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
PARTNERS SINCE 2011