Bayer Rx activates live sports on CTV to reach a niche audience

Key results

• Bayer Rx reaches hard-to-find audiences on premium live sports content in a traditionally hard-to-reach segment 

• Reduced cost per National Provider Identifier to $1.16 

• 65,000+ incremental target audience reached with cost savings from frequency controls 

BUSINESS OBJECTIVE

Capitalizing on the scale of live sports streaming

Bayer Rx, the pharmaceuticals division of global health care company Bayer, specializes in medicine to prevent and treat a wide range of diseases. The company has long valued decisioned media buying for digital marketing but recently embraced decisioned live sports, which can drive more value while reaching target audiences. 

Bayer Rx historically struggled to reach its most valuable audience — high-value health care professionals (HCP) — on live sports. A small audience pool limited its ability to scale. 

As a partner of The Trade Desk since 2019, Bayer Rx turned to us to see if we could help it reach HCPs in the United States by aligning with live sports. 

SOLUTION AND RESULTS

Reaching a niche audience with decisioned premium live sports

Bayer Rx worked with us to buy premium live sports inventory with a connected TV (CTV) campaign using a decisioned media buying approach. To further extend reach, Bayer Rx also used our proprietary live sports pacing technology and HCP targeting.

By activating premium live sports inventory, the company was able to scale its hard-to-reach HCP audience. Bayer Rx reached 26% of its HCP audience targeting pool in just seven days. It also reduced its cost per National Provider Identifier (NPI) to $1.16. By using our frequency controls, Bayer Rx increased its cost savings, which were reinvested to help reach over 65,000 incremental HCPs. 

After the success Bayer Rx saw with this strategy, it is reexamining its approach to TV buying. With a newly unlocked capability to reach its decisioned investment while also leveraging HCP-related sets, the company plans to continue scaling its HCP reach similarly in future campaigns. 

Find out how we can help you scale the reach of your more valuable audiences with live sports targeting. Contact us below or reach out to your account manager at The Trade Desk today.