Casper: Driving Efficient Reach with Bell First Party Data

Optimizing audience targeting through advanced data insights

Casper needed to maximize reach and efficiency within a competitive mattress category. By leveraging Bell First Party Data, the brand moved beyond broad targeting to activate high-value Canadian audience segments, including adults aged 25–40 and pet owners.

Through The Trade Desk (TTD), Casper delivered ads within premium Connected TV (CoTV) environments while activating competitive in-market mattress audiences. This layered strategy increased relevance, reduced waste, and improved performance across key metrics.

By pairing Bell’s data with premium addressable inventory, the focus shifted from simply delivering impressions to reaching more net-new households. Careful frequency management ensured the budget was spent introducing Casper to new potential customers, rather than repeatedly serving the same viewers.

Connected TV Creates Precision and Impact

Bell Media’s proprietary audience data enabled Casper to reach high-intent Canadian households aligned with its growth segment. By activating demographic, interest-based, and in-market signals, the campaign delivered precision at scale.

Ads ran in premium, brand-safe environments where attention is high and ad clutter is low, driving stronger engagement and brand affinity.

Within just two weeks, that precision translated into measurable efficiency. The campaign achieved the lowest cost per unique visitor across all Casper campaigns, with stronger performance at both the individual and household level.

These results challenged a common assumption: premium Connected TV isn’t just high quality — it can also be highly cost-efficient.

By focusing on unique reach and avoiding unnecessary repeat exposure, the campaign improved cost performance while protecting the overall customer experience.

The Takeaway: Why It Worked

• First-Party Data Drives Precision: Bell’s audience insights improved targeting and cost-efficiency
• Optimized Media Spend: Strategic data use led to superior campaign performance
• Enhanced Effectiveness: Combining trusted Canadian media with smart digital tools delivered measurable impact
• Premium Inventory Performed Efficiently: High-quality environments, paired with strong data, delivered the lowest cost per unique reach in the campaign mix