Abilene Christian University
A long term client partnered with our agency to diversify their media mix and capture high-intent customers beyond traditional paid search. While their search campaigns were converting steadily, the brand sought to understand the role of upper- and mid-funnel tactics in influencing final sales outcomes.
To quantify the impact of Display and Over-The-Top (OTT) advertising on sales performance across the customer journey.
We launched a targeted Display and OTT campaign focused on geo-relevant audiences using interest and behavioral signals. The campaign was designed to increase awareness and consideration during the early stages of the customer journey, driving users to either engage directly or convert later through brand or search channels.
We then conducted a holdout analysis, comparing users exposed to Display and OTT ads against a matched control group who had not seen the ads. Sales outcomes were tracked across both groups.
Customers who were exposed to Display or OTT ads were 58% more likely to convert into a sale compared to those who were not exposed. The uplift was attributed to increased brand recognition, stronger intent during subsequent searches, and more consistent messaging across the funnel.
While Display and OTT ads may not always drive immediate last-click conversions, their influence on buyer behavior is substantial. By warming up prospects earlier in the journey, these channels significantly improve conversion likelihood, making them essential components of a full-funnel strategy.
We knew intuitively that our investment in display and OTT ads was increasing brand awareness and leading to enrollments, but CCM was able to prove it.
We are Experts at Understanding Every Stage of Your Customer Life Cycle
Search Engine Marketing
Social Media Advertising
Programmatic Advertising
Conversion Rate Optimization
Email Marketing
Search Engine Optimization
Content Marketing
Social media Management
Analytics & Reporting
Creative
