Oklahoma State University Utilizes Connected TV and Viewer Retargeting to Engage Prospective Students

96.8% Completed View Rate and over 570 Direct Response Engagements

More About the University

Oklahoma State University (OSU) is a premier public research institution located in Stillwater, Oklahoma. With a commitment to academic excellence, OSU offers over 200 undergraduate and graduate degree programs across various disciplines, including engineering, business, agricultural sciences, and healthcare. The university is renowned for its vibrant student life, cutting-edge research initiatives, and top-tier athletic programs, including its widely recognized Cowboys football team.

OSU prides itself on fostering innovation, diversity, and community engagement. Its mission is to provide students with a high-quality education that prepares them for successful careers and leadership roles in their respective fields. With a strong emphasis on student support services, scholarships, and career development, OSU continues to attract students from diverse backgrounds, including first-generation college students, transfer students, and international scholars.

Manicz Media Approach

Manicz Media leveraged Connected TV (CTV) ad placements to target prospective students interested in higher education at OSU. The campaign strategically placed ads on premium streaming platforms like Netflix and Hulu within a 25-mile radius of the campus. To enhance engagement, viewers of these CTV ads were subsequently retargeted with banner advertising, driving direct response actions on the OSU website.

Campaign Targeting

• Demographic: Adults 18+ with an intent to enroll in college
• Geotargeting: 25-mile radius around OSU campus (900 N Portland Ave, Oklahoma City, OK 73107)

Manicz Media Developed Micro-Persona Audience Segments

1. High School Seniors Exploring College Options

• Targeting: High school students (17-19) researching college admissions
• Micro Moments: Watching educational YouTube videos, browsing college rankings, engaging with university social media

2. Community College Students Considering Transfers

• Targeting: Community college students looking to transfer
• Micro Moments: Watching ESPN college sports, streaming educational podcasts, visiting university websites

3. Parents of High School Juniors & Seniors

• Targeting: Parents researching college options
• Micro Moments: Streaming family-friendly CTV content, researching FAFSA, reading parenting blogs

4. First-Generation College Students

• Targeting: Households without prior college graduates
• Micro Moments: Watching financial aid explainer videos, attending virtual college fairs, searching for “how to apply to college”

5. Students Interested in Agricultural & Veterinary Sciences

• Targeting: Prospective students searching for Ag and Vet Science programs
• Micro Moments: Watching agriculture-related YouTube content, researching animal science careers, following university extension programs

6. Aspiring Engineers & Technology Majors

• Targeting: Individuals searching for engineering degree programs
• Micro Moments: Watching STEM-focused documentaries, engaging with tech podcasts, searching for “best engineering schools”

7. Military Veterans & Active-Duty Service Members

• Targeting: Military personnel exploring GI Bill and college benefits
• Micro Moments: Watching history and military-focused streaming content, researching online degree programs, searching for “military-friendly colleges”

8. Working Adults Looking for Career Advancement

• Targeting: Adults aged 25-45 considering returning to school for career growth
• Micro Moments: Streaming business-related CTV content, researching MBA programs, reading career advancement blogs

9. Student-Athletes Seeking Scholarship Opportunities

• Targeting: High school athletes interested in college sports programs
• Micro Moments: Watching NCAA highlights, researching athletic scholarships, searching for “best colleges for student-athletes”

10. Prospective Online Students

• Targeting: Adults interested in online degree programs
• Micro Moments: Watching online course testimonials, searching for “affordable online degrees,” engaging with e-learning platforms

(Additional info on the Manicz Media Micro-Persona Targeting Capabilities: Micro-Persona Audience Segmentation)

Media Results

Connected TV (Netflix and Hulu):

• Impressions: 670,870
• Completed Video Views: 649,578
• Completed View Rate: 96.8%

Viewer Retargeting (Added Value):

• Impressions: 334,301
• Clicks: 573
• Click-Through Rate (CTR): 0.17%

Example Website Inventory

espn.com, koco.com, fansided.com, coed.com, 247sports.com, on3.com, essentiallysports.com, ign.com, vox.com, okcfox.com, sbnation.com, theverge.com, news9.com, polygon.com, eater.com, curbed.com, vulture.com, thecut.com, nymag.com, thrillist.com, popsugar.com, seeker.com

Optimization Strategies

• Data-Driven Audience Refinement: Utilized micro-persona segmentation to target prospective students with personalized messaging.
• Geofencing Strategies: Focused ad delivery within a 25-mile radius of OSU to maximize local engagement.
• Cross-Device Targeting: Ensured continuity of messaging by reaching students across CTV, mobile, and desktop devices.
• Retargeting for Engagement: Served banner ads to users who watched CTV ads, reinforcing brand awareness and driving conversions.
• Content Optimization: Used dynamic creatives that featured OSU’s key academic programs and student testimonials.
• Peak Time Exposure: Scheduled CTV ads during high engagement periods (7 PM – 11 PM) to capture maximum viewership.
• Premium Inventory Selection: Placed ads on high-traffic websites frequented by college-intending students and parents.
• Performance Monitoring: Adjusted bidding strategies based on real-time campaign performance data.

Conclusion

Oklahoma State University’s Connected TV and Viewer Retargeting campaign, executed by Manicz Media, successfully engaged prospective students through strategic ad placements and audience segmentation. By leveraging premium CTV inventory and retargeting strategies, OSU was able to increase brand awareness and drive meaningful interactions with potential applicants. The campaign’s high completion rates and sustained engagement metrics demonstrate the effectiveness of Manicz Media’s data-driven advertising approach in higher education marketing.

For more information on how Manicz Media can enhance your digital advertising strategy, contact us today.