CTV & Audio Boost Public University Conversions

Generate increased engagement with key enrollment actions, including RFI submissions and call-to-action (CTA) clicks like “Apply Now”, on the university’s website.

With limited insight into how media tactics across the funnel drove enrollment through previous DSPs, the public university sought a more effective, identity-driven approach. Partnering with The Basement and Viant, the team unified upper- and lower-funnel strategies to reduce cost per lead across Connected TV (CTV), Online Video (OLV), and Audio with Viant’s Household ID™ Technology, AI Bid Optimizer, and Advanced Reporting.

The campaign targeted high-intent undergraduate and graduate prospects and used AI Bid Optimizer to refine channels and deals by engagement. Multi-Touch Attribution reporting and Viant’s Contribution Attribution model, proven to drive a 41% upper-funnel and 55%* lower-funnel lift, captured direct and incremental conversions, elevating undercredited channels.

Consequently, Online Video had a 2.36% conversion rate, ranking just behind Search, and achieved the third-lowest cost per lead across all channels. The overarching brand campaign activated CTV, OLV, Audio, and sequential messaging, with nearly 30% of attributed leads solely from CTV and Audio tactics, demonstrating the significant impact of awareness-driven channels on lead efficiency.

Compared to previous campaigns, Viant drove a 440% increase in click-through rate and a 200% increase in DSP conversions, leading to a 10.9% year-over-year enrollment lift. Through measurable conversion attribution with Viant and The Basement, the public university optimized channel allocation, reduced costs, and validated Viant’s methodology, establishing a best practice for a first-time Viant advertiser in the mid-market education sector.

• Viant Household ID™ Technology
• Contribution Attribution Model
• AI Bid Optimizer