Bring on the Challenge

FOX Sports Florida wanted to boost live viewership for their NBA lineup featuring the storied franchise the Orlando Magic, be it through linear broadcasts or their app. They needed an accountable and measurable solution to track their campaign’s performance. Knowing that one of their local NBA teams had already successfully worked with SteelHouse, they turned to Performance TV to help tap into streaming audiences and get more Magic fans watching.  

Enter SteelHouse

FOX Sports Florida leveraged Performance TV to reach their audience and serve them compelling ads while they watched top-tier networks like CNN, NBA TV, FFX, and TBS on Connected TV. 

They started by tapping into Performance TV’s full integration with the Oracle Data Cloud to target their ideal audience. This allowed them to reach valuable viewers in the greater Orlando area; households with an interest in the Orlando Magic, the NBA, and local sports. Next, they used Performance TV’s dayparting to prioritize impressions and ad spend during the 5PM to 7PM window—the time when most games aired live. That made their message timely and especially effective in convincing viewers to switch over and watch the game. 

The campaign then took advantage of Performance TV’s Audience Extension, which served related display ads across web and mobile to users who had seen the ad on Connected TV. This created a fully immersive ad experience that followed users as they switched from streaming TV to desktop, tablet, and mobile devices. So no matter what their audience was watching or browsing, FOX Sports Florida ads were there to meet them.

The Results

Using SteelHouse Performance TV’s reporting and analytics, FOX Sports Florida measured an impressively low $1.11 cost per visit. They not only achieved their goal of increasing viewership on linear broadcasts and their app, but did so in an extremely efficient, cost-effective manner. Whether it was ads streamed during top-tier programming, or served while users browsed the web, Performance TV ensured FOX Sports Florida was able to reach their audience and effectively drive action.