ESPN+

ESPN+ uses Second Screen combined with

advanced demographic and behavioral

targeting to increase number of subscribers.

click to play audio ad

ESPN+


ESPN+ uses Second Screen combined with advanced demographic and behavioral targeting to increase number of subscribers.

click to play audio ad

ESPN Plus
Audiology
ESPN Plus
Audiology

THE SITUATION

ESPN+, an over-the-top sports video streaming subscription service available in the United States, wanted to increase the number of monthly subscriptions by driving an increase in app downloads. The campaign goal was to measure and enhance the CPA. The strategy was to provide visibility to the campaign beyond audio streams- in all possible browsers and app windows the listener would go to.

THE SOLUTION

Initially the team started with just audio ads, then gradually it shifted to a Second Screen campaign with a new display experience for listeners and advanced targeting (i.e demographic and behavioral segments with a focus on listeners interested in sports and college football). Once Second Screen kicked in,retargeting audio listeners in the same IP with visual ads, we started noticing major improvements in the results.

The solution ran on AdsWizz AdWave — the largest global audio marketplace – and used AdsWizz audio tracking technology. The campaign ran both on audio and podcast. Even after pausing the campaign for several days, one could still notice some impact on the listeners.

THE RESULTS

By closely monitoring and optimizing the campaigns over a 5 month period, the CPA continuously decreased for several months, far surpassing the initial CPA targets. As a result, ESPN exceeded their CPA targets by 50%.

19m impressions

THE SITUATION

ESPN+, an over-the-top sports video streaming subscription service available in the United States, wanted to increase the number of monthly subscriptions by driving an increase in app downloads. The campaign goal was to measure and enhance the CPA. The strategy was to provide visibility to the campaign beyond audio streams- in all possible browsers and app windows the listener would go to.

THE SOLUTION

Initially the team started with just audio ads, then gradually it shifted to a Second Screen campaign with a new display experience for listeners and advanced targeting (i.e demographic and behavioral segments with a focus on listeners interested in sports and college football). Once Second Screen kicked in,retargeting audio listeners in the same IP with visual ads, we started noticing major improvements in the results.

The solution ran on AdsWizz AdWave — the largest global audio marketplace – and used AdsWizz audio tracking technology. The campaign ran both on audio and podcast. Even after pausing the campaign for several days, one could still notice some impact on the listeners.

THE RESULTS

By closely monitoring and optimizing the campaigns over a 5 month period, the CPA continuously decreased for several months, far surpassing the initial CPA targets. As a result, ESPN exceeded their CPA targets by 50%.

19m impressions

Want to learn more? Find out what AdsWizz can do for you!

Want to learn more?

Find out what AdsWizz can do for you!