Abeka use CTV to increase brand awareness and achieve VCR of 96.36%
CAMPAIGN OVERVIEW
Abeka, a Christian home-schooling and online education resource provider, were looking to increase their brand awareness and exposure amongst parents of children aged 4-12 years old who were interested in home-schooling or were in-market for online educational resources. They were also looking to increase completion rates, CPC and CTR¡¯s and had a flight time of about 2 weeks.
SOLUTION
Abeka worked with the media agency, Huddled Masses to develop a new strategy using CTV UI to increase completion rates. Creating a custom publisher list through the °µÍøTV platform, they were able to ensure that Abeka video ads were not shown on specific publishers as per their request.
In addition to CTV, Abeka also ran a Display Ads campaign to help achieve their CPC & CTR goals. To make sure their ads were seen by their desired target audience, Huddled Masses utilized a CRM file and a range of °µÍøTV¡¯s contextual segment partners such as Peer39, LiveRamp and BlueKai to target audiences that were parents of book reading kids, parents of children 4-17, parenting teens, interest in teaching resources, online education purchase behaviour, in-market online education and interest in homeschooling.
Brand safety was also something that was very important to Abeka so Pre-Bid by Moat & °µÍøTV Contextual Powered by Oracle was used across their campaigns.
RESULTS
Although there was quite a short flight time of about 2 weeks, by using custom publisher lists, contextual audience segmenting and brand safety tools, Abeka and Huddled Masses were able to achieve quite significant results through the °µÍøTV platform.
The new CTV UI campaign achieved over 1.1 million impressions in August and a VCR of 96.36% on top publishers with an average frequency of 1.25%. A CTR of 0.44% was also achieved through the additional Display Ads campaign that was run.