Scripps achieves profitable, transparent FAST channel growth with ContentDiscovery

Scripps utilized ContentDiscovery to refine their audience targeting, achieving significant growth in viewer engagement and ROAS for their FAST channels.

BACKGROUND

Location: Cincinnati, Ohio

Founded in 1878, The E.W. Scripps Company has transitioned from a newspaper chain to a leading broadcaster, owning national networks such as ION, Court TV, Scripps News, Bounce, Grit and more.

THE CHALLENGE

Balancing FAST channel acquisition costs with viewer-generated ad revenue

In the highly competitive FAST channel landscape, where attracting viewer attention is key, Scripps faced the challenge of not only enhancing channel discoverability but also ensuring that each media investment was yielding profitable returns. This required assessing their viewer acquisition spending against the resulting ad revenue. With numerous paid media opportunities at their disposal, Scripps’ strategy required a balance between aggressive channel growth and maintaining profitability.

THE SOLUTION

Strategic audience targeting with ContentDiscovery

By partnering with ContentDiscovery, Scripps unlocked the ability to understand the ROI for their UA campaigns based on user-generated ad revenue. These insights fed into ContentDiscovery’s ML-powered advertising engine to automate campaign targeting to the users most likely to meet and exceed their business objectives. As a result, Scripps was not only able to gain transparency into their FAST campaigns but also optimize campaigns toward high-value users, all with minimal resources and time investment.

The big edge we get from ContentDiscovery is the transparency. The transparency of understanding what we’re buying, the audiences that we’re driving, and the value of those audiences as they relate back to our business.

Tim Langlitz,

Director of Audience Development
E. W. Scripps Company

THE RESULTS

Achieving measurable ROAS growth among new viewers

With ContentDiscovery’s insights, Scripps fine-tuned their advertising approach across various content genres, resulting in a confident, ROI-driven advertising strategy and enhanced viewer engagement.

ContentDiscovery transformed our approach, providing the data insights we need to target our audience more effectively and realize significant returns on our FAST channel investments.

Tim Langlitz,

Director of Audience Development
E. W. Scripps Company