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Case Studies
site+1
Drives Traffic
Industry
Media and Entertainment
Challenge
A cable television station that features popular television programming,
had a fashion reality show that generated a significant amount
of traffic on the station’s website. The program was reaching
its season finale and the station wanted to migrate visitors to
other sections of the site that featured different television programs.
Solution
Drive the show’s visitors to other programming content by
optimizing the creative on the show’s site. [x+1] utilized
site+1, a solution that screens audiences and enables content to
be targeted to the most relevant audience; thereby increasing audience
engagement, to optimize the creative on the show’s section
of the site. Additionally, [x+1] collected user data to provide
the station with strategic audience insights.
Test
[x+1] served a 300x130 placement optimized for three of the
station’s other television programs on the fashion show’s
site. [x+1] optimized for the station’s programs and modeled
on page views. Additionally, [x+1] served a 191x131 placement on
the station’s home page that was not optimized, but was used
to collect audience data.
Results
Optimization for the fashion show section resulted in a 74% lift in increasing
page views.
Additionally, data collected for optimization on the fashion show’s
site provided the station with valuable insights into audience profiles and behavior.
The model for the station developed a total of 51 audience segments. The results
were a clear indication to the company that optimization drives page views.
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