Goodway Group Generates "Cord-Keepers" for the Cable Industry by Promoting SmartMove

B E ST P ROGRA M M ATI C CA PA BI LI T I ES BY A N AG ENCY

GOODWAY GROUP GENERATES

“CORD-KEEPERS” FOR THE

CABLE INDUSTRY

BY PROMOTING

Overview

Moving is a stressful experience filled with tons of decisions. Hire movers or pay your friends with pizza for their help?

Keep your old furniture or buy new

we’ve partnered on this campaign, the

furniture? Get cable at your new house or

cable industry has seen major disruption

try out satellite or streaming services? The

with new entertainment options for

cable industry aims to take the stress out

customers leading to the rise of cord-

of that last decision with their SmartMove

cutters and cord-nevers. Yet, despite this

initiative, by providing movers with cable,

disruption in the industry and consumer

internet and phone offers. It’s a win-win.

behavior, we continue to generate

Consumers receive attractive offers to get

consistent lead growth month after month,

cable at their new residence rather than

year after year.

cord-cutting or switching to satellite or fiber-optic services, and cable companies

As the campaign evolved throughout the

keep customers in their ecosystem.

years from a brand awareness banner campaign to a multifaceted direct response

Goodway Group has partnered with the

program, we have constantly innovated

Cable & Telecommunications Association

and tested new placements and tactics to

for Marketing (CTAM), a national marketing

create the most efficient yet cutting-edge

cooperative for the broadband and cable

digital strategy. Our long partnership has

industry, since 2011, promoting the

created a sense of trust and transparency,

CableMover program, which they renamed

fostering a working environment built for

SmartMove in November. Over the years

collaboration and success.

Overview We dedicate a portion of CTAM’s annual budget to testing, which allows us to seek out the newest programmatic opportunities and evaluate them, without affecting the performance of the primary campaign.

The campaign’s overall objective is

improvement. Our separate testing

to generate leads for the companies

budget allows us to try out new

providing TV, internet and phone

things without disturbing our ongoing

services, also known as Multiple System

campaign, which has been key to our

Operators or MSOs. We achieve this

success.

objective by identifying and attracting the moving population in every stage of

CTAM is a multimillion-dollar campaign,

the moving process. Our goal is to get

and we dedicate a portion of the

movers to fill out a lead form with their

annual budget to testing. Our testing

address and zip code to route them to

program allows us to seek out the

their local MSO’s website.

newest programmatic opportunities and evaluate them, without affecting

Over the past twelve months, we have

the performance of the primary

improved our lead-generation efforts

campaign. We use the testing budget

by 46% through our innovative testing

to try out new data segments, targeting

and analysis program. CTAM’s trust

methods, and media placements. We’ve

in us allows us to push the envelope

uncovered several successful tactics

and seek new opportunities for lead

through testing over the past year,

generation. We have identified new

such as specific site-direct placements

placements with our site-direct buys

with Realtor.com and Homes.com and

and new ways of applying offline data,

changing the structure of our search

both of which led to this impressive

campaigns.

Quantifiable KPIs / Business Performance

Goodway Group’s goal for this campaign is to generate leads for the Multiple System Operators.

Each lead represents someone who is moving and would like to keep their cable, phone and internet connection, which is valuable for MSOs given the disruption the cable industry has faced with the rise of streaming services.

Over the past year, we implemented several performance improvements to increase our monthly leads while keeping our budget the same, including placing new site-direct buys, focusing on branded search keywords, expanding our thirdparty data segments, increasing our Facebook buys, and implementing a fullpath attribution solution with Neustar.

These incremental enhancements resulted in over 1.2 million leads generated, with an impressive 45.75% increase in leads from 2017 to 2018. Additionally, our effective cost per lead (eCPL) improved 32% from an average of $5.71 in 2017 to an average of $3.91 in 2018.

Quantifiable KPIs / Business Performance

Our year over year (YOY) lead performance improved each month from January through October. However, we did experience a dip in November and December due to several external factors. In November, the SmartMove program was renamed, which caused a dip in performance as consumers learned the new name. The initiative was known as CableMover for several years but was renamed to SmartMove to reflect the many services that MSOs offer. We have worked with CTAM and their rebranding agency throughout the renaming process and are excited to continue to promote the initiative under the SmartMove name.

