A leading higher education institution based in Nevada, prides itself on offering hands-on, real-world training that prepares students for high-demand careers. Historically reliant on Linear TV to drive awareness and interest, the institution partnered with Ventura Growth to modernize its approach—shifting to Connected TV (CTV) and Display to better engage high-intent prospective students and increase applications.
Challenges
The college set out to:
- Increase brand awareness and visibility among qualified prospects
- Drive application submissions while maintaining a sustainable cost per acquisition (CPA)
- Access premium inventory with the ability to layer on strategic audience targeting
- Replace Linear TV with more measurable and performance-driven media
Solution
Ventura Growth and the college launched a performance-focused, multi-channel strategy on The Trade Desk, including:
- CTV + Display Activation: Transitioned fully from Linear TV to a mix of Connected TV and Display, aligning media investments with audience consumption habits.
- Premium Inventory Access: Utilized high-quality, brand-safe inventory, including major events like the 2024 Olympics.
- Advanced Audience Targeting: Deployed lifestyle, life-phase, and in-market segments to connect with people actively researching career and education opportunities.
- Flexible Budget Allocation: Continuously optimized toward top-performing tactics and adjusted audience segments as needed.
- Cross-Platform Attribution: Integrated Google Analytics and TTD conversion reporting for a clear view into performance, with a focus on application submissions.
Results
- 186% YoY increase in application submissions
- 40% outperformance of CPA goal with a lifetime form fill CPA of $71
- +97% conversion rate post programmatic exposure
Conclusion
With the shift to programmatic media, this trade school found a scalable, measurable way to boost enrollment—meeting key performance goals and surpassing expectations. By reallocating its entire Linear TV budget to an omni-channel approach including CTV and digital, the institution now has a modern marketing engine powered by Ventura Growth and The Trade Desk.
Want to learn how Ventura Growth can enhance your campaign strategies and drive growth? Get in touch with our team today!
