This accredited online university delivers high-quality, outcomes-oriented higher education to close the gap between opportunity and affordability, and is designed around the needs of students to give them the flexibility and freedom to study at their own pace. The institution had garnered a steady stream of traffic to their website and wanted to find a new way to drive more traffic, and ultimately more enrollments into their university programs.
Lower Than Display-Only Retargeting
Lower Than Display-Only Retargeting
Cost Per Visit
Cost Per Completed View
Higher than Display-Only Retargeting
MNTN had been a reliable partner for many years, whose display retargeting solutions were used to target an engaged audience to drive leads and enrollments. However, the university wanted to step up their game and get in front of a wider pool of potential applicants by combining their existing retargeting efforts with Performance TV.
Getting started with Performance TV retargeting was simple. First they uploaded their video ad, then selected their budget and goal, and they were ready to launch.
Once the campaign was live, Performance TV’s automated media buying technology kept the campaign running smoothly, as it instinctively adjusted ad spend and bidding based on machine learning. It accomplished this by using the budget and goal that was selected during campaign setup. Thanks to Living Room Quality technology, the ads were then served exclusively on top-tier CTV networks, guaranteeing the best programming available and providing the brand lift associated with TV advertising. Performance TV’s Audience Extension then served related display ads across web and mobile across every device in the house to viewers who had seen the Connected TV ads. The combination of HD ads served on TV and the ensuing Audience Extension retargeting ads ensured that the university was top of mind when users went online after viewing the ad on Connected TV. This awareness would lead to stronger campaign performance.
In parallel to running Connected TV ads, they continued to run their static display ads, each showing the different degrees available (teaching, business, nursing, etc) and targeted users who were browsing these specific categories on the website.
Performance TV retargeting transformed the university’s advertising capabilities, delivering the brand’s best performing campaign since they first launched with MNTN. With a Cost per Completed View of $0.03, it drove the lowest CPA (Cost per Acquisition) compared to their display-only retargeting campaigns, and shaved 50% off their total average CPA across all their retargeting efforts.
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