Pharmaceutical: OTC

Objectives:

Generate sales for advertised antacid medication

Targeting:

Purchasers of the advertiser’s antacid and its competitors’ OTC medication

Execution:
  • Identified OTC medication purchasers
  • Target segment identified within DIRECTV subscribers
  • Addressable campaign created
  • Campaign flight: 7 weeks
  • Control/exposed methodology
  • National Comparison
Result:
  • The Addressable campaign drove an increase the average dollars spent per HH
  • There was a 7% lift compared to the control group and an impressive +725% lift over the national audience, proving the strength of the targeting segment and the impact of media exposure

+7% Lift over the Control
+725% Lift over National

*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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