Direct To Consumer Brand Takes Control Of Their TV Advertising With Self-Service Activation

The Challenge

A digitally-born, direct-to-consumer (D2C) provider of insurance products has a compelling value proposition: they make it easy for young parents to protect their families’ financial futures. Like so many other D2Cs, this one prefers to run their media planning and buying in-house. That includes TV advertising, which remains an effective vehicle for reaching Millennials.
 
But they had yet to find a simple, easy-to-use TV advertising software solution that offered the control they wanted and the flexibility they needed to maximize the reach of their target audience. The Insurer demanded total transparency on where their ads would run and how much they’d be paying in media versus fees.

The Transparent TV™ Solution

  • Rapid Experimentation

    Transparent TV provides multiple options for target audience creation and compresses planning and buying into a single stage. The Insurer moved fast, completing 44 different campaign scenarios that were adjusted for dayparts, spot length mix, and network restrictions.

  • Speedy Activation

    Transparent TV’s inventory is 100% national. Activating it happens fast, too, with plans getting on air in a matter of days. After finding the right balance of target audience reach, frequency, and CPM, the Insurer activated a national plan across 34 networks.

The Software

  • Audience Creation

    Our software let them build multiple custom audiences in seconds

  • Actionable Insights

    The Insurer analzyed how their own past campaigns reached their target audience by network

  • Competitive Analysis

    The Media Reports tool let them analyze competitors' media plans by daypart

Audience Creation

Our software let them build multiple custom audiences in seconds

Actionable Insights

The Insurer analzyed how their own past campaigns reached their target audience by network

Competitive Analysis

The Media Reports tool let them analyze competitors' media plans by daypart

The Results

The Insurer was thrilled with the intuitive analytics tools, the ability to rapidly iterate and test different campaign scenarios, the ease of activating a national campaign with just a click, and, of course, the transparent pricing. They were also pleased by the campaign’s performance—less than a month later, they activated another one.

  • 6

    custom audiences created

  • 44

    different campaign scenarios considered

  • 2

    competitive analyses run