Online healthcare provider Boots Online Doctor has successfully leveraged Connected TV (CTV) to deliver significant brand consideration uplift and outperform typical results in the health sector.
With Quantcast as its in-house programmatic partner, Boots Online Doctor ran a campaign to promote its holistic weight loss support service, which includes one-to-one coaching, a podcast, and app-based tools. The challenge was to reach a niche, health-conscious audience at scale, without relying on third-party cookies or compromising consumer privacy.
The strategy combined intent-based targeting from real-time browsing signals, contextual placements in wellness content, and cookieless activation at scale. Sequenced messaging across formats ensured every touchpoint reinforced the brand’s message and built deeper engagement.
CTV quickly emerged as the breakout channel. Viewers watched ads through to completion over 97% of the time, with brand lift reaching nearly 70% among 40-49-year-olds. However, these results didn’t happen in isolation; they were powered by an omnichannel approach spanning display, online video (OLV), and CTV, and the ability to make real-time optimisations.
“Targeting the ideal audience with the right message at the optimal time is notoriously complex, but Quantcast has made this infinitely easier for us,” said Rebecca Tillman, Paid Media Lead at Boots Online Doctor. “The platform enables us to build an audience, engage them across CTV, online video, and display, and gain real-time insights. Managing our programmatic campaigns in-house further strengthens our efforts, giving us the agility and control to move quickly, experiment with creative, and stay aligned with broader business goals.”
Using Quantcast’s Brand Lift Live™, the team tracked performance by format, device, and audience segment, fine-tuning tactics on the fly. The results speak for themselves.
Boots Online Doctor achieved a 7% total brand consideration lift, surpassing industry benchmarks, and saw standout results across formats, including a 20% brand consideration lift from Connected TV (CTV), proving its effectiveness beyond awareness alone.
Cross-channel retargeting drove a 12% lift, while top-performing strategies delivered a 28% lower average CPM. Crucially, real-time insights enabled the team to optimize budget allocation mid-campaign without increasing overall spend.
Ellie Lane, Head of Client Strategy at Quantcast, said: “This campaign shows what happens when you blend great creative with smart targeting and fast feedback. We’re proud to help brands like Boots Online Doctor reach high-intent audiences with high-performance advertising that delivers results.”
