Client Objective

A U.S. state public health organization launched a digital campaign to encourage STI testing among adults ages 18 to 44 statewide. To effectively connect with a diverse population, the organization utilized bilingual creative designed to reach both English and Spanish-speaking audiences.

The organization partnered with Strike Social to maximize YouTube’s inventory on Connected TV (CTV). The goal was to raise awareness of a sensitive public health topic while making sure the messaging remained clear and the media delivery remained highly efficient.

44%

Combined CPM efficiency achieved vs. guaranteed

1.17x

View efficiency index generated from CTV placements

29%

CTV view rate achieved from Spanish-language placements

Delivering Bilingual Public Health Awareness on YouTube CTV

• CTV-First Media Allocation: Strike Social strategically focused the campaign on Connected TV, selecting high-attention placements that are well-suited for sensitive health topics.

• Efficiency-led Buying On Connected TV: Our team aimed to access premium YouTube Connected TV inventory while continuously optimizing for cost efficiency. This continuous optimization balanced message quality with cost control, driving a 43.8% CPM efficiency and a 24% Video Completion Rate, which was the highest among all other devices.

• Strategic Bilingual Campaign Structuring: Separating the budget, targeting, and performance measurement by language helped keep the messaging highly relevant while improving cost control and engagement for both audience groups. As a result, the Spanish campaign achieved even higher efficiency compared to the overall achieved CPM.