Case Studies

Executive Summary

In order to meet FX’s marketing objectives, Advertising.com developed a web marketing campaign featuring high-impact, rich-media ads promoting the show’s long-awaited premiere.

Testimonial

“Advertising.com was selected to help promote FX Networks for its ability to deliver targeted mass reach. We created a custom subnet of web properties that delivered Nip Tuck messaging to the most contextual audience possible. Advertising.com is included in most of our campaigns for their targeted reach factor and their continued focus on delivering emerging technology solutions that help achieve marketing objectives. In this case, Nip Tuck delivered the highest ratings in FX history. The show was the number one rated program in cable and beat out two major networks.”
Joseph Weaver, Director of Interactive Media, Media Storm, LLC

Products / Solutions Used

• Display Advertising

Objectives

MediaStorm came to Advertising.com to build awareness and drive tune-ins for FX’s season premiere of its hit show “Nip/Tuck.”

Strategy

Over 15 million impressions were served for FX from September 8th through September 20th, the 13 days preceding the “Nip/Tuck” premiere. Leveraging its partnership with PointRoll, a rich-media development firm, Advertising.com delivered a series of user-initiated expanding creatives comprised of the following creative sizes: 120x600, 160x600, 728x90 and 300x250.

Ads were targeted for delivery across Advertising.com’s extensive website network to reach females ages 18-49. By combining Advertising.com’s sizeable reach, advanced targeting capabilities and extensive rich-media inventory, FX was able to reach its greatest possible audience – within its desired demographic.

In order to prevent overexposure to the desired audience, frequency caps of three impressions per 24 hours and one impression per 48 hours were utilized. MediaStorm granted Advertising.com complete flexibility regarding frequency capping, enabling a broader range of delivery options and ensuring the ads were delivered to the highest number of unique viewers.

Results

With the help of Advertising.com, FX realized its highest ratings to date, at close to 5.4 million viewers. FX was applauded for its record-breaking success, as it was able to trounce network competitors including ABC, UPN and the WB – receiving the highest number of viewers within the coveted 18-49 age demographic. By combining high-impact, rich-media creatives with Advertising.com’s extensive reach, FX was able to attract a high-volume of viewers for its Nip/Tuck premiere.