impressions
application submissions
requests for information
As academic institutions seek to grow their visibility in a crowded market of options for students, many are shifting their focus to connected TV (CTV), especially in local markets. The education sector is projected to spend $1.6 billion on local advertising in 2024. However, navigating advertising for educational institutions comes with its own set of hurdles, including:
Though traditional methods like linear TV and direct mail still have a place, more schools are embracing CTV for its advanced targeting capabilities, enabling them to reach potential students where they’re already consuming content.
For educational institutions, reaching diverse groups of prospective students requires more than just a broad approach. With audiences ranging from high school seniors to mid-career professionals and nontraditional students, crafting messaging that speaks directly to each group is critical. However, the level of specificity can be difficult to achieve through traditional channels.
By using CTV’s advanced targeting capabilities, schools can create focused campaigns that speak to each unique audience segment. Custom messaging can be delivered to groups based on their educational interests, demographics, and online behavior. These segments are created using first-party data (such as website visits or application history) and third-party data (like demographic and behavioral data from external sources).
For instance, a college university that wants to drive interest across multiple segments may target:
By leveraging these data sets, institutions can deliver unique messaging to specific groups across streaming platforms, ensuring the right individuals see relevant content at the right time, which helps increase both brand awareness and enrollment inquiries for different program types.
CTV offers educational marketers the ability to track results at every stage of the enrollment funnel – from awareness to application submission. This gives institutions the opportunity to optimize their messaging based on which stages are driving the most interest and where there may be drop-off.
Top-of -funnel insights include:
Bottom-of-funnel insights include:
A tracking pixel is a powerful tool that enhances this process. By placing a tracking pixel on key pages, such as program information or application forms, institutions can track user behavior across their website after interacting with CTV ads. This allows for more precise attribution, providing a clearer understanding of which specific touchpoints contributed to conversions. For example, if a prospective student clicks on an ad, visits a program page, and eventually submits an application, the pixel enables marketers to track that journey and optimize future campaigns.
This comprehensive view, including pixel-tracked actions, helps schools refine their marketing tactics, ensuring their campaigns deliver meaningful results across a range of student audiences.
CTV provides educational institutions with a powerful, data-driven way to connect with prospective students. Through precise targeting, full-funnel insights, and measurable outcomes, CTV helps schools increase both brand awareness and enrollment activity.
For example, Madhive partnered with a large state university to boost information inquiries and applications. Over the course of their CTV campaign, the university achieved:
This comprehensive campaign allowed the university to engage prospective students at various stages of their decision-making journey, ultimately driving meaningful results across multiple metrics.
As part of a multi-channel marketing approach, CTV complements other platforms like social media, search, and email, ensuring that educational institutions can reach their audiences through diverse touchpoints, maximize engagement, and optimize recruitment efforts across the entire funnel.
