Tangerine Telecom · Telco
5.65 Back for Every Dollar, Through the Busiest Month of the Year
The home screen bought before the shows started, frequency held tight to stretch reach, streaming planned as one part of a five-channel November.
- Client
- Tangerine Telecom
- Industry
- Telecommunications
- Engagement
- Integrated omni-channel campaign
Return on ad spend across the November campaign, calculated on first-month plan revenue only.
Australian households reached on the home screen, before a program had started.
Year-on-year sales growth, measured across the whole campaign rather than one channel.
The situation
November is the most crowded month in Australian retail and every provider in the category is pushing a promotion into the same weeks. Tangerine is a challenger telco competing against budgets several times its own, with a specific offer to land rather than a brand message to leave behind. Getting that promotion noticed at all was the first problem. Proving it had sold anything was the second.
What we did
- 1
Bought the screen before the screen
The Samsung home screen is the panel that greets you when the television goes on. Tangerine's offer landed there, in two million homes, ahead of any program a viewer had chosen.
- 2
Held frequency down to buy reach
Frequency was capped tightly across the month, so more of a fixed budget went to households that had not yet seen the offer rather than repeating against the same ones.
- 3
Planned it as one campaign, not five
Streaming sat inside an integrated buy alongside broadcast television, out-of-home and audio, so a household met the same offer in more than one place instead of the channels competing for the credit.
The result
The CTV homescreen campaign returned 5.65 across November and Tangerine's sales doubled year on year. AdMatch™ matched streamed exposure one to one against leads and sales on Tangerine's own platform, so that return is based on transactions.
“Our Black Friday campaign is another successful example of our collaboration with the AdUnion team to test and measure new media opportunities. The ability to do this with clear ROI measurement and data-driven insights has helped fuel growth and reduce waste.”