Mediacom Case Study

work vector(1) Mediacom Case Study





Company Background

Mediacom Communications Corporation is the fifth-largest cable operator in the United States. Mediacom serves approximately 1.4 million customers in smaller markets primarily in the Midwest and Southeast. Mediacom offers a wide array of information, communications and entertainment services to households and businesses, including video, high-speed data, phone, and home security and automation.

Challenge

Mediacom was not getting results from its online acquisition efforts. The company was working with an agency to acquire customers through performance marketing tactics such as paid search. But even though Mediacom’s advertising budgets were increasing, the company was not getting a suitable increase in leads or orders. And its agency partner was not providing transparency in their approach.

Solution

Mediacom asked True Interactive to step in and apply our customer acquisition experience and knowledge of its industry to improve its performance. We:

• Started over with a completely revamped approach to paid search, applying our knowledge of how people shop for cable online.
• Eliminated a needless competitive bidding strategy that was wasting Mediacom’s money.
• Streamlined Mediacom’s pay-per-click strategy, which had been overengineered by its previous agency.
• Implemented True Interactive’s proven paid search methodology within the internet/cable TV space.
• Revamped KPI’s to include online sales, online leads, and implemented call tracking
• Monitored competitive landscape to eliminate partners inflating bid.
• Provided complete transparency, including regular reporting on results achieved.

Results

• Increased traffic by 100%.
• Decreased CPCs by 75%.
• 10X increase in online orders.
• Increased Brand call volume by 250% and Non-Brand call volume by 400%.
• Decreased cost/conversions by 80%.

Snapfish Case Study

work vector(1) Snapfish Case Study









Company Background

Snapfish turns its customers’ photos into treasured keepsakes ranging from digital photo books to physical gifts such as coffee mugs. Snapfish also provides web-based photo sharing and storage services.

Challenge

Snapfish has been working with True Interactive for years to build its customer base through digital advertising. With consumers continuing to use mobile as the preferred way to find online services, Snapfish wanted to generate more customers through mobile. Specifically, the company sought to increase the number of installations of the Snapfish mobile app especially during the holiday season. Our challenge was to launch a mobile-centric campaign to build awareness leading up to the holiday season.

Solution

• True Interactive launched a digital media campaign that combined major platforms such as the Google Display Network with mobile-centric display networks that serve up ads to consumers on mobile devices.

• The first phase of the campaign involved running display banners on the Google Display Network; video ads on the YouTube Display Network; and promotions on Facebook. For example, we offered free prints to customers who downloaded the app.

• For phase two, we launched ads on mobile-centric networks such as Taptica, which serves ads on different apps ranging from Major League Baseball to Pandora.

• For phase three, we expanded our use of mobile ad networks beyond Taptica. For example, we ramped up advertising on Google’s own mobile network, Google Universal App Campaign, Facebook mobile, and AppLovin’, which focuses on gaming apps. Consequently, we expanded the campaign’s reach and reduced overexposure on any single platform.

• In addition, we also ran seasonal promotions to encourage mobile app installs, such as discounts timed for Father’s Day and Mother’s Day.

• We also ensured consistency in messaging and visual branding with Snapfish’s marketing/advertising beyond the app campaign by using similar calls to action and visual imagery across markets.

Results

Revenue from mobile app installs grew 343 percent year over year during the holiday season. Mobile app installs grew 23 percent during the same period. Overall, Snapfish saw a 756-percent return on ad spend. Meanwhile, Snapfish saw a 56-percent decrease in costs per install.

Snapfish summary

Snapfish turns its customers’ photos into treasured keepsakes ranging from digital photo books to physical gifts such as coffee mugs. Snapfish also provides web-based photo sharing and storage services.
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OptimumMediaCaseStudyContent

work vector(1)OptimumMedia Case Study




Company Background

Optimum provides cable service to millions of subscribers in the northeast United States. In the New York tri-state area, the company offers Optimum-branded digital cable television, high-speed Internet and voice services, and Optimum WiFi.

Challenge

Optimum wanted to improve the effectiveness of its paid search.

Through merger/acquisition, Optimum had become part of a larger family of brands along with cable provider Suddenlink, a True Interactive client that provides service throughout the south and west U.S.

The company noticed that True Interactive was getting better results from paid search for Suddenlink than Optimum was getting from its own agency. So Optimum decided to do an A/B test: both True Interactive and Optimum’s legacy agency were challenged to test paid search campaigns over a three-month period.

Optimum assigned half the zip codes in one market to True Interactive. Our charge was to build from the ground up a paid search campaign including keyword management, creation of ad copy, and all other elements of paid search. The competing agency was given a market of similar size.

True Interactive was at a disadvantage because we needed to start a campaign from scratch whereas the legacy agency simply needed to continue performing in an already-established market.

Solution

We knew that Optimum was the dominant cable company in the area, especially in Google’s eyes. Optimum was competing against a number of smaller third-party firms and dish providers that do not capture as much attention from Google in the cable provider category because they are not cable specialists as Optimum is.

Because we knew Optimum was more relevant in the eyes of Google than any other player in the market, we avoided overbidding in Google search results. There simply was no need to outbid other companies when the Google algorithm was already rewarding Optimum with high quality scores and higher positions in search results because of Optimum’s dominance in the category in the New York area. In other words, we knew how to put the Google algorithm to work in our favor.

Rather than waste money overbidding, we actually lowered our bid for keywords and focused on driving qualified traffic to the Optimum website with effective ad copy and bidding smartly. Meanwhile, Optimum’s legacy agency pursued a strategy of bidding to achieve the highest possible position in search results. The strategy resulted in the agency paying more per click than True Interactive to attract customers.

Results

Within 60 days, True Interactive had attracted 40 percent more customers for 60 percent less money. Optimum halted the three-month test and awarded True Interactive its business.

The secret to our success was putting the Google algorithm to work for our client. We knew Google was going to favor Optimum in search results for nonbranded words such as “cable provider” because the name held such strong authority with Google relative to the dish and aggregators in the area. We captured more clicks at a much lower CPC by simply allowing the algorithm to work in our favor.

Because True Interactive ran a cost-effective campaign focused on reducing CPC’s while retaining strong positions, rather than a “top position at all cost” strategy, we won the business.