DEFINITION 6 Boosts Cancer Awareness With Video and Native Ads

Maximizing Reach Throughout the Campaign

DEFINITION 6 aimed to raise awareness about the Prevent Cancer Foundation’s mission of cancer prevention and early detection. They launched a video campaign in both English and Spanish to educate the public. The campaign achieved a cost per completed view (CPCV) of $0.03 and a video click-through rate (CTR) of 0.24%, demonstrating the effectiveness of combining video with native retargeting.

Solutions Used

Maximizing Campaign Impact With a Retargeting Strategy

To meet their campaign goals, DEFINITION 6 leveraged engaging video ads. After viewers watched the video, they were retargeted with native ads throughout the campaign’s four phases: awareness, risks, getting tested, and prevention. Here are some of the tactics they used:

Video

Launched a 30-second video campaign in both English and Spanish while keeping the CPCV costs down.

Native

Leveraged native advertising to retarget users who watched the 30-second video spot throughout the remainder of the campaign.

Retargeting

Retargeted users who watched the video through to completion with native ads to further raise cancer awareness.

DEFINITION 6 Finds Success in Video Campaign

Leveraging the effectiveness of video and coupling it with a retargeting native campaign, DEFINITION 6 succeeded in their strategy. The campaign achieved a CPCV of $0.03 and a CTR of 0.24%.

Video CTR

0.24%

CPCV (30 seconds)

$0.03

Diane Tilton

Campaign Manager

The Prevent Cancer Foundation

“Using video as an ad format enabled us to reveal to viewers how the work we do can positively affect what matters most to our foundation. By distributing it through paid media channels we amplified our content and put it in front of more people, who might not have been exposed to this very important message.”