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  1. Retargeting
  2. How Connected TV Works
  3. Ad Builder
  4. Analytics & Reporting

Industry

Education

Objective

Increase the number of enrollments and potential applicants

Solutions

SteelHouse Performance TV Retargeting


“SteelHouse Performance TV retargeting helped our customer reach an even higher number of prospective students on a new channel in addition to their display retargeting efforts. Adding retargeting on Connected TV meant they were able to use the engagement and prestige associated with TV to keep their brand top of mind when prospects were navigating their other devices. We compared these results and noticed a significantly lower CPA through this approach versus display-only retargeting.”

Alexa Tierney

Director of Customer Success, SteelHouse

SteelHouse Connected TV Retargeting

  • Cost Per Acquisition: 50% Lower Than Display-Only Retargeting
  • Cost Per Visit: 245% Higher Than Display-Only Retargeting
  • Completion Rate: 97% Video Completion Rate
  • Cost Per Completed View: $0.03
  • Conversions: 218% Higher than Display-Only Retargeting

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. 

“SteelHouse Performance TV retargeting helped our customer reach an even higher number of prospective students on a new channel in addition to their display retargeting efforts. Adding retargeting on Connected TV meant they were able to use the engagement and prestige associated with TV to keep their brand top of mind when prospects were navigating their other devices. We compared these results and noticed a significantly lower CPA through this approach versus display-only retargeting.”

Alexa Tierney

Director of Customer Success, SteelHouse

SteelHouse Connected TV Retargeting

  • Cost Per Acquisition: 50% Lower Than Display-Only Retargeting
  • Cost Per Visit: 245% Higher Than Display-Only Retargeting
  • Completion Rate: 97% Video Completion Rate
  • Cost Per Completed View: $0.03
  • Conversions: 218% Higher than Display-Only Retargeting

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