K12 uses CTV to drive traffic and conversions
CAMPAIGN OVERVIEW
K12¡¯s objective is to help learners of all ages reach their full potential through inspired teaching and personalized learning. They chose to run a CTV campaign during the peak back-to-school season, flighted June to September 2022, to target against an audience model and drive traffic to their site ultimately delivering conversions.
KPIS:
- Cost Per Visit (CPV)
- Cost Per Lead (CPL = filling out or submitting a form).
SOLUTION
K12 campaign was run in partnership by K12, °µÍøTV and K12¡¯s agency Eicoff. To run CTV, the campaign leveraged °µÍøTV¡¯s dedicated CTV platform.
To reach their audience, K12 leveraged °µÍøTV¡¯s targeting capabilities. The aim was to reach users within the following audiences and locations:
- Audience targeting: households with children, HHI, Savings in Hand, length of household residence
- Multicultural, African American and general audience segments
- Targeting by state and ZIP code
The CTV campaign was also complemented by successful audio, OTT and display advertising campaigns.
RESULT
The results were excellent, and the °µÍøTV¡¯s specialist Retail+ team was able to successfully add CTV/OTT into K12¡¯s full omni-channel approach.
80% increase in CPV and CPL
In six weeks, CPV and CPL metrics improved considerably, rising by around 80% after migrating select campaigns to °µÍøTV¡¯s dedicated CTV platform.
VCR remained a high 97-98% throughout the activatio
is campaign is deserving of an award because through strong Trading, Client Success, and Business Development collaboration between the Agency (Eicoff), the Brand (K12), and °µÍøTV, we were able to yield impressive outcomes that helped the company during a historically very high-demanding and stressful time period.