Summary:
This case study demonstrated the importance of understanding investment across existing and new customers and how investing in TVNZ OnDemand generated higher value customers vs advertising only to an existing customer base.
Brief:
Client X is in the Travel category and had an inherent understanding of Broadcast TV, it’s efficiency and effectiveness but was interested in looking at ways to prove the value of BVOD.
The Task:
With an ROI analysis model in place for TV, Client X partnered with TVNZ to measure the effectiveness of their advertising across TVNZ OnDemand. Objective was to measure uplift in website conversions from viewers exposed to the targeted creative.
The Campaign:
4-week ad campaign exclusively on TVNZ OnDemand, with a 7-week conversion window for tracking purchases (four weeks during campaign, 3 weeks following its completion).
