Aussie Broadband · Telco
Cost per Sale Down 28%, With Every Ad Matched to a NBN Sale
Exposure tied to the household that bought, a real cost per sale on streaming, the findings carried across to broadcast.
- Client
- Aussie Broadband
- Industry
- Telecommunications
- Engagement
- Streaming TV, Broadcast Optimisation, Attribution
Improvement in cost per sale on Connected TV across the first nine months.
Exact match between a streamed TV exposure and a household NBN purchase, with no third-party cookies involved.
Television channels now planned off one set of data, streaming and broadcast.
The situation
Aussie Broadband is Australia's fifth largest NBN provider, built on high-speed connectivity, customer satisfaction and a willingness to try things. Television is usually measured through indirect signals, such as a rise in search queries or web traffic, which show that something changed without showing what caused it. Aussie Broadband intended to invest in streaming, but wanted to understand the outcomes it would deliver before scaling it.
What we did
- 1
Matched exposures to purchases, not proxies
AdMatch™, our in-house streaming attribution platform, tracked Connected TV exposures directly to household NBN purchases without relying on third-party cookies and without loosening the privacy standards around customer data.
- 2
Read cost per sale while the schedule was live
With sales tied back to exposures, cost per sale became a number the marketing team could act on — which meant streaming schedules were optimised during the campaign rather than reviewed after it.
- 3
Took the findings across to broadcast
The audience and timing insight from streaming was applied to broadcast television buying, so both television channels were planned on the same evidence.
The result
Streamed television exposures match to household NBN sales on a one-to-one basis, which makes cost per sale on Connected TV a known figure. Across the first nine months that figure improved by 28%.
The improvement came from adjusting the schedule against sales data while campaigns were live, rather than reviewing it afterwards. The same insight now informs broadcast buying, so both television channels are planned on the same evidence.
“What this means is that we can invest in Connected TV advertising with the confidence that we know the ROI on that spend. We are learning exactly when and where to focus our spends. Extending these insights across our Broadcast TV buying decisions further improves our marketing effectiveness.”