WCIU

OVERVIEW:

Like many television stations, WCIU in Chicago long relied on TV as the primary method for increasing viewership and building awareness of new programs and schedule updates. With more consumers using multiple screens, the station worked with Comcast Spotlight to expand its reach across those devices and screens, and to introduce interactive advertising functionality to its marketing plan.

STRATEGY:

With a target audience of adults 18-49 and 25-54, WCIU was able to target that demographic and the same commercials and interactive capabilities were featured in online advertising, which also included the ability to click through to WCIU's website for additional information.

SUCCESS:

  • More than 21,250 views of online video advertisement totaling more than 100 hours of video.
  • More than 1,130 click-throughs to station program listings webpage.
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