When viewers skip ads as quickly as they switch channels, brands need more than broad reach—they need campaigns that prove their impact. A leading university chose Siprocal’s Audience Curation Platform to overhaul its Connected TV recruitment strategy and turn impressions into qualified inquiries.
The Challenge
Despite investments in display and standard CTV buys, the university faced soaring acquisition costs and lacked clarity on which viewers converted to leads. Their objectives were clear:
- Generate a significant uptick in site visits and information requests
- Hit a cost-per-acquisition (CPA) goal of $90
- Surpass performance benchmarks set by previous CTV partners
The Siprocal Solution
Built from the ground up on proprietary data and CTV expertise, our campaign leveraged four strategic pillars:
- Precision Targeting
We fused the university’s own CRM audiences with lookalikes derived from viewership patterns—homing in on prospects who fit “some college” or “no college” profiles. - Contextual Placement
Ads ran in premium live-sports and lifestyle streams, ensuring the message reached viewers when they were most attentive. - Dynamic Creative
Tailored creative units adapted in real time to viewer interests, highlighting relevant programs right when engagement peaked. - End-to-End Measurement
Our attribution linked each ad impression to site visits and form submissions, giving the university actionable insights to optimize budget allocation.
Proven Results
- 300% increase in site visits over prior CTV efforts
- 78% lift in conversion rate, fueling more student inquiries
- 22% below target CPA thanks to efficient, data-driven CPMs
- 33% improvement in targeting efficiency versus past CTV partners
Armed with transparent performance metrics, the university expanded its CTV spend by 25% in the next quarter—cementing Siprocal as its strategic growth partner.
Why It Matters
This case demonstrates that CTV isn’t just another channel—it’s a precision tool when powered by first-party data, contextual placement, and real-time optimization. With Siprocal, brands can go beyond reach to drive measurable outcomes—one screen at a time.
Ready to put your CTV budget to work? Let’s talk.
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