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Industry 01 · Top Vertical

Telecom

For wireless carriers, broadband, cable, and connectivity brands

Telecom is a switching category. CTV should improve perceived value, network confidence, and carrier preference — then prove whether exposure drives store visits, plan engagement, and gross adds.

CORE CONVICTIONS.

Brand Signals

  • Aided and unaided awareness lift

  • Network-quality perception lift

  • Value-perception lift

  • Carrier preference lift

  • Consideration lift

Intent Signals

  • Brand and plan-specific search lift

  • Plan or offer-page engagement lift

  • Store-locator engagement lift

  • Upgrade or device-page engagement lift

  • Call or lead engagement lift

Business Outcomes

  • Incremental gross adds

  • Incremental store visits

  • New-line activation lift

  • Upgrade lift

  • Churn quality by acquired cohort

Acquisition Efficiency

  • Cost per gross add

  • Subscriber acquisition cost

  • Cost per store visit

  • Cost per qualified lead

  • LTV:CAC or payback period

Home > Industry > Telecom

Industry 08 · High Fit

Telecom

The pressure you're under:

AT&T, Verizon, T-Mobile — your category collectively spends more on national TV than almost any other vertical, and the fight for switchers is the most expensive war in American advertising. Your CAC is tracked monthly. Churn is tracked weekly. Your CFO knows exactly what each new line of service costs to acquire — and they know exactly when that number is going the wrong direction. Most CTV buying for telecom is still being run by holdco agencies who charge a 15% commission on a 9-figure media plan. That's a $15M commission line item before a single subscriber is acquired.

Where CTV solves it:

CTV gives telecom the precision to target switchers (households on competitor networks based on device-graph and behavioral data), suppress existing subscribers from acquisition creative, and measure subscriber acquisition cost in real time. We work inside the device-graph data partnerships your category already relies on, run incrementality tests by market, and tie every dollar of spend to a verifiable cost-per-line-acquired. The zero-commission model on a telecom-scale media budget represents one of the largest line-item efficiencies a CFO will see in any category.

The KPIs we'll be accountable to:

Cost per line acquired

Switcher acquisition rate

Existing-subscriber suppression efficiency

Incremental gross adds vs. holdout

Branded search lift in priority markets

Built for the telecom CMO whose commission line item alone could fund a mid-sized growth marketing team — and whose CFO has noticed.