First launched in 2019, the Spectrum Reach Ad Portal was a first-of-its-kind e-commerce platform that gave small businesses the ability to easily build, buy, and measure a custom TV advertising campaign. The platform expanded to add streaming TV advertising, allowing businesses to create, plan and schedule live TV and streaming TV advertising campaigns. 

Effectively marketing the Ad Portal wasn’t easy: after the first full-scale marketing campaign, CTRs soared, while CRs stayed incredibly low. Through extensive user research and testing, we determined that the target audience, small to medium-sized businesses, loved the idea of “being on TV” but immediately assumed they couldn’t afford it or that it wasn’t practical for local businesses. After five unique integrated campaigns, CRs begin to climb by focusing on the excitement of being on TV, customer testimonials, and creating multiple opportunities to promote the power of local TV advertising.