Bayer: Finding dog lovers and reducing eCPC

dog commercial for Bayer


Lower CPC



Bayer is a Life Science company with a more than 150-year history and core competencies in the areas of health care and agriculture.

Campaign Goal

Promote Bayvantic, BayerDVM’s flea protection for dogs and beat CPC target.

The Challenge

Targeting dog parents are notoriously difficult as dog lovers span every demographic, region, lifecycle, and income level. The data that is available is limited and has many marketers competing to reach the same pool of users.

The Densou Trading Desk in Denmark wanted a new and more cost-effective approach to distinguish dog parents from other consumers and turned to Digiseg for help.

The Solution

Digiseg has extensive experience in pet-related campaigns; experience its data scientists leveraged as a starting point for this campaign. For instance, Digiseg had previously discovered that people who live in smaller cities and suburban areas are more likely to have a dog.
Additionally, people with fewer devices, spend less time online, and strive for a healthy balance between their online and real-world lives are more likely to dote on their furry family members. We combined these attributes to create a new segment of dog owners.

The Results

The assumptions about pet ownership were extremely accurate, and pushed the boundaries in terms of programmatic performance.

45% Lower CPC

10% Conversions

Boost engagement – Increase viewability – Drive conversions – Deliver ROAS.

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