Buckner Leverages MCD's Hyper-Targeted OTT to Spike a 24% Increase in User Traffic
-
24%
increase in website users
-
16%
increase in direct traffic sessions
-
370K
views (over 370,000)
The challenge
Over-the-Top Media (OTT) was a previously unexplored medium for Buckner, a commercial insurance company, who was looking to build awareness of their offerings and enlarge the volume of prospects being cycled through their marketing funnel.
The approach
After partnering with MCD in October 2022, Buckner leveraged an audience-led OTT strategy to ensure 100% of ad placements landed with target audiences. Three segments were identified (current website visitors, in-market small business owners, not-in-market small business owners), with a geographic layer around business locations in Utah, Idaho, and Colorado guiding automated channel placements. Buckner created two videos focused on heightening brand affinity via emotional appeal ("With you in your beginning, your uncertainty, and your biggest moments.").
The results
During a 3-month period, Max Connect delivered over 370,000 views (8% more than originally contracted) at a 97% average view rate. Compared to the previous period without OTT, Buckner's website saw a 16% increase in direct traffic sessions and a 24% increase in website users.
Every result, by the numbers
- 24%increase in website users
- 16%increase in direct traffic sessions
- 370Kviews (over 370,000)
- 8%more views than originally contracted
- 97%average view rate
- 4,000+hours of ad content consumed
- 100%of ad placements reached target audience (audience-led approach)
What we used
- OTT / connected TV video
- Audience-led targeting
- Three audience segments
- Geographic targeting (Utah, Idaho, Colorado)
- Automated channel placement
- Emotional-appeal video creative
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