic Guaranteed to buy video ad inventory on premium websites. This case study looks at how the pharmaceutical giant got a 65% view-through rate with the new automated platform.
Case study summary
• Pharma giant created to campaign to showcase how its research helped save lives
• Used DoubleClick to guarantee delivery via the best publishers and impressions
• Agency MediaCom looked used insights to optimise budget towards best performing audience segments.
• GSK got 8m completed views with a view-through rate of 65.6% and cost per view of £0.03
The challenge
As a multinational pharmaceutical company, GSK wanted to present the public with a more human face. GSK worked with MediaCom to highlight their investment into ground-breaking research that’s helping save people’s lives. In telling this very human story, the campaign used video to deliver a highly emotive impact.
The solution
Working with DoubleClick’s Programmatic Guaranteed to buy video ad inventory on premium websites the team was able to guarantee delivery via the best publishers and impressions.
By using DoubleClick, MediaCom could look at key audience insights and action those insights at the click of a button, then optimize budget towards best performing audience segments.
The results
As a result, GSK achieved 8 million completed views with a view-through rate of 65.6% and cost per view of £0.03, as well as a significant shift in brand perception among valuable audiences.
• 65% view-through rate
• £0.03 cost per view
• 8 million completed views
• 82% completion rate
• Significant shift in brand perception
Tom Kelly, Programmatic Director, MediaCom, said: “Through Programmatic Guaranteed we were able to look at key audience insights as well as action those insights by the click of a button and then optimise budget towards the best performing audience segments.”
