Strategically, the campaign leveraged sophisticated measurement approaches that set it apart from previous efforts. The client permitted pixel deployment on their website, enabling advanced tracking and attribution across the campaign flight. Notably, an incremental lift study compared performance between “exposed” and “dark” markets. This experimental design allowed the team to directly attribute performance gains to the CTV initiative, providing concrete evidence of media impact.
Audience targeting was a key differentiator in the campaign’s execution. Using lookalike modeling based on website pixel data, the team zeroed in on users who had already demonstrated intent through lower-funnel activity—such as button clicks—rather than casting a broad net across all site visitors.
Further customizing the buy, Strategus built a custom audience segment tailored to the client’s offerings: targeting potential patients researching varicose vein treatments, sclerotherapy, laser therapy, and other minimally invasive vein procedures. This nuanced segmentation ensured that messages resonated with those most likely to be interested in vein health solutions.
With 45,682 website visits and 821 qualified leads driven, the campaign proved how advanced targeting and measurement can tie CTV directly to patient acquisition. The results gave the client confidence in expanding their CTV efforts and showed the tangible impact of investing in a more strategic approach.
.svg){kind=small}
