How Verman achieved 63% more clicks than target with native advertising

The challenge

Verman wanted to introduce its new product, Bethover B12 Muisti Plus, to the right audience and build awareness around brain health among consumers aged 55+. The product is designed to support memory and brain function in older adults, making it essential to reach an audience that would both relate to the message and engage with educational health content.

The challenge was twofold:

• Reach a highly specific target audience (55+ consumers) efficiently.
• Deliver an educational message about memory, brain health, and preventative wellbeing in a way that felt trustworthy and engaging.

At the same time, the campaign needed to complement Verman’s broader media strategy, which already included commercial TV placements around popular Finnish programs such as MasterChef Suomi, The Voice of Finland, Suurmestari, and Tähdet tähdet.

Solution

To support the TV campaign and strengthen engagement with the 55+ audience, Verman chose Readpeak native advertising as the campaign’s digital channel.

Native advertising was selected because it allowed the brand to:

• Reach the right demographic in an authentic editorial environment.
• Educate consumers through informative, health-focused content.
• Sustain engagement beyond the initial awareness spike created by TV.

The campaign ran for one month in Finland and combined:

• Native advertising through the Readpeak network, targeting 55+ audiences specifically.

• Commercial TV and linear TV targeting 45–70-year-olds.

The native campaign was distributed across premium Finnish publisher sites, including:

• MTV Uutiset
• MTV App
• Meillä Kotona
• Eeva
• Apu
• Ilta-Lehti
• Ilta-Sanomat

Three different creative variations were tested to identify which messaging resonated most strongly with the audience. The strongest-performing creatives focused on themes related to forgetfulness and brain health, helping make the message highly relevant for the target group.

An interesting insight emerged from the campaign: while TV generated a strong initial traffic spike during the first week, native advertising gained momentum over time and maintained stable performance throughout the entire campaign period.

Results

Key insights

Lifestyle publishers played a major role in reaching the right audience and generated some of the campaign’s highest CTRs. Eeva and MTV delivered particularly strong engagement performance. The strongest creative variation generated:

• 65% of all campaign clicks
• Lowest CPC at €0.76

The best-performing creatives shared a common theme around “forgetfulness,” providing valuable learnings for future campaigns.

Audience and media impact

The campaign also revealed a strong connection between TV and digital consumption habits:

Consumers watching MTV on TV were also actively engaging with MTV’s digital properties, showing a clear cross-channel correlation between broadcast and native media consumption.

Most importantly, the campaign successfully reached and engaged the intended 55+ audience, proving Readpeak’s native network to be an effective long-term channel for the Bethover brand.