When performance began to plateau, OMG didn’t just optimize — they rethought the audience strategy. By turning to real-world household data, they uncovered a high-potential segment that had been under-represented. What followed was a smart, privacy-safe campaign that combined insight and activation — and delivered measurable results.
The Challenge
After years of running successful programmatic campaigns for the Live TV streaming service from Skylink, part of the CANAL+ Group, the team at OMG faced a new performance challenge: audience saturation. Most known segments had already been tested extensively, and while core tactics like remarketing remained effective, finding fresh, high-performing third-party audiences was becoming increasingly difficult.
OMG needed a new perspective to meet a clear KPI: drive new subscriber sign-ups while improving cost per acquisition.
The Solution
In consultation with Digiseg, OMG identified an opportunity to go beyond standard third-party data and explore audience discovery through real-world household profiling. The team saw a chance to better understand potential customers by analyzing who was already visiting the Skylink website — and then using that insight to guide campaign strategy.
Using the Digiseg Insights Platform, OMG profiled site visitors and uncovered a key finding: high-tech households— those likely to own smart TVs, smartphones, and other connected devices — were significantly underrepresented in the campaign’s reach. For a streaming service like Live TV from Skylink, this was a highly relevant audience that hadn’t been used to its full potential.
Recognizing the potential, OMG used Digiseg not only for profiling but also to activate the same segment in their media plan. Digiseg’s data, built from privacy-safe household demographics and covering 100% of addressable IPs, offered a scalable and compliant way to reach this valuable audience.
The new segment was benchmarked against the campaign’s existing tactics, including lookalike modeling, remarketing, and other third-party audiences. While lookalikes and remarketing remained top performers, their effectiveness has limits: remarketing typically targets users already engaged, making it strong for efficiency but weak for scale, while lookalike modeling is often a black box, offering limited visibility into the traits driving performance.
By contrast, Digiseg’s high-tech household segment delivered strong performance while also offering transparency, replicability, and genuine audience expansion. Among third-party data sources, it emerged as the top performer — helping OMG drive growth beyond existing pools and uncover a new path to efficient acquisition.
Results
Thanks to OMG’s media expertise and strategic use of Digiseg data, the campaign achieved measurable efficiency gains:
- 36% lower CPA than the overall campaign average
- 27% better CPA than the next-best third-party audience segment
By combining advanced audience insights with privacy-compliant, real-world targeting, OMG delivered a campaign that expanded reach, improved efficiency, and drove subscriber growth for Skylink.