STRATEGY

The campaign split across two parallel channels within DV360, each serving a different function in the awareness push:

• Deployed display ads to three audience layers: general consumers through broad Google segments, returning visitors through retargeting, and high-value readers on premium publisher sites including Vogue, NYT, Euronews, Yahoo, USA Today, and MarketWatch
  
  

• Ran YouTube video ads on premium Georgian channels such as Katsebi, Setanta Sports UFC, and Ninutsa’s Channel to concentrate video views within locally relevant content
  
  

• Used two video formats in parallel – non-skippable six-second bumpers for frequency and reach, paired with 21-second spots for complete message delivery
  
  

• Applied location-based targeting to concentrate impressions in Tbilisi, Batumi, Kutaisi, and other major urban centers where Pharmadepot operates physical locations
  
  

• Front-loaded budget allocation to the first 24 hours to capture peak attention before audience saturation set in during the remaining two days
  
  

EXECUTION

The campaign went live simultaneously across display and YouTube inventory within DV360. Display banners ran on a mix of broad programmatic inventory and specifically secured premium placements on international publisher sites, giving the campaign both scale and brand-safe visibility. The retargeting layer re-engaged users who had previously visited Pharmadepot’s website, driving higher click efficiency from an audience already familiar with the brand.

The deliverables produced for the campaign covered both video and display formats:

The two video formats served complementary roles. Six-second bumpers generated frequency and kept the birthday event top of mind across multiple touchpoints, while the 21-second spots carried the full promotional message for viewers encountering the campaign for the first time. That dual-format approach allowed the campaign to balance reach with message depth within a compressed timeline.

KEY INSIGHT