In an increasingly competitive market, TalkTalk broadband and fibre provider sought to drive intent and demand through their AV channels by tapping into the power of TV advertising.
They wondered if an audience-first strategy could drive KPI’s and commercial outcomes, so they turned to Finecast for an addressable TV campaign that would drive traffic to their website and generate short-term sales. The campaign delivered both cost-effective incremental reach over linear and incremental website traffic.
Ben Cooper, Head of Marketing at TalkTalk said:
“With the rollout of our Future Fibre product, the advanced geo-targeting Finecast provides had a significant impact on our ability to reach customers in the areas where Future Fibre is rolling out. This campaign successfully reached customers who were looking for our services and had a great impact on our website traffic.”
To measure the impact of the addressable TV campaign, Finecast partnered with Audience Project to test a first-to-market, web uplift solution, enabled by Google Analytics data. Read that success story here.
We also set up a Total TV Measurement study powered by Audience Project to measure incremental reach versus linear TV, as well as a brand uplift study powered by Kantar to track brand metrics. Read the Total TV success story here.