Highlights

2 billion+ impressions

20% better cost-per-lead than goal

30 points better ROI than goal

Praise

“Marketing Architects has helped us gain new leads through TV while defining the channel’s full impact on our business.”

—Brian Bourque, SVP Marketing at SmartAsset

Objective

Expand marketing beyond digital to reach more potential customers.

Methodology

Launch a pilot campaign to test TV’s potential before scaling the channel. They hoped to drive qualified leads for SmartAdvisor, a marketplace that matches individuals with vetted financial advisors.

An initial read on performance evaluated micro results like CPM, cost-per-session, and findings from an on-site “How did you hear about us?” survey. But that was just one view into TV’s impact.

Next, we calculated cost-per-lead using a trend model comparing forecasted vs actual results and reviewed TV’s impact on the rest of SmartAsset’s marketing mix. Finally, we established an econometric model and implemented media mix modeling (MMM). This helped SmartAsset analyze every marketing channels’ impact on their bottom line and set them up to quantify the long-term effect of their campaigns down the road.

Results

SmartAsset’s sophisticated measurement approach signals success. 

Results exceeded expectations. TV lifted the performance of other channels and with a lower cost-per-lead than anticipated, TV’s ROI exceeded SmartAsset’s goal by 30 points. In response, the company scaled their TV investment but didn’t stop testing. The team developed new creative that disrupted industry norms by taking a lighthearted approach while highlighting their expertise. As a result, cost-per-sessions improved even further.

TV was attracting leads at a cost competitive with digital channels—while presenting SmartAsset’s brand to a larger audience than digital allowed. Today, SmartAsset’s business shows stronger profitability than ever while TV gains share in their marketing mix.

Media

Featured on top networks:

• Discovery
• ESPN
• Hallmark
• MeTV
• Fox Sports

With top linear and streaming placements:

• SportsCenter
• The Tonight Show with Jimmy Fallon
• NBA Countdown
• Late Night with Seth Meyers
• NASCAR