DEFINITION 6 Boosts Cancer Awareness With Video and Native Ads
Maximizing Reach Throughout the Campaign
DEFINITION 6 aimed to raise awareness about the Prevent Cancer Foundation’s mission of cancer prevention and early detection. They launched a video campaign in both English and Spanish to educate the public. The campaign achieved a cost per completed view (CPCV) of $0.03 and a video click-through rate (CTR) of 0.24%, demonstrating the effectiveness of combining video with native retargeting.
Solutions Used
Maximizing Campaign Impact With a Retargeting Strategy
To meet their campaign goals, DEFINITION 6 leveraged engaging video ads. After viewers watched the video, they were retargeted with native ads throughout the campaign’s four phases: awareness, risks, getting tested, and prevention. Here are some of the tactics they used:
Video
Launched a 30-second video campaign in both English and Spanish while keeping the CPCV costs down.
Native
Leveraged native advertising to retarget users who watched the 30-second video spot throughout the remainder of the campaign.
Retargeting
Retargeted users who watched the video through to completion with native ads to further raise cancer awareness.
DEFINITION 6 Finds Success in Video Campaign
Leveraging the effectiveness of video and coupling it with a retargeting native campaign, DEFINITION 6 succeeded in their strategy. The campaign achieved a CPCV of $0.03 and a CTR of 0.24%.
Video CTR
0.24%
CPCV (30 seconds)
$0.03
Diane Tilton
Campaign Manager
The Prevent Cancer Foundation