The TV network leveraged Performance TV to reach their audience and increase their NBA viewership. They started by tapping into Performance TV’s full integration with the Oracle Data Cloud to target their ideal audience. Thanks to an audience-first approach, this allowed them to reach valuable viewers in the greater Orlando area regardless of what they were watching; audiences included households with an interest in the team, the NBA, and local sports. Next, they used Performance TV’s dayparting to prioritize impressions and ad spend during the 5PM to 7PM window—the time when most games aired live. That made their message timely and especially effective in convincing viewers to switch over and watch the game.
Once the audiences and dayparting were in place, the campaign was off and running and Performance TV’s automated media buying began optimizing thousands of times a day, adjusting to ensure the campaign hit its goals. Thanks to our Living Room Quality technology, the campaign’s ads were served exclusively to TV screens and paired with top networks and programming to ensure they captured the full impact of TV advertising.
The campaign then took advantage of MNTN Multi-Touch, which served related ads across web and mobile to users who had seen the ad on Connected TV. This created a fully immersive ad experience that followed users as they switched from streaming TV to desktop, tablet, and mobile devices. So no matter what their audience was watching or browsing, the sports network’s ads were there to meet them.