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Objective >>
Drive viewership for a new sports television network. |
Solution >>
With a focus on a variety of New York sports teams, our campaign solution surrounded segmenting the target audiences and offering them specific messaging. To illustrate this point, we created customized ad units that delivered specific programming announcements based on the day and time the advertising was served and the section of the website the viewer was on. A sports fan reading a New York Jets column would see targeted advertising with the next scheduled on-air program relating to the New York Jets depending on the time of day they saw the ad. Instead of relying on the click from the consumer, the strategy was to push the relevant content via the ad unit to drive home the messaging specific to that consumer. |
Results >>
The campaign positioned SportsNet NY in a big way online blanketing New York sports fans in a multitude of ways. The campaign drove a significant rise in traffic to the website and ultimately an increase in viewership to the television station as response rates exceeded the industry average in terms of overall performance of the ad units. |
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