Local University taps new strategy to increase campus tours

Background:  

Our client is a comprehensive community college that provides convenient, affordable educational opportunities and services. They run a robust arsenal of digital advertising including Online Audio, Amazon, OTT, Video Pre-Roll, Native, Social Mirror and Mobile Conquesting.  The focus of this campaign was to drive branding and awareness for their different options: In person vs. Online, Part time vs. Full time.

Strategy: 

With video being a tremendous part of the clients messaging, adding OTT with Visit Tracking was seamless. This product allows us to target specific individuals on their Connected TV devices. Then, utilizing mobile targeting, it can also track “on site” visit data of people who saw the video ads and then visited their location. Targeting wise, we focused on geo targeting as well as category targeting. We geo fenced a local high school (with Mobile Conquesting), and we also had an overlaying geo of key cities using the following targeting categories: Colleges & Universities, Business and Vocational Schools, Hispanics, Career/Vocational Counseling , Young Professionals.

Results:

The results of this campaign  were incredible. With just OTT with Visit Tracking , we delivered 78,479 impressions and drove 69 verified visits to the campus within the first month of launch. For a verified visit to be counted, a consumer must be served an ad, then visit the client's location within two weeks of being served an ad, have locations settings enabled on their phone and be actively browsing online. Plus, we verify all visit data using a two-prong approach, using Numerator and Media Rating Council  for accuracy. With all this in mind, the visit data was significant. We were the first provider to link OTT to physical on campus visits so they could easily see their ROI.