Precision Linear + Digital Video Activation Drives Measurable Lift in Paid Social Performance

Challenge

Demonstrate that precision-targeted upper-funnel video drives measurable mid- and lower-funnel engagement among high-value patients during key awareness windows, fueling an integrated cross-channel strategy.

Strategy

CMI Media Group paired Linear TV with digital video to drive measurable lift across channels like Paid Social, demonstrating video’s halo effect. Linear TV was audience-targeted using Nielsen and CMI’s proprietary EMPOWER DTC methodology, transforming a broad medium into a data-driven, healthcare-specific activation. Paid Social focused on patients who had postponed treatment but remained under physician monitoring, optimized for link clicks. Aligned creative across Video and Social ensured consistent storytelling and maximized cross-platform engagement.

Results & Learnings

• Linear TV drove meaningful organic engagement; on one social platform, Linear units triggered a 4xincrease in views versus the prior nine-week average
• Paid Social CTR peaked at 6.27% immediately following a contextually-aligned Linear TV sponsorship
• September delivered the highest sustained CTR  of 3.69%, up 434% vs. benchmarks, which coincided with heavy video activity, highlighting strong patient engagement during this period
• Integrated Video and Social activation consistently amplified engagement efficiency across the funnel
• Findings validate Video’s halo effect, demonstrating that upper-funnel investment directly strengthens lower-funnel performance across channels