CTV & Attribution in Action: 58% More Conversions, 42% More Spend with CloudControlMedia 

See how CloudControlMedia launched new digital campaigns with CTV for Abilene Christian University, resulting in a 42% increase in spend year over year.

THE CHALLENGE

CloudControlMedia (CCM) is a performance-based digital marketing agency with expertise in higher education and home services, serving clients including Abilene Christian University, The New School, and others. They offer a full suite of digital marketing services, including SEM, SEO, email, social media, CRO, content development, creative services, and analytics.

CloudControlMedia’s higher ed clients leaned on lower-funnel tactics. The CCM team needed to prove that CTV, OTT, and display could drive conversions and close major attribution gaps along the way. 

THE SOLUTION

CloudControlMedia turned to Basis to launch new digital campaigns for its client, Abilene Christian University.

1. Research + Strategy Partner: Basis armed CCM with insights, data, and proposal support to pitch brand awareness campaigns with confidence.
2. Log-Level Data: IP-to-impression matching tied CTV exposure to Abilence Christian University’s (ACU) CRM data, finally closing the attribution loop.
3. Seamless Collaboration: Basis acted as an extension of CCM’s team, connecting them to SMEs and strategic partners.

THE TRANSFORMATION

CloudControlMedia partnered with Abilene Christian University to shifted dollars from pure lead gen-oriented tactics into awareness campaigns that proved bottom-funnel impact. 

The results:

• +12% monthly budget growth in CTV, OTT, and display
• +58% lift in conversions from ad exposure to enrollment
• +28% higher application rates
• +30-40% more conversions from ad to application submissions
• +42% YoY spend increase

WHY IT WORKED:

With Basis, CloudControlMedia closed attribution gaps, proved CTV’s impact, and powered new growth: 

1. Accurate Attribution Across CTV/OTT and Display: Log-level data tied impressions directly to application submissions.
2. Unlocked Revenue Growth: CCM proved brand campaigns drive cost-efficient CPAs, securing new dollars.
3. Raving Fan Support from Basis: Basis’ team delivered fast, thorough insights at every step.

"The Basis team was prompt, thorough, and went above and beyond with all the requests we had, from serving as a reliable research partner to looping in their team of SMEs for insights on any high-level programmatic strategies." - CloudControlMedia