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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.

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Home > Industry > Automotive

Industry 01 · Top Vertical

TELECOM · SWITCHING

Telecom

For wireless carriers, broadband and cable providers, and MVNOs

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.

WHERE IT USUALLY BREAKS

Why Telecom CTV Underperforms

Carriers buy CTV as a brand-reach play measured on impressions and on ARPU-driven business goals it was never wired to move, while the acquisition number that matters — gross adds — sits in a billing system the media buy never connects to.

Two things we find almost every time. First, the existing-subscriber suppression list was never wired up, so the campaign pays premium frequency to advertise switching to people who are already customers. Second, the attribution window is set differently in three places, so the dashboard, the export, and the API each report a different conversion count.

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CORE CONVICTIONS.

Industry 01 · Top Vertical

THE MEASUREMENT FRAMEWORK

The Four Questions Your Board Will Ask

CTV’s job in telecom is to shift preference and pull switchers toward an order; these four questions test whether it reached the right households and whether they became gross adds at a defensible cost.

Your KPIs get set together on the call, against your numbers — not this list.

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01

Did the right household notice?

Brand Signals - measured against a GEO CONTROL

Households reached in the footprint

Frequency per household

Completed views / view-through rate

Reached vs. Recalled

Recall by market

02

Did it change what they did next?

Intent Signals - behavior after exposure

Coverage-check sessions via the Vibe pixel

Plan and pricing page views

“Check availability at my address” pixel event

Store-locator sessions

Plan-builder / cart-start pixel event

03

Did it move the business?

BUSINESS OUTCOMES MEASURED AGAINST A HOLDOUT

Online orders and activations (web purchases)

Gross adds via CRM / billing match-back

App installs and signups

Revenue and ROAS

Geo-holdout incremental gross-add lift

04

What did each outcome cost?

ACQUISITION EFFICIENCY-COST PER REAL RESULT

Cost per gross add (via match-back)

Cost per online order

Cost per coverage check or lead

Cost per unique household reached

Cost per completed view

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.