Tune-in Case Study
Fox Sports Go + Detroit Pistons

The Challenge

Our client wanted us to geo-target Detroit Pistons fans to promote FOX Sports Go tune-in prior to and in-game only.

Campaign Requirements

  • Target Detroit metro area only
  • Automate campaign delivery around pre and in-game
  • Re-target known Pistons fans
  • Build awareness of their new over-the-top (OTT) platform
  • Drive installs off mobile impressions
  • Segment delivery by mobile platform

The SportServ Solution

Our patent-pending technology allows ads to be "game aware," then learns and optimizes delivery and targeting -- all in one ad tag.

Dynamic Creative
We built creative units that reflected the live elements and situational excitement of the game using Scores, Stats, and Custom copy to push fans to tune-in or download the FOX Sports Go app.

In addition to targeting the Detroit metro area, we implemented audience tracking to create retargeting and look-a-like fan segments throughout our ad network.

Performance & Results

The client saw a 71% increase in total CTR, a 131% increase in CTR for their 728x90 ad unit, and decreased their acquisition cost per new user by 30%.

FOX Sports Go Results
  Impressions Total Spend CTR% Cost Per New user CTR Increase
SportServ 2,099,000 $16,792 0.085% $9.37 71%
Without SportServ 1,651,000 $13,208 0.059% $13.45 19%

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