Centrally located between New York City and Philadelphia, Rider University packs a powerful punch – affordability-focused, high faculty-to-student ratio, an Engaged Learning pedagogy, D1 sports teams, and more. That’s what it wanted to put front-and-center to prospective students in a new ad campaign across desktop, mobile, and CTV. Working with ad tech company Infillion, Rider’s agency of record Princeton Partners decided on a “carousel” ad format from Infillion’s turnkey creative suite, to best show off the many advantages to a Rider education.
The carousel leveraged Rider’s assets in an on-the-rails experience that walked the user through the reasons why it was worth it for them to apply to Rider – including an application fee waiver for visiting the campus, 90+ majors and minors, scholarship and aid opportunities, and Rider’s own Cranberry Investment guarantee for post-graduate employment and grad school. Essentially, Rider wanted students to know how hard it works for its students.
And that message came across. The CTV version of the ad, which featured QR codes, resulted in a %.2 scan rate–impressive compared to industry benchmark. Users spent an average of 50 seconds within the experience, well above the minimum time spend of 30 seconds. And CTR to Rider’s site was 1.9%, about double industry benchmarks. The ad was getting the prospective students exactly where the campaign wanted them…to learn more about the school.
