Case Study: Telfast expands market share in allergy relief with The Trade Desk's BVOD strategy

Telfast expands market share in allergy-relief category with an innovative end-to-end BVOD strategy

Telfast, a well-known antihistamine brand, worked with Foundation to adapt its media strategy as more Australians shifted from linear TV to connected devices. The main challenge was that TV and BVOD planning and trading were siloed, making it hard to measure holistic reach and frequency while also growing market share in the allergy-relief category. The Trade Desk’s programmatic ad buying platform, with BVOD capabilities, was used to help reach more people more efficiently.

The Trade Desk enabled an end-to-end BVOD strategy using Samba TV data integration for planning and Beatgrid cross-media measurement to prove incremental reach. The campaign reached 3.7 million unique households, delivered 1.65 million people reached exclusively via BVOD, and helped Telfast grow market share from 18.2% to 19.2%, making it the No. 1 allergy-relief brand in the category. The Trade Desk also helped reduce wasted frequency and improve campaign efficiency, with BVOD frequency at 6.23 versus 18.74 for linear TV.

Telfast

Tracey Peters

Media and Agency Relations