Case Study
 
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Breaking Through Saturation: Brightside Health’s Performance TV Success

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01 The Challenge of Compliance and Saturation

In 2022, tighter HIPAA regulations pushed Brightside Health to rethink their marketing approach. Social media — once a key channel — became too restrictive and oversaturated. To stay compliant and data-driven, they paused to find a new solution that could balance privacy standards with performance, ultimately turning to Performance TV.

02 Why CTV Became the Answer

  1. It let them remain privacy-centric without losing the insights that inform decision-making.
  2. It's easier to stand out because it was a less saturated and more engaging medium than social media.
  3. It's a channel with transparent data that lets them test incremental impact and optimize, ensuring every dollar delivered measurable results.

Driving Demand

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15%

more actions with CTV

Budget Growth

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672%

YOY increase in CTV spend

Audience Attention

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58%

view-through rate on CTV ads

03 Key Outcomes Delivered

Rapid Execution
Creative assets, including :15 and :30 ads, were produced in less than two weeks.

Transparent Data
Exposure logs and user journey data integrated with Brightside Health’s own data warehouse.

Validated Result
Tools like PSA tests validated CTV’s actual contribution to customer acquisition.

Continuous Improvement
Biweekly optimizations with tvScientific ensured continuous improvement to meet CPA goals.

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CTV started as an experiment for us as we looked for ways to break through on oversaturated channels like social. It quickly turned into one of our most effective channels. Having tvScientific as our technology partner gave us the advanced measurement tools and support we were looking for to drive consistent results.

Chris Pastorius, Head of Growth at Brightside Health

Chris Pastorius

Head of Growth, Brightside Health

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