Amazon Streaming TV Campaign Leverages Crossix Audience Segments to Deliver Audience Quality and Scale

Overview:

In a crowded mental health market, a leading brand wanted to make its streaming TV investment work harder. Rather than relying on broad reach alone, the brand partnered with Klick Health, Veeva Crossix, and Amazon Ads to apply health audience targeting to focus spend on consumers most likely to convert. The result: lower cost per new patient start, higher conversion rates, and stronger ROI.

The challenge

Streaming TV offers significant scale, but scale alone doesn’t drive conversions. For a brand competing in a crowded, highly competitive category, the challenge was clear: broad targeting was not enough. The team needed to move beyond wide-net audience strategies and focus investment on the most relevant health audience, without sacrificing reach.

Strategy:

Klick Health collaborated with Veeva Crossix to build a custom Consumer Audience Segment for Amazon’s Streaming TV environment. The team identified and prioritized its most qualified audience, narrowing the broad streaming audience to those most closely aligned with the brand’s business objectives.

This audience strategy was activated through Amazon’s Streaming TV solutions, including Prime Video Premiere and Streaming TV Plus, enabling precision targeting at meaningful scale.

The results

The approach delivered measurable gains across every key performance metric:

Efficiency and conversion

• 55% lower cost per new patient start vs. campaign average
• 33% higher conversion rate vs. campaign average

Business impact

• 2.6 times ROI — well above the 1.1 times average across other media partners

Why it worked

By moving beyond broad targeting and applying health audience targeting, the team was able to concentrate where it was most likely to drive action. Crossix Audience Segments gave the campaign a sharper targeting foundation while Amazon’s streaming solutions provided the reach to activate it at scale. Together, these elements improved acquisition efficiency and return on investment.

Ready to maximize your streaming TV investments? Read 3 Strategies for Audience Targeting Success to learn how to scale your precision targeting and drive high-impact results.