Reaching More Users with Freeview.
Expanding Freeview’s Audience Pool.
Freeview is the UK’s digital terrestrial television platform with their own streaming service offering, called Freeview Play, which gives free access to 95% of the nation’s most popular shows. The ‘Always On’ social campaign was limited by the creatives that were available, being of a similar format and presented signs of fatigue. NMPi by Incubeta set out to expand, within a restricted set of assets, Freeview’s audience pool to new users who had not previously been exposed to Freeview’s ads to maximise campaign efficiency – in particular time on site – by ensuring media spend was not focused on the same user base.
Goals.
- Reach new users & expand audience pool
- Improve Time on Site for Freeview’s ‘Always On’ Social Campaign
- Maximise efficiency of social asset
Approach.
- Built look-a-like audiences at granular levels, based on twice-returning users to ensure we were driving quality traffic
- Built a look-a-like audience based on users that had previously engaged with ads to identify similar individuals to target
Results.
- 56% uplift in CTR (in comparison to the account average)
- 10% increase in Time Spent on Site (in comparison to the campaign average)
