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case study

TV Network Increases App Downloads with New TV Ad Strategy

TV Network Increases App Downloads with New TV Ad Strategy

The Challenge

National TV Network Needs to Increase Engagement With Its Digital Content

Traditional TV broadcasters wake up every day to rapidly changing consumer preferences and breathless media predictions about falling ratings, even as overall viewership has shown resilience. (For more on why ratings are falling more precipitously than viewership, check out our whitepaper.)

A national TV Network therefore wanted to increase consumption of its content through a TV Everywhere app. They needed an efficient way to find viewers beyond those they were able to reach with on-network promotion.

The Solution

Execute Campaign Against Custom Target Audience Across 56 Networks

The client wanted to apply some of the fundamentals of targeting and reporting found in digital to TV, so we used our advanced TV software to match the client's first-party customer data with our nationally representative viewing panel to create a custom target audience.

Custom Audience Creation

The Network was easily able to create a decidedly unconventional target audience, compared to most advertisers. It combined multiple demographic attributes and specific viewing behaviors.

Find Them Where They’ll Be Watching

Using powerful forecasting technology, they then were able to determine what on TV this audience was most likely to watch and which ads in those programs they were most likely to see.

Reach-Maximizing Campaign

As a result of these insights, the TV Network activated a campaign running on 56 networks. They used TVSquared to track website visits and app installs.

The Results

Simulmedia Drove Majority of Digital Activity for Network

With a budget of just $150K, Simulmedia’s targeted campaign reached over 11M unique people, and accounted for more than 66% of the total app installs attributable to the campaign, as well as over 70% of the website visits. In addition, the Simulmedia plan reached 4.4M more people than the base plan, even though the base plan had 7.6M more impressions.

66 %Simulmedia’s campaign accounted for more than 66% of the total app installs attributable to the campaign.
70 %Simulmedia’s campaign accounted for 70% of the total web visits attributable to the campaign.
11 MMunique people reached

Future Optimization

Optimize Future Campaigns With Network and Daypart Learnings

Simulmedia was also able to identify which networks and dayparts were best for driving conversions. Based on those results, the client was able to optimize future campaigns and increase digital engagement.

  • The Daytime, Primetime and Weekend dayparts drove the most installs but Overnight and Late Fringe drove the most installs per impression.
  • Simulmedia listed the networks that were most and least effective at driving app installs and web visits. The client was also able to see the amount of installs and web visits per 1K people reached to easily identify what networks were most efficient.