How a Public University Drove Conversions with CTV and Digital Audio

• Audience validation
• Increase store visits
• Increase online sales
• Tie CTV and online video (OLV) exposures to offline actions

• CRM + Viant Household ID
• Conversions Reporting
• Viant Co-Managed Engagement Model

One of the largest U.S. public research universities looked to Viant to prove the effectiveness of the upper-funnel and cookieless channels on driving site traffic.

To reach target audiences, the university leveraged Viant’s people-based technology for three types of targeting: lookalike audiences created from their current students via onboarded CRM data; integrated third-party data segments of in-market prospective students; and contextual targeting with educational content. The university then activated the segments via geo-focused custom built PMPs across CTV/OTT, premium audio and podcasts.

The campaign’s success was demonstrated using Viant’s proprietary Conversions reporting. This solution tracked incrementality and eCPA, guiding strategies that allowed the university to continually optimize performance throughout the campaign, leading to higher outcomes.