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: Video Categories
Nomination Sub Category: Sales: Media & Entertainment
 Nomination Title: Effectv - "Find Your Unique Audience" Campaign
- The date on which this nominated production was first distributed or otherwise made public:
September 1, 2022
- Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Total 198 words used.
Effectv’s TV spot is the crown jewel of our ‘Find Your Unique Audience Campaign’, running across streaming & linear TV. The purpose was to show businesses how we can leverage any of our 300+ audience segments in 60+ markets across the US to help businesses deliver the right ad to the right audience at the right time. To raise brand awareness and drive differentiation in a saturated marketplace, we utilized clear, simple messaging along with relatable, playful creative to show how Effectv can help businesses deliver their marketing message in a powerful and relevant way.
The campaign has generated an incredible 175 million impressions across all channels, leading to 1.2 million clicks to the Effectv website. Across Google and Zeta ad platforms, the creative 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 strength of the creative and its resonance with our target audience.
- Optionally you may list the creative and production credits for your nominated production - the people who helped to bring it to life: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Grail Mortillaro, Senior Creative Director, Comcast Advertising, Grail_Mortillaro@comcast.com
Kat Pilnick, Associate Copy Director, Comcast Advertising, Katherine_Pilnick@comcast.com
Jan De La Cruz, Associate Art Director, Comcast Advertising, jan_delacruz@comcast.com
Rob LaBosco, Senior Motion Graphics Designer, Comcast Advertising, robert_labosco@comcast.com
Paul Martechinni, VP Brand & Content Marketing, Comcast Advertising, paul_martecchini@comcast.com
Dabo Che, CEO / CCO, CHÉ Creative, dabo@checreative.com
Nashonna Griffin, Account Director, CHÉ Creative, nashonna@checreative.com
Tony Harding, Producer, CHÉ Creative, tony@checreative.com
Tomas Almuna, Creative Director, CHÉ Creative, tomas@checreative.com
| Attachments/Videos/Links: |
|---|
|
