Bayer gains insights with TV audience integration in The Trade Desk.

"Leveraging Numeris segments within The Trade Desk has supercharged the efficiencies for our video campaigns. By smartly targeting both light and heavy TV viewers, we've expanded our reach while reducing overlap, essentially, making our investments work harder across both linear and CTV. The impressive results speak for themselves."

Tracy Ball | Director, Media and Digital Platforms | Bayer

Overview

Bayer is a global pharmaceutical and life sciences company that operates in three main divisions: Pharmaceuticals for conditions like cancer and cardiovascular diseases, Consumer Health offering a range of products including Aspirin and Claritin, and Crop Science including seeds, crop protection, and digital farming tools. With a mission of "Health for all, Hunger for None" Bayer focuses on improving health and nutrition through innovative solutions.

Current challenges

An important KPI within Bayer’s consumer health division, with over 30 consumer health product lines in Canada, is about driving household penetration growth.

However, the inability to balance reach and frequency across platforms, especially when channels are evaluated in isolation, has limited the company’s ability to maximize the efficiency and impact of its media investments.

How can Bayer more effectively integrate its CTV campaigns with existing linear TV efforts to boost household penetration?

The approach

Numeris, NLogic, Environics Analytics and The Trade Desk recently announced a new partnership that allows programmatic TV buyers to access Numeris' TV data directly through The Trade Desk.

This means new TV audience segments (heavy, medium, light, and non TV viewers) will be accessible through The Trade Desk, resulting in more precise ad targeting across both linear TV and streaming platforms.

Bayer was one of the first testers of this new offering. They tested this new offering with several of their fall campaigns for brands like Claritin, RestoroLAX and Canestin. For brands that were investing heavily in linear TV, they wanted to build a CTV campaign that grew household reach by targeting light linear TV viewers. For brands that were low on linear TV investment, they wanted to build CTV campaigns that included heavy linear TV viewers.