Company: Effectv, New York, NY
Nomination Submitted by: Diagonal Media
Company Description: Effectv specialize in helping businesses find their valuable audience segments, using their 300+ audience segments across geographic regions across the US. They identify matching households and serve ads to them in TV and premium video content. Effectv uses insights from Comcast’s aggregated viewership data to help identify these audiences for their clients.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom
 Nomination Title: Effectv - "Find Your Unique Audience" Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
See attachment
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 1, 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 202 words used.
Advertising is at the heart of business growth. But choosing where, when, and how to advertise is becoming increasingly difficult due to a fragmented media landscape. Compounded by the challenging economic headwinds, the ROI of every media dollar is more important than ever. Effectv, the ad sales division of Comcast cable, launched in late 2019 and delivers targeted TV and streaming advertising that connects businesses to their most likely customers. We use data insights to unify the TV ecosystem and deliver messaging to 300+ unique audiences, wherever and whenever they consume video content.
Our challenge is many people don’t know who we are. In order to stand out in a crowded marketplace and raise brand awareness, we knew we needed to tell a compelling story that not only communicates our capabilities but does so in a truly memorable way. Connecting businesses to their most likely customers in smart, data-driven ways is the heart of what we do. But telling that story in a clear and compelling way can be difficult in an industry that is so complex. To succeed, we knew we had to simplify the message and focus on the core benefits – connecting customers and business to fuel bottom-line results.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
Our ability to target 300+ audience segments, across screens and devices, delivers true value and results for businesses. Keeping our customers at the center of our campaign development and remaining committed to communicating our value proposition in a simple and accessible way was the core of our messaging development.
With a solidified messaging direction, we focused on bringing it to life in a visually memorable way. Conventional B2B marketing can feel conservative and uninspired. We wanted to break out of the norm and reach for the unexpected. That’s where film-quality 3D animation entered the picture.
By creating a one-of-a-kind cast of characters, we could show how vastly different consumers share common purchasing traits. Our cast have different lives and circumstances, but they have something in common: they need new furniture. By portraying how a fictional business, Frani’s Furniture, could work with Effectv, we show how we deliver their message anywhere and anytime their potential customers are watching.
The strategy, concept, creative direction, and script were developed by Effectv’s in-house creative team, with 3D character design, animation and production handled by Ché Creative. Each character detail was labored over. From the hairs on their head to backstories and personal characteristics, we wanted to ensure each individual represented how unique real people are. While they’re all friendly and relatable, they’re intentionally diverse – coming in all shapes and sizes. But as different as they might seem, they still have shared needs and interests. They’re us, without specifically being us.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 221 words used.
Our multi-platform, 360 campaign launched on Sep 1, 2022 and continues to run today.
The hero 30-second linear and connected TV spot demonstrates how we can successfully reach target audiences for specific businesses.
Beyond the TV and streaming spot, our holistic campaign includes a variety of executions that live across the media landscape, including online video, digital media, emails, website, social and more. Our creative is tailored for each medium while maintaining our core message.
Key channels include LinkedIn, Instagram, Twitter, Facebook, YouTube, Google, AdAge and AdWeek.
Our campaign targets mid-sized businesses or business owners as well as brand and media marketers.
In 6 months, the work has generated an incredible 175 million impressions across all channels. This led to 1.2 million clicks onto the Effectv website, where we house all the information potential clients need to connect with us.
Across Google and Zeta ad platforms, we delivered approximately 120% over the benchmark for CTRs. In fact, our Google responsive ads delivered an impressive 4X the industry benchmark for click throughs. Ultimately, the campaign was responsible for almost 40% of new user visits to the Effectv website in Q4 2022, and familiarity with Effectv’s advertising solution increased by almost a third in just six months. The results demonstrated the effectiveness of the creative and its resonance with the target audience.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 244 words used.
Case Film – The case film shows how Effectv successfully developed a 360-marketing campaign focused on raising brand awareness and elevating their value proposition in a cluttered marketplace. Through our simplified message, unique creative execution, and product suite capabilities, Effectv can help businesses successfully reach their audience through TV and streaming video across all screens. The metrics in the video highlight how well the message has resonated with our prospective client base.
TV spot – Effectv’s TV spot showcases how a company like Frani's Furniture can reach high value potential customers, no matter where or how they consume content. Across screens, devices and traditional demographics, Frani's Furniture can have their advertising delivered in front of the right audience at the right time. The memorable cast of animated characters and their relatable situations differentiates itself from typical B2B marketing in an eye- catching and approachable way.
Social Media Ads, Static & Animated Banners – Effectv’s ‘Find Your Unique Audience Campaign’ ran across all major social media platforms, Google and Zeta ad platforms, as well as other digital media platforms, such as AdWeek and AdAge. While every business’s audience is unique, they can easily find relevant and targeted audience segments with the power of Effectv’s advertising solutions, from sports fans to homeowners, foodies and more.
Email & Landing Page – The email marketing campaign supported our core marketing message by illustrating how our 300+ audience segments can help businesses reach their specific audiences in more detail.
| Attachments/Videos/Links: |
|---|
|
