Case Study: Pharma Company achieves 37% improvement in media efficiency with C3 Metrics

37% improvement in media efficiency

Pharma Company was relying on traditional DTC TV just as consumers shifted heavily to digital, and they discovered digital display networks were claiming outsized conversions through last-click measurement, non-viewable impressions, cookie stuffing and ad fraud. C3 Metrics, using its Attribution Data Cloud and enterprise MTA, MMM & UMM solutions (including real-time viewability controls), was engaged to diagnose and fix those attribution and measurement failures.

C3 Metrics implemented cross-platform multi-touch attribution, real-time controls for non-viewable ads and the Attributed Cost Per Action (ACPA) metric to assign correct NPV by channel and keyword. The vendor’s recommendations redirected inefficient display spend, added a new network, and renegotiated publisher buys at a 65% discount; display efficiency improved 167%, YouTube pre-roll was found 324% more cost-effective than other video buys (driving a 1.9x decrease in ACPA), TV efficiency rose 19% across 17 cable networks, and overall media efficiency improved 37%.