Case Study: NHL (NHL.TV) achieves 4X return on ad spend and 62% more subscriptions with Facebook

Facebook’s video ads convert hockey fans into subscribers

BAMTECH Media, which operates the NHL.TV streaming service, needed to grow paid subscriptions for out-of-market hockey games. The challenge was to convert more fans into paying subscribers and improve the efficiency of its marketing spend.

The team ran targeted photo and video ads across Facebook, Instagram and Audience Network using the website conversion objective and the Facebook pixel, built Custom and lookalike audiences from email lists and site visitors, and retargeted checkout abandoners. Over a September–December 2017 campaign the approach delivered a 4X return on ad spend and drove 62% more subscriptions from Facebook in 3.5 months than all of 2016’s programmatic display advertising.

NHL

Jon Wirt

Director of Marketing