Bring on the Challenge

SteelHouse had been a reliable partner for many years, whose display retargeting solutions were used to target an engaged audience to drive leads and enrollments. However, the university wanted to step up their game and get in front of a wider pool of potential applicants and combine their current retargeting efforts with SteelHouse Performance TV.

Enter SteelHouse

Their display retargeting efforts were amplified with a SteelHouse Performance TV retargeting campaign. The combination of HD ads served over Connected TV, coupled with Audience Extension retargeting ads, not only reached users on a more engaging media channel, but also ensured that their brand was top of mind when users went online after viewing the Connected TV ad. 

SteelHouse’s automated media buying technology was paramount to keeping the campaign running smoothly, as it instinctively adjusted ad spend and bidding based on machine learning – the customer had to simply enter their budget and campaign objectives at the time of set up and let the technology get to work. In parallel to running Connected TV ads, they continued to run their static display ads, each showing the different degrees available (teaching, business, nursing, etc) and targeted users who were browsing these specific categories on the website.

The Results

SteelHouse Performance TV retargeting transformed the university’s advertising capabilities, and this particular campaign turned out to be their best performing campaign since launch. It drove the lowest CPA (Cost Per Acquisition) compared to their display-only retargeting campaigns, and shaved 50% off their total average CPA across all their retargeting efforts.