Case Studies

AdSmart + Telco Company

The challenge

Drive brand impact

A major telecommunications company wanted to leverage advanced targeting on linear TV to drive brand impact.

The insight

Advanced TV targeting drives brand impact

The strong performance of audience-based campaigns optimized in-flight indicates a larger opportunity for telecommunications companies to use audience-based planning for their linear buys.

The solution

Target telco consumers via national TV

We partnered with the client to run an AdSmart national TV campaign optimized across our portfolio to reach a custom Epsilon “Streamers” target instead of a traditional Nielsen demo.

 

The Advanced TV Targeting campaign ran across 8 networks: NBC, Bravo, NBCSN, UNIVERSO, E!, CNBC, SYFY, NBC GOLF.

The results

We commissioned a custom Kantar study to measure the impact of the AdSmart campaign on driving brand metrics.

 

Overall lift in brand metrics

+2% overall lift in unaided awareness
+6% overall lift in brand familiarity
+3% overall lift in ad recall
+1% overall lift in brand favorability
+3% overall lift in consideration intent

 

Target lift in brand metrics

+12% in-target lift in unaided awareness
+3% in-target lift in brand familiarity
+5% in-target lift in ad recall
+6% in-target lift in brand favorability
+13% overall lift in consideration intent
+12% in-target lift in recommendation intent

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