Insuring Olympic Victory with Connected TV
Insurance Provider
A leading insurance and financial services provider with a broad network of regional offices, focused on delivering personalized solutions to individuals, families, and businesses across various markets.
The Challenge
The Paris 2024 Olympics offered a unique opportunity to connect with new and existing consumers on a deeper level. However, effectively boosting brand visibility while also driving conversions during a global event with next level advertising competition is no small feat. While the scale of the audience is impressive, the real challenge lies in crafting the messaging and advertising strategies that ensure the brand stands out without wasting ad spend through over-saturation.
The Strategy
PART 1: INSIGHTS
Rise and our sister creative agency, Betty, approached this prestigious challenge head-on, and together. Before determining the how, we needed to start with the why. Rise and Betty collaborated to find data-driven insights that led to a personalized, full-funnel solution for the client:
Creative
Simply put, the Olympics bring people together. Betty used this global moment to integrate an overarching theme of the Paris 2024 Summer Olympics – unity – with the client’s core insurance services message.
Media
First comes creative, then comes how to use it! To build an audience-first media plan, Rise used data from our programmatic partner, The Trade Desk. This revealed four insights on how a similar industry brand drove impressive results during the previous Olympics using Connected TV (CTV):
1. Higher Conversion Efficiency: Users exposed to Olympic content converted more efficiently, requiring fewer impressions and shorter time frames. Olympic ad touchpoints also led to faster time to conversion compared to the business-as-usual (BAU) setup.
2. Incremental Reach Expansion: The campaign achieved a 90% increase in reach over BAU tactics. Seller overlap reports from The Trade Desk showed that many of the reached households were outside the scope of BAU inventory, confirming the effectiveness of premium content in expanding reach.
3. Testing Premium Inventory: With programmatic access to Olympic inventory via Peacock, the campaign tested whether higher-cost placements could drive site visits. The test revealed they could with faster conversion times when using Olympic placements, a helpful balance in performance alongside the higher cost of inventory.
4. Broader Learnings for Future Strategy: The data reinforced the value of premium TV content for expanding reach of engaged audiences and helped manage cost expectations for the top-tier activation.
PART 2: SOLUTIONS
The Rise and Betty teams used these insights to build engaging creative and targeted media, starting with people-focused CTV videos.
Creative
Media
Rise then developed a targeted, programmatic CTV plan to maximize reach and conversions. This included sequentially positioning the :15 and :30 spots to bring the viewer on a targeted journey while leveraging several key components:
1. Informed Audience Targeting: We used first-party data of households with the highest conversion potential to create a strategically informed lookalike model, ensuring the message resonated with high-value viewers.
2. Strategic Frequency Caps: We set a daily frequency cap per household, ensuring the budget worked efficiently without over-saturating the audience. The overall frequency cap netted out at 1.2x per household.
3. Selective Campaign Delivery: The campaign ran primarily during Olympic coverage, minimizing publisher overlap and maximizing reach.
4. Intentionally Broad Reach: The campaign leveraged CTV’s broad audience to increase visibility and drive efficient conversions.
The Results
The Olympics CTV campaign demonstrated the power of personalized creative and targeted advertising in high-profile events. By optimizing the timing and placements of our informed creative, conversion rates grew stronger as the games progressed, achieving strong results across the board: