Not your average opportunity

Subway was looking to optimize their TV strategy by tapping into rich, connected digital and linear TV data. Their objectives were threefold.

Firstly, they wanted to increase the linear TV campaign reach by targeting cord-cutter audiences. Secondly, they wanted to increase the frequency of ads shown to consumers underexposed on linear TV. Finally, they wanted to re-engage audiences who were served TV ads with digital messaging to drive action. So, they came to us.

Not your average solutions

In order to help Subway achieve their three primary goals, we used our Advanced TV solutions.

Automatic Content Recognition (ACR)

We used ACR data to drive incremental reach and segment households that were exposed to the linear TV campaign, and those who had not been exposed. We then targeted non-exposed households with a Subway ad on CTV.

Frequency balance

We balanced the frequency of ads by targeting ‘light’ TV viewers and cord cutters more often than ‘heavy’ TV viewers.

Re-engagement

Finally, we looked at historical data from collected device IDs of consumers who had visited a Subway location. We re-engaged audiences by delivering digital messaging and mobile ads to Canadians who had been exposed to the Subway TV campaign and/or visited a Subway location.

Not your average outcomes

• We extended Subway’s linear TV incremental reach by 11.5%
• Served ‘light’ TV viewers ads across CTV, resulting in a 3.4% increase in message frequency
• Reached 46% of the audience exclusively through CTV.