Driving Awareness and App Activity for Streaming Crime Series
Reaching Custom Target Audience for Original Docuseries Debut
A streaming platform needed to drive targeted awareness for the premiere of its new true crime docuseries.
Secondarily, the client’s goal was to capture app activity, through Simulmedia’s integration with Kochava, to help identify and report on key outcomes such as installs, video starts and payment completions that could be attributed to national TV.
Targeting Likely Viewers With a TV Campaign Across 54 Networks
Simulmedia leveraged viewing data and the client’s first-party data targeting to create a custom target of likely viewers for the new series: A25-54 audiences of similar or like-minded programming who also subscribed to a streaming video service.
Simulmedia then executed a data-focused campaign across 54 national linear TV networks over 3 days to efficiently maximize reach against the custom target and drive awareness of the series’ premiere on the streaming platform.
Simulmedia Overdelivered on Guaranteed Impressions and Drove Digital Outcomes
Simulmedia drove significant awareness to the custom target (1.3M viewers) and A25-54 demo (2.4M viewers), delivering 107% of the guaranteed impressions while reaching 3.75% of the total Live+3 audience for the series’ launch.
Through its Kochava integration, Simulmedia was also able to measure how people exposed to the campaign were engaging with the streaming service’s app by measuring installs, video starts and payment completions.
As a result, Simulmedia was able to attribute the following outcomes to this campaign: 14,481 app installs (135% total lift while campaign was live); 81,284 video starts; and 2,565 payment completions (165% total lift).