Case Study: Leading Over-The-Top (OTT) Content Service Provider drives higher tune-in with Adelphic

Leading Over-The-Top (OTT) Content Service Provider - Customer Case Study

Leading Over-The-Top (OTT) Content Service Provider worked with Adelphic to increase tune-in among lapsed viewers of its programming through a cross-device campaign. The customer’s challenge was to re-engage known viewers who had watched once but never returned, using a more effective targeting strategy than broad lookalike audiences.

Adelphic used its people-based DSP, powered by the Viant Total Graph, to match first-party viewer data and deliver custom smartphone ads to users when they were connected to their household IP address. This deterministic approach outperformed the probabilistic segment, driving an 18% higher tune-in rate, 31,472 unique TV users, and about 25 minutes of watch time per tune-in versus 4 minutes for probabilistic targeting.