International Nonprofit Organization

Campaign Overview

In 2025, Wavefront launched a 7-month CTV advertising campaign designed to
increase awareness of the client’s Codes & Standards across priority regions in the
United States. The campaign focused on scalable reach, efficient delivery across
audience segments, and measurable engagement outcomes.

Objectives

• Drive national and regional awareness of the client’s Codes & Standards
• Reach multiple audience segments efficiently
• Generate meaningful post-view engagement and website actions

Strategy & Execution

The campaign was structured to balance broad national reach with state-level
targeting, ensuring relevance while maintaining scale.

Key Elements

• Three distinct audience segments, each with customized CPMs to optimize spend efficiency
• Three creative variations designed to reinforce messaging and prevent ad fatigue
• Geographic targeting across five priority states alongside national coverage
• Website conversion pixels implemented across all creatives to track downstream engagement

This approach allowed the client to evaluate performance by audience, creative, and geography while maintaining consistent measurement across the campaign lifecycle.

Results

The campaign delivered exceptional engagement and scale:

• 44+ million impressions served over 7 months
• 98.9% video completion rate, significantly outperforming industry benchmarks
• Generated daily website conversions, driven by post-view engagement
• Strong performance consistency across all three creatives and audience segments

Impact

The campaign successfully amplified awareness of the client’s Codes & Standards at
both national and state levels while delivering high-quality engagement at scale. The
combination of audience segmentation, creative variation, and full-funnel measurement
enabled the client to not only maximize visibility but also drive sustained website action
throughout the campaign flight.

Key Takeaways

• Strategic audience segmentation can maintain efficiency while scaling reach
• High video completion rates indicate strong message resonance for public-interest content
• Always-on conversion tracking provides actionable insights beyond just
  impressions

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