Junior College utilizes OTT With Visit Tracking to Increase Campus Tours

A comprehensive community college aimed to increase awareness of its flexible, affordable educational opportunities, encouraging potential students to choose between in-person and online courses, as well as full-time and part-time enrollment. By leveraging Vici Media’s sophisticated digital advertising tools, the college effectively reached prospective students and demonstrated a measurable return on investment for their campaign

Strategic Approach: Bringing Awareness with Targeted Video Advertising

Vici Media collaborated with the college to create a multi-channel campaign that would maximize visibility and resonate with diverse audiences. Given the effectiveness of video in the college’s messaging, OTT with Visit Tracking became a core component of this campaign. Here’s how the strategy came together

1. OTT with Visit Tracking: This tactic allowed the college to reach potential students on their Connected TV devices and track whether those who viewed the video ads subsequently visited the campus.
2. Mobile Conquesting and Geo-Targeting: In order to reach specific high-priority areas, we geo-fenced a local high school with Mobile Conquesting and set up targeted overlays in key cities. These targeted zones helped the college connect with audiences interested in higher education, vocational training, and career development.
3. Category Targeting: Using categories like “Colleges & Universities,” “Business and Vocational Schools,” “Young Professionals,” “Career/Vocational Counseling,” and “Hispanics,” we tailored the campaign to resonate with both traditional and non-traditional students.

Impressive Results: Reaching New Students and Proving ROI

The college’s campaign achieved notable success within just the first month of launch

• High Impressions and Engagement: The OTT with Visit Tracking campaign alone delivered 78,479 impressions, significantly increasing the college’s visibility among targeted viewers.
• Driving Campus Visits: The campaign yielded 69 verified visits to the campus within the first month. To be counted as a verified visit, a viewer needed to have been served the ad, visited the campus within two weeks, had location settings enabled on their device, and been actively browsing online. Each visit was verified through Numerator and the Media Rating Council, ensuring data accuracy.

This campaign not only elevated the college’s brand awareness but also set a new benchmark for linking digital video ads directly to in-person campus visits. The college was thrilled to see their investment directly impact engagement with prospective students and strengthen their visibility in the community

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