Case Study

The Y in Central Maryland

01 Campaign Objectives

The Y in Central Maryland, a mission-driven, charitable organization, is dedicated to nurturing the potential of every individual through community programs that foster a healthy spirit, mind, and body. To bolster membership and recruitment efforts, they needed a highly effective way to reach targeted audiences in their communities.

Their goals were to boost brand awareness and drive actionable results, like generating leads and increasing membership form submissions. The Y wanted to move beyond traditional advertising channels and embrace the growing popularity of streaming. With this shift, their marketing strategy aimed to meet people where they were already consuming content, all while maximizing the impact of their small but mighty team.

02 Solution

Recognizing that 40% of TV viewing is happening on streaming platforms, the Y turned to over-the-top (OTT) advertising as a key mid-funnel tactic to drive their campaigns. By partnering with tvScientific, the Y was able to leverage the platform’s advanced targeting capabilities and user-friendly interface, making OTT advertising more accessible for their small, agile team.

The Y ran two distinct campaigns on tvScientific’s platform: one focused on membership growth and another on recruitment. With access to over 15,000 unique targeting segments,
the Y connects with a wide range of audience profiles, reaching people based on their viewing habits, interests, and other preferences. This level of precision helped the Y deliver the right message to the right people, at the right time.

Finally, with tvScientific’s proprietary automatic campaign optimization technology, the Y gained extensive insights into important performance metrics that allowed them to enhance their campaigns in real-time.

Results at a glance

17%

below target cost-per-acquisition

15%

increase in page views over previous campaigns

increase in OTT budget year-over-year

For their recruitment campaign, shifting to tvScientific’s aggregated model and buying space programmatically proved to be a powerful investment. In the first month alone, they spent 83% less and saw a 15% increase in page views as compared to a previous campaign through two individual streaming providers.

While specific metrics were not disclosed, the team also saw an increase in lead volume for recruiting campaigns and a boost in form fills for memberships.

Given their success with the channel, the Y tripled their budget allocation for OTT in 2024 going from 7% of their media spend in 2023 to 21% in 2024. Their total media budget remained the same during that period. This strategic shift reflects their growing confidence in the channel’s ability to deliver results, helping them fill their funnel from awareness to conversion.

The aggregated inventory model of tvScientific is so powerful. In just one month, we spent 83% less and saw a 15% increase in page views primarily due to making one key change — buying programmatically through tvScientific rather than going direct to two individual streaming platforms.

Lindsay Crone

Senior Executive Director, Consumer Insights & Integrated Media Strategy, The Y in Central Maryland

The Y in Central Maryland

01 Campaign Objectives

02 Solution

03 Results

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