Driving Subscriptions with Streaming Bundles: Verizon’s DV360 Campaign

Client Overview

Verizon is one of the largest wireless providers in the United States, offering mobile, internet, and entertainment services nationwide. To strengthen its competitive edge against AT&T and T-Mobile, Verizon introduced entertainment bundles - wireless plans packaged with premium streaming platforms such as Disney+, Netflix, and Apple Music.

Campaign Objective

Differentiate Verizon’s wireless offering through entertainment add-ons.
Drive bundle subscriptions among families, students, and cord-cutters.
Communicate clear value: “Pay one price, get more.”

DV360 Strategy & Execution

Audience & Targeting

Entertainment Enthusiasts: heavy streamers (>10 hrs/week).
Cord-Cutters: households without cable subscriptions.
Students & Families: demographic + affinity segments.
Retargeting: site visitors exploring Verizon bundle offers.

Platform & Formats

YouTube skippable ads for storytelling.
OTT/CTV placements on Hulu, Peacock, and ESPN+.
Display banners & Native ads to reinforce conversion.
Managed programmatically in DV360 for cross-channel consistency.

Creative Messaging

Display ads: “Get Disney+ & Netflix free with Verizon plans.”
YouTube pre-roll: 15s video highlighting “One subscription, multiple worlds of entertainment.”
CTV: bundle-focused ads placed within premium streaming environments.

Geo-Focus

Urban US markets: New York, Los Angeles, Chicago, Dallas.
College towns: localized campaigns promoting student bundle plans.

Results & Impact

Subscriptions: +42,000 new entertainment bundle sign-ups in 8 weeks.
CTR: 0.72% (2.5× higher vs. standard Verizon wireless ads).
Video Completion Rate (VCR): 61% on CTV placements.
CPA: 18% lower vs. previous bundle campaigns.
Incremental Value: bundle households showed 27% lower churn risk after 6 months.

Why It Worked

OTT + YouTube Synergy: long-form and short-form video worked together to build awareness and excitement.
Retention Impact: entertainment bundles added stickiness, reducing customer churn