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GA4 1st party data audience exclusions in DV360 enable pure prospecting reach for telecom CTV campaign

Online telecom enterprise company

Challenge

An online-only telecom enterprise with aggressive growth goals requires precision to reduce wasted impressions on current customers, by increasing efficient reach against a pure-prospecting audience

An online-only telecom enterprise with aggressive growth goals requires precision to reduce wasted impressions on current customers, by increasing efficient reach against a pure-prospecting audience

Solution

The engagement began with a structured training program, providing a foundation in data-driven marketing:

  • Responsible, structured data collection: Outlined GA4 Implementation Maturity Framework

  • Audience Planning: Maximized durable tactics by leveraging Google audiences and excluded current consumers base via GA4

  • Audience Activation: Excluded current brand consumers using a Combined Audience and leveraged campaign frequency capping

The engagement began with a structured training program, providing a foundation in data-driven marketing:

  • Responsible, structured data collection: Outlined GA4 Implementation Maturity Framework

  • Audience Planning: Maximized durable tactics by leveraging Google audiences and excluded current consumers base via GA4

  • Audience Activation: Excluded current brand consumers using a Combined Audience and leveraged campaign frequency capping

Results

  • 2.1M overall reach of new to brand users, achieving client goals

  • 6x below CPM goal

  • Optimal co-viewing frequency in-flight

  • Confidence to experiment with further GA4 audience activations in CTV + DV360

  • 2.1M overall reach of new to brand users, achieving client goals

  • 6x below CPM goal

  • Optimal co-viewing frequency in-flight

  • Confidence to experiment with further GA4 audience activations in CTV + DV360

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