Driving Subscriptions With Streaming Bundles: DV360 Campaign

Client Overview

Verizon is one of the largest wireless providers in the United States, offering mobile, internet, and entertainment services nationwide. To differentiate against AT&T and T-Mobile in a market where network quality alone no longer separates carriers, Verizon introduced entertainment bundles that package wireless plans with premium streaming platforms including Disney+, Netflix, and Apple Music. The campaign needed to translate that bundled value proposition into measurable subscription growth.

Campaign Objective

The campaign aimed to drive new entertainment bundle subscriptions by communicating a simple value message: pay one price, get more. Verizon needed to convert interest in streaming content into wireless plan sign-ups, positioning the bundle as a financial advantage over purchasing individual streaming subscriptions separately.

Beyond immediate subscription volume, the campaign targeted long-term customer retention. Bundle households were expected to show lower churn rates than standard wireless customers, making each conversion a compound investment in lifetime value. The campaign would measure churn risk reduction over a six-month window following sign-up to validate this retention thesis.

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Audience & Targeting

Four segments structured the targeting. Entertainment enthusiasts streaming over 10 hours weekly formed the highest-intent group. Cord-cutters, households without cable, were building their own streaming stacks. Students and families were targeted through demographic and affinity signals, where bundled pricing resonated most with budget constraints.

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Platform & Channels

All channels were managed programmatically through DV360 to maintain cross-channel frequency control and consistent messaging. OTT placements on Hulu, Peacock, and ESPN+ provided contextual alignment, putting Verizon's streaming bundle offer directly in front of users already consuming the type of content the bundle included. Display and native placements ran across premium lifestyle and technology publishers to capture intent during active research sessions.

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Creative and Formats

Display ads led with direct offers: "Get Disney+ and Netflix free with Verizon plans." YouTube pre roll used a 15-second format highlighting the concept of one subscription delivering multiple entertainment worlds. CTV creatives were built specifically for the living room screen, featuring bundle-focused messaging placed within premium streaming environments where viewers were already engaged with long-form content. Student-focused variants carried localized calls to action tied to campus proximity and academic calendar timing.

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Geo-Focus

Urban US markets received the largest share of delivery, with New York, Los Angeles, Chicago, and Dallas as primary targets based on population density and wireless market competition intensity. College towns received localized campaigns promoting student-specific bundle plans, an approach that doubled engagement rates compared to generic bundle messaging in the same markets.