Open University runs first 'addressable TV' ad campaign

The Open University has launched a nationwide “addressable TV” (ADTV) and multi-channel campaign – which taps into prospects’ postcode data – to showcase its education offering and encourage student sign-ups in 2018.
The new campaign, which runs under the strapline Your Time is Now, has been created in partnership with Lida, MediaCom and Finecast, and will run across ADTV, digital, radio and inserts until the end of March.
The OU’s recent ‘What’s Stopping You?’ ads will also be rerun in cinema screens, supported by DRTV and then brand response TV spots.
Designed to showcase the tangible benefits that studying can bring people before they complete their qualifications and graduate, the two 30-second ads will feature six real OU students and graduates, who were filmed in their own homes or workplaces.
In the ads, they explain the benefits they have secured before graduating – from career progression and improved confidence, to pay rises and promotions.
The ADTV element will run across set-top boxes, connected TV devices, smart TVs, and games consoles and is expected to deliver an estimated 1.7 million impacts and urge people to take that next step on their education.
For the first time, the OU will be able to reach potential students via TV on demand by examining their postcodes and specifically targeting locations with the highest number of enquirers and potential students. These ads are predominantly non-skippable, enabling the university to guarantee quality ad views.
OU head of acquisition and brand Ella Hall said: “Addressable TV has provided a great opportunity to tailor our messaging for our audiences, as we can now target them at a postcode level. Through ADTV we will be able to ensure that we’re reaching the right people and supplying them with the most inspiring and persuasive content.
“We’re always keen to test out new and innovative marketing channels, and given this, are really proud to be recognised as trailblazers for ADTV within our sector.”
Lida executive creative director Tori Winn added: “These are some of our boldest TV spots yet, designed to inspire, and critically, motivate potential students. The media strategy has allowed us to be more targeted, and therefore more provocative, then ever before. The result is a campaign that’s been created to provoke immediate action, while keeping real Open University students’ stories at its heart.”