FOX Sports Florida is the go-to destination for games, score, stats, news and more for all of Florida’s most beloved teams. Looking to increase viewership for their NBA lineup, they turned to Performance TV to get more hoops fans to tune in.
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FOX Sports Florida wanted to boost live viewership for their NBA lineup featuring the storied franchise the Orlando Magic, be it through linear broadcasts or their app. They needed an accountable and measurable solution to track their campaign’s performance. Knowing that one of their local NBA teams had already successfully worked with MNTN, they turned to Performance TV to help tap into streaming audiences and get more Magic fans watching.
FOX Sports Florida 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 Orlando Magic, 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 Performance TV’s Audience Extension, which served related display 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, FOX Sports Florida ads were there to meet them.
Using Performance TV’s reporting and analytics, FOX Sports Florida measured an impressively low $1.11 cost per visit. They not only achieved their goal of increasing viewership on linear broadcasts and their app, but did so in an extremely efficient, cost-effective manner. Whether it was ads streamed during top-tier programming, or served while users browsed the web, Performance TV ensured FOX Sports Florida was able to reach their audience and effectively drive action.
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