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Internet & Social Media PSA Case Studies

A Division of Filmcomm Inc.

Internet & Social Media PSA Case Studies

Successful Internet Banner Campaign for The National Center on Addiction and Substance Abuse (CASA)

Objective: Research by the National Center on Addiction and Substance Abuse at Columbia University (CASA) has consistently found that the more often children eat dinner with their parents, the less likely they are to smoke, drink or use drugs. The goal of this campaign was to obtain 50,000 pledges to have dinner as a family.

Campaign Details: TV Access provided 5 million banner ads with behavioral targeting for parents of teenagers and 5 million runs of network banner ads for a total of 10 million impressions.

Creative: The creative was provided in five sizes. The sizes were 728×90, 300×250, 160×600, 468×60, and 120×600.

Second Step: The banner encouraged visitors to click to a microsite for pledging to join CASA’s Family Day commitment of parents having meals together with their children.

Results: CASA had 10,010,905 impressions of the banner ads. These impressions resulted in 21,905 clicks to the registration page. We were unable to determine how many of the clicks turned into pledges. However, the total campaign achieved its goal of 50,000 pledges signed on-line.

Investment: TV Access supplied the distribution and behavioral targeting in 2008 for $7,500. Today, we can provide an entire package, including banner ad design, landing page, and reporting of results of banner ads through a third party for under $22,000

Value of the Campaign: Using industry standard dollar value for clicks attained, the program would be valued in excess of $42,000.

Successful Internet Banner Campaign for the Selective Service System

Objective: Reach males 18-22

Campaign Details: TV Access provided 20 million banner ads with behavioral targeting for 18 year old males. Creative: The creative was provided in nine banners in five sizes. The sizes were 728×90, 300×250, 160×600, 468×60, and 120×600.

Second Step: The banner encouraged visitors to click to a microsite for registration.

Results: The Selective Service System had over twenty million impressions of the banner ads. These impressions resulted in 30,380 clicks to the registration page. Of the 30,380 visitors that landed on the self-test, over 10,000 completed the registration.

Investment: TV Access supplied the distribution and behavioral targeting for $20,000. We can provide an entire package including banner ad design, landing page, and reporting of results of banner ads through a third party for under $22,000

Value of the Campaign: Using industry standard dollar value for clicks attained, the program would be valued in excess of $100,000. No industry standard exists for placing a value on the completion of a registration, but knowledgable professionals estimate that $30. per completed registration would be a fair value raising the value of this campaign to just over $300,000.

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