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Telfast Expands Market Share with Innovative BVOD Strategy

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Industry

Pharmaceuticals & Healthcare

Challenge

Telfast and Foundation faced the challenge of fragmented TV and BVOD planning and measurement, lacking unified person-level cross-media insights to optimize incremental reach and frequency across an increasingly diverse connected TV landscape. This complexity limited Telfast's ability to efficiently grow its presence and engage new audiences in the highly competitive allergy-relief market.

Results

By adopting a data-driven, privacy-first BVOD strategy with integrated person-level cross-media measurement, Telfast doubled its brand growth, expanded its market share to 19.2%, and reached 3.7 million unique households. The campaign delivered 1.65 million incremental BVOD-only households, maximizing efficiency and minimizing wasted impressions, while validating the power of deterministic audience measurement for business growth.

Key Product

BRANDBEAT, REACHBEAT, FOOTFALLBEAT

www.telfast.com/en-au
$5.4M+
Brand Awarness
100+
Deals Completed
7.6x
ROI
$2M
Cost Savings

“The partnership with Beatgrid demonstrated, in almost real time, which audiences were reached and on which devices. This collaboration with key technology partners has produced fantastic campaign outcomes that have contributed to strong business results.”

Ashley Wong

Head of Digital, Data and Innovation - Foundation Australia

"This innovation in targeting and measurement across channels is born through the collaboration between our Foundation team, The Trade Desk, Samba TV, and Beatgrid. It is this kind of thinking and partnership that has contributed to Telfast retaining the position of the No. 1 allergy brand in Australia across 2021.”

Tracey Peters

Media and Agency Relations, Sanofi Consumer Healthcare ANZ

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About Telfast

Telfast, a leading antihistamine brand from Sanofi, is trusted worldwide for providing fast and effective relief from allergy symptoms. The brand is committed to advancing consumer health by helping millions manage their allergies and live more comfortably every day.

The Challenge

As Australian viewers migrated from traditional linear TV to an increasingly fragmented array of connected devices, Telfast recognized the urgent need for a unified advertising approach. Traditional TV and BVOD media planning operated in isolation, creating barriers to understanding total campaign reach and managing frequency holistically. This fragmentation made it difficult for Telfast to efficiently grow market share in the allergy-relief category, as reaching new audiences without oversaturating existing ones was nearly impossible with legacy measurement techniques.

The Solution

To address this, Telfast and Foundation selected an end-to-end BVOD strategy on The Trade Desk, integrating Samba TV’s cross-screen viewership data with person-level cross-media measurement from Beatgrid. This approach enabled precise targeting of audiences not reached by linear TV and provided deterministic insights into incremental reach and frequency. Tracey Peters, Media and Agency Relations at Sanofi Consumer Healthcare ANZ, highlighted the strategic impact: “We understand that our consumers are continually evolving in how they engage with and use media. This is what drives our efforts in digital transformation to better engage with our consumers with products such as Telfast. This innovation in targeting and measurement across channels is born through the collaboration between our Foundation team, The Trade Desk, Samba TV, and Beatgrid. This has enabled our market-leading allergy-relief brand to reach more allergy sufferers, more efficiently. It is this kind of thinking and partnership that has contributed to Telfast retaining the position of the No. 1 allergy brand in Australia across 2021.” By leveraging real-time, privacy-first, person-level audience data, Telfast moved beyond siloed campaign management to optimize incremental reach, frequency, and campaign performance across TV and digital devices.

 

 The Results

Telfast’s innovative BVOD strategy delivered measurable business outcomes. The campaign achieved 2x brand growth for the season, expanded market share to 19.2%, and reached 3.7 million unique households. Importantly, BVOD drove 1.65 million incremental households reached exclusively, with more efficient frequency management compared to linear TV.

These results underscore the effectiveness of deterministic, person-level cross-media measurement in driving incremental reach, optimizing audience engagement, and delivering category-leading growth.