E-commerce client wished to increase brand awareness and market share with a regional presence on local cable networks.
Our National Cable Advertising Solution:
CTV identified core networks by running a qualitative network ranker using third-party Simmons data for client’s target demographic. CTV then analyzed the cost of targeting the client’s 7 key DMAs (6 markets were in the top 20 DMAs) with high indexing networks and compared to the cost of placing a hybrid national-local schedule with the same networks. Upon final review, the cost of placing only local cable was 7 times higher than placing a hybrid national schedule. Based on the findings, the client chose to place the hybrid schedule on a national platform for 4 weeks.
Client saw a significant lift in organic and paid search for brand terms. In addition, the client landed units in high-profile programming on a local basis, such as the first Republican Presidential Debate in 2015.