Abbott Corporate: Enhancing marketing efforts using DMP

Durgesh Singh, Chintan Soni, Chinmay Chandratre

Abbott Laboratories, a pharmaceutical company, launched a campaign in India to boost overall reach by five million, reduce cost per view (CPV) by 50% and cost per thousand impressions (CPM) by 22%.

Campaign details

Brand: Abbott CorporateBrand owner: Abbott LaboratoriesLead agency: Madison MediaCountry: IndiaIndustries: DTC, prescription productsMedia channels: Online video, Social media, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

A Customized Audience & Communication Strategy coupled with Optimization's basis Audience Analytics helped us:

  • Boost the overall Reach to 5 Mn with a targeting accuracy of 92%.
  • Reduce the CPV by 50% & CPM by 22%
  • The Overall Composite Index Score (Quality Index) for the Website visitors increased by 52% in addition to enriching the 1P Audience...

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