CTV + Linear: A Regional Credit Union Leverages Incremental Reach to Support New Member Growth

As a local business, this credit union is well versed in using traditional advertising channels like linear television to attract new members. They had dabbled in digital, but they were looking for a more strategic, omnichannel approach to tie their messaging together across channels—including CTV.

But this local credit union had some baseline requirements for their CTV campaigns: ads should reach consumers on premium publishers and big-screen TVs.

The local credit union turned to BCI Media, a marketing company that helps local businesses build a solid digital foundation and execute an integrated online presence. After experiencing a variety of inefficiencies with another CTV platform, BCI turned to Madhive to help execute their strategic CTV campaigns. 

In partnership with BCI and Madhive, the credit union has leveraged streaming TV advertising as a key channel for delivering cohesive messaging to an incremental audience.

Detailed forecasting to plan successful campaigns

One of the credit union’s recent campaigns was designed to reach people in the market for a home equity line of credit. With Madhive’s planning tool, BCI was able to easily forecast the potential reach of a key audience profile and provide recommendations to the client. 

Bailey Tuttle, Digital Operations and Training Manager at BCI Media, explains:

“Being able to forecast and reach various audiences based on our clients’ priorities is key to our success in the CTV space. With Madhive’s expansive data marketplace, we can build and activate custom audiences to match our clients’ products and services.” 

Easy-to-manage inventory with publisher-level visibility

While the credit union understands the value of audience-based targeting, they still want to ensure their ads run within premium inventory (like Hulu, Pluto TV, Paramount+, Peacock, and more). This process wasn’t always easy for BCI, as Bailey explains: “What we were finding with our former CTV partner is we were having to do a lot of heavy lifting in terms of managing the inventory.” 

Today, Madhive makes it easy for BCI to deliver and report on inventory placement at the publisher level—and their clients can see exactly where their ads are running. 

Big-screen views with competitive CPMs

BCI believes all of their clients deserve big-screen exposure. All of the credit union’s CTV ads therefore run on actual TV screens (not mobile devices, tablets, etc.). 

“Our clients have often been sold CTV with little to no transparency into what device types are included,” Bailey explains. “We feel very strongly about delivering all CTV campaigns solely on large screens as that tends to be clients’ expectation and a more engaged audience.”

Madhive makes this possible while maintaining competitive CPMs—which BCI passes on to their clients.

Integrated performance dashboard

The credit union and BCI worked with Madhive to integrate the agency's CTV reporting into a comprehensive digital performance dashboard, which shows how all channels are working in tandem.

The credit union is particularly happy to see the linear vs. CTV overlap report, which details how many incremental impressions the credit union earns with CTV (on top of their traditional linear ad impressions). 

The credit union’s cohesive messaging and integrated marketing strategy are convincing viewers to visit their website and research their products and services. Their Q1 campaigns achieved:

• 25,600 incremental people reached with CTV

• 36% increase in conversion rate for people that saw both CTV and linear ads

• 75,000 website visits

• 3,800 unique visitors

• 3,500+ new credit union members