HP Inc. sees 48% uplift in ink subscribers thanks to Connected TV
Connected TV has all but replaced HP Inc.’s linear TV buying model. What’s more, digital out-of-home is now considered a key channel for its core business units across Europe. Here’s why.
When buying habits are deeply ingrained, it can be hard for any brand to disrupt the market. That was the challenge facing HP Inc.’s ink subscription service, which was struggling to make its mark on consumers. The brand knew that to create real change, it needed to build a strong understanding of its product and help customers see the value it offers. However, its linear TV and search activations were failing to deliver a positive ROI.
HP’s in-house media activation team saw this as an
opportunity to create a channel mix that could meet their
ambitious campaign goals for the quarter. For that, they
collaborated with The Trade Desk to activate Connected TV
(CTV) and digital out-of-home (DOOH) alongside search
engine marketing (SEM). Their aim? To prove that they could
generate the same impact and scale as linear TV while
showcasing the effectiveness of digital channels compared
to traditional media buys.
ACTIVATING CONNECTED TV AND DIGITAL OUT-OF-HOME TO MAXIMISE, MEASURE, AND OPTIMISE REACH
The team knew their audience: 25-to 54-year-old adults,
families with children, and those who lived close to
consumer electronic stores. To reach them, the team
leveraged The Trade Desk’s platform and capabilities to
access all major and medium-size players in a very
competitive CTV market. The mix of major broadcasters
secured scale, while smaller CTV providers contributed
incremental reach, which was instrumental in achieving more search activity uplift than what linear TV
accomplished – all with a considerably smaller budget.
Next, after mapping the closest areas around HP’s main
retail partners and malls, The Trade Desk helped the team
understand the best DOOH publishers to gain scale,
increase share of voice, and meet campaign goals. To
further enrich the activation and reach relevant audiences,
the team chose to run their campaign on screens in metro
stations during commuting hours, and in main malls on the
weekends. Lastly, through The Trade Desk’s reporting suite,
the team were able to measure and control reach and
frequency across all publishers daily, optimising to the goal
of avoiding oversaturation and wasting media budgets.
OUTSTANDING RESULTS OUTPERFORM ALL EXPECTATIONS
The new channel mix (CTV plus DOOH plus SEM) generated
a 49% improvement in cost per acquisition (versus
TV and SEM) quarter on quarter, and a 48% uplift in
subscriptions with 22% less budget. Lastly,
according to third-party studies, CTV and DOOH generated a 50% and 8.5% uplift in Instant
Ink awareness, respectively, plus a 16% ad-recognition uplift.
Learn how to make Connected TV and digital out-of-home a successful part of your campaigns. Get in touch: [email protected].
Established in 2018, the Bid Factor Awards (BFAs) has become one of the biggest and most prestigious trader events in Europe. It’s our opportunity to celebrate the region’s trailblazing digital campaigns and recognise the traders flexing the full capabilities of programmatic advertising. Click here to meet all the winners.