Case Study: a major healthcare advertiser achieves incremental CTV reach with Comscore Campaign Ratings

a major healthcare advertiser boosts CTV reach with ComScore, driving 99.5% new viewers

A major healthcare advertiser, supported by their agency Monks, faced challenges in understanding the effectiveness and incremental reach of their CTV and linear TV ad buys at the market level. To bridge this gap, they incorporated Comscore Campaign Ratings (CCR) measurement into their cross-platform campaign on The Trade Desk platform.

Comscore implemented its CCR measurement directly within The Trade Desk to monitor the campaign. The results proved CTV's ability to significantly expand reach, with 99.5% of the CTV audience being new and not exposed by the linear TV campaign. Additionally, CTV delivered a 36% co-viewing lift. These insights, provided by Comscore, demonstrated the power of CTV to reach new audiences and allowed the advertiser to optimize media spend and improve campaign performance.