Walt Disney Co. vs. Cablevision – “Save ABC 7”
On March 4, 2010, The Walt Disney Company asked Target Interactive to plan, on a rush basis, an online media strategy when Cablevision and the New York local owned and operated ABC 7, could not agree to the terms of a renegotiation.
Target Interactive designed a very precise geographic area to achieve the most efficient targeting of impressions throughout the Cablevision service area. Once the audience was pinpointed, an internet advertising blast was created. Blasts are designed for mass penetration of a relatively small targeted region, which was perfect for this three day campaign. Over 10,000 websites were targeted which included entertainment, blogging, social media and shopping categories. Non-family friendly publishers and politically focused sites were excluded.
Ad Creative – Save ABC 7
Here is the ad creative we used in our online advertising campaign for this campaign:
The campaign was a huge success. In only three days, Target Interactive was able to…
- Deliver over 37 million impressions solely to the Cablevision digital footprint.
- Attain higher-than-average click through rates and impression shares that eclipsed national norms.
On March 7, 2010, The Walt Disney Company and Cablevision announced they had agreed in principle to a new contract governing WABC. ABC7′s signal returned to Cablevision customers as the deal was finalized – just in time for viewers to tune in to watch the 82nd Academy Awards broadcast.
