Data-Driven Linear Campaign Drives Impressive Reach

For the past few seasons of the Small Business Revolution, Collective Measures had invested in local, linear television campaigns to fuel awareness in priority markets. And although campaigns had always performed well, it was difficult to fully quantify this success given the challenges associated with measuring traditional linear television. This traditional buying approach was also expensive and limited Deluxe’s reach.

Using these insights, Collective Measures recommended changing up the buying strategy for television in season five, embracing new benefits of advanced TV: data-driven linear (DDL). 

• A smarter buy: DDL informs the buy based on what networks, channels, and dayparts index highly for a more precise audience. This allowed Deluxe to find opportunities that indexed highly for small-business owners.
• Reaching both desired audiences: DDL allowed us to target two very different audiences — small-business owners and entertainment seekers — driving millions of impressions incredibly efficiently.
• On-site attribution: Unlike traditional television buying, DDL correlates spikes in site traffic with television spots airing at the same time, demonstrating the impact on awareness and general interest in the series.

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