In December, CTAM experienced internal issues that caused us to exclude several large DMAs from our campaign for the month, which also impacted performance. Finally, in December 2017, our budget was higher than it was for December 2018, affecting how many users we could reach, which affected the number of leads produced.

Impact to Market Served

Over the past few years, headlines about the state of the TV industry have consistently touted the rise of streaming services and cord-cutting, predicting doom for the cable industry.

The cord-cutting phenomenon has presented the cable industry with the opportunity to innovate and find ways to serve their customers better. Goodway Group helps the cable industry in their efforts to maintain market share by helping movers find the MSO that services their new home faster and easier than searching on their own and generating leads for individual cable and internet providers to follow up on. Specifically, we help the cable industry’s marketing association, CTAM, with filling in the gap between regional services and increasing their audience.

National satellite telecommunications providers like DISH have an easier time advertising their services and helping customers when moving because they cover the entire nation.

Cable entities operate regionally and do not communicate with one another about their fluctuating customer bases. CTAM ensures that customers moving from one MSO to another don’t fall through the cracks by advertising to customers who started to fill out a lead form for a new service, but did not finish the process. This is similar to targeting users who put items in their shopping cart, but then

abandon them. Goodway assists with this process by encouraging consumers to fill out lead forms to receive more information about cable services in their new location.

We have also helped to increase SmartMove’s potential audience over the past year by focusing on pre-movers. Previously, our core audience consisted of only consumers already in the moving process. We found these users through first-party data by targeting consumers who canceled their cable subscription due to a move or through third-party data segments identifying users in the moving process or who have moved recently. Through our innovative site-direct placements with top real estate sites, we direct pre-movers in the research process to an MSO offer page, with prepopulated address and zip code information, creating a seamless user experience. This creates a new audience that is higher up in the funnel for us to target and allows for more branding and early awareness messaging.

Additionally, this process directs the user to the MSO’s website, which allows the MSO to retarget these users directly as they proceed through the moving process.

Innovation / Excellence

Our biggest focus for SmartMove is how to best use data to target moving consumers, and it’s an area in which we’ve demonstrated excellence. We use a combination of offline and online data layered on top of our media buys to find our audience.

We target anonymous mover data from the offline

to scale our audience. Often, we’ve seen better results

world and upload this unique audience data into

with the look-alike model than the offline data itself.

Facebook and our preferred demand-side platform to match it to online users whom we can then target.

We also use online data in various ways, including

These data files are updated daily, and we reach these

both third-party and first-party data. We target the

users in every place possible to remind them to sign up

standard third-party data segments, focusing on new

for a new cable offer. So we target users as they shop,

movers, mortgage-seekers and users looking for cable

as they browse the web and as they navigate through

or internet services. We continuously optimize these

their social feeds. We also create look-alike models

segments and add new relevant segments as they

from the offline data to reach users who are similar in

appear and weed out segments that don’t perform or

profile and behavior to our target audience, allowing us

aren’t cost-effective.

Innovation / Excellence

Using CTAM’s first-party data is

our client and management of

key to our success. We have placed

this campaign have put us at an

pixels on the SmartMove site and

advantage with these publishers,

retarget users who have hit the

allowing for unique opportunities.

landing page but did not fill out the lead form. We also create look-

Zillow, Trulia, and Realtor.com have

alike models from these audiences

provided a custom placement for

to extend our reach and improve

Goodway and CTAM. We helped

retargeting performance. Finally,

these sites to develop new ads

we target users who start to fill out

to target pre-movers researching

a widget to get information about

properties. After looking up a

their local MSO but abandon the

property on any of these sites, you

widget before completing it.

can click on the Home Expenses section to get a sense of estimated

Our innovation in this campaign

costs of living in the area. Our ads

has come through our site-direct

take you directly to an offer on

strategy. We have placed several

the local MSO’s homepage, with

strategic site-direct buys with all

the address of the property pre-

the major real estate websites to

populated in the lead form, which

support SmartMove, including

is not something any of these sites

Zillow, Trulia, Realtor.com,

had done before. Pre-populating

Homes.com, StreetEasy and Yellow

the address makes it easier on

Pages. We’ve taken the time to

movers to find information that

build relationships with these sites

they are looking for, and it also

over the many years we’ve worked

helps the MSOs by providing them

on the SmartMove campaign.

with retargetable second-party

Our long-term relationship with

data on pre-movers.

Testimonial

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