Case Study
Personal Injury Attorneys
Results That Exceed Search and Social
Auto Accident Help Desk
Case Study
The Goal
Produce Results That Exceed Search With Advanced TV Tactics™
A large nationwide, personal injury referral service contacted Advanced TV in January 2022. They were interested in CTV Ads and learning more about Connected TV Advertising.
Their goal was simple. Beat Google!
Could Advanced TV generate performance that exceeded Google Search on clicks and more importantly conversions. The Google CPA was going up so this was a good opportunity to apply Advanced TV Tactics™ with CTV Advertising + Remarketing.
The client’s network included attorneys all over the United States interested in qualified motor vehicle accident cases. Their primary channels were Google and Facebook which had performed well until the last two quarters. We pointed out that Google would end the use of cookies in 2023. Our patented Viant Household ID does not use cookies and is totally compliant.
We were confident that we could increase engagement and lower the cost per acquisition.
The Solution
Connected TV Prospecting & Remarketing
The Advanced TV team, led by marketing guru, Ron Perlstein, introduced our client to a new business advertising channel. Our Advanced TV Tactics™ included PMP Deals (Private Marketplace, pre-negotiated guaranteed pricing) and a very precise custom audience in order to generate direct engagements that were scalable with lower costs when compared to paid search.
We built an audience in conjunction with one of over 70 data providers. The audience included auto accident victims in the last six months. A perfect match!
Once the campaign launched, we began to optimize. Our team studied the CTV and Remarketing ads on a daily basis. Then we applied two optimization tactics. First, we studied the daily results and made adjustments using a tactic called “Bid Multipliers”. Then, Advanced TV’s automated media buying took it from there. Using our proprietary Artificial Intelligence and Machine Learning, Advanced TV Tactics™ automatically optimized the campaign thousands of times, tailoring ad delivery to users who were likely to convert—thus ensuring ad spend was efficiently deployed with their performance and goal in mind. Campaign performance was measured across all devices using our proprietary technology: “Multi-Touch Attribution” reporting.
Key Results
- Lowered CPA’s by 19% when compared to Google
- 9 to 1 ROAS
- Increased Brand Awareness with CTV Ads
- Client increasing budget each month