The challenge
Drive search engagement
Partnering with EDO, we measured digital search engagement within 5 minutes of exposure during NBCU content for two pet food brands across publicly available APIs.
The insight
Advanced TV targeting
Using a cross network approach, we focused on reaching the advertiser’s target audience with our linear capabilities. By leveraging multiple networks, we significantly increased search engagement visitation.
The solution
Target custom demographic via linear exposure
We partnered with the client to run a national AdSmart TV campaign, optimized across our portfolio, to reach a custom target demographic instead of a traditional Nielsen demo.
The results
AdSmart was effective in driving search engagement. By identifying the perfect mix of network, daypart, and creative, AdSmart was more likely to drive search for this pet food client than NBCU non-AdSmart.
We commissioned an EDO custom study to measure the impact of an AdSmart campaign on the client’s search engagement. The campaign ran across 5 networks: Oxygen, Bravo, SYFY, USA, and E!.
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