Success Story
Engaging Audiences for the Dallas Mavericks through YouTube
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With an ultimate goal of driving ticket sales, the Dallas Mavericks sought to maximize the efficiency of their marketing budget, and their media agency, Asher Media, saw YouTube as an effective and measurable channel for reaching and engaging audiences.
But identifying the right audience, targeting and video content to align with on the vast YouTube video space is a complicated and rapidly evolving space, making it difficult for marketers to ensure they’re maximizing impact. Asher Media sought a technology partner that could effectively target the Dallas Mavericks’ audiences and drive strong view-to-completion and click-through rates.
Asher Media turned to Pixability’s award-winning video advertising platform.
Pixability’s technology and expertise built an ultra-segmented campaign, reaching the Dallas Mavericks’ three key target audience targets in both English and Spanish and optimized it in-flight to maximize performance. While testing different targeting approaches, one of the tactics Pixability uncovered that drove higher video completion rates for the Mavericks’ was targeting people who have certain apps — specifically ticketing apps over basketball apps — and adjusted the campaign to drive efficiency.
The Result
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higher view-to-completion rate than benchmarks on YouTube
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higher click-through rate than benchmarks on YouTube
“Pixability proved to be the ideal partner for driving the Mavericks’ video strategy on YouTube. Through its targeting and optimization capabilities, the platform excelled at finding the Mavericks’ audience and engaging them through video.
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Stephanie Wavro Beugelsdijk, Associate Media Director
