Case Study

Innovation in TV Media Buying

CHALLENGE

Feld Entertainment launched a new show, Marvel Universe Live. The show was unlike other entertainment shows Feld had brought to the market, necessitating a television investment to deliver awareness and affinity. Additionally, Feld required :30-second creative to tell its story. However, the team was challenged with television budget constraints, inhibiting the team’s ability to achieve appropriate reach and frequency goals. Specifically:   

  • Normally the agency can strategically utilize :15 creative (at a lower cost than :30 seconds) to stretch dollars and hit ideal reach/GRP goals
  • Client needed 5 weeks of advertising leading up to show dates
  • Media Designer had mandate to follow daypart mix guidelines, which ask for large amount of primetime exposure, an expensive day part.

SOLUTION/STARTEGY

Television buy was created with mix of linear and Over The Top (OTT) purchase. The OTT content was long-form, full-episode television content, accessed via app, connected TV or any service that provides content over the internet. Media Designer targeted women 25-49, with children 2-11, a more precise audience than is allowed with linear television. OTT partner had access to high quality, long-form content at a CPM/CPP that was 70% lower than Prime and lower than every other daypart purchased in the market. Real-time delivery reporting was provided via comprehensive dashboard.

RESULTS

  • OTT helped reach that highly qualified engaged audience missed with limited affordable primetime that was too costly via traditional broadcast TV partners
  • OTT added 13% reach to the total campaign when combined with linear TV and cable
  • OTT campaign ended with a high video completion rate at 92%
  • 92.1% of OTT impressions served were viewed on large screen, which research shows increases message retention.
  • Marvel Universe Live met and exceeded ambitious sales goals by 12%
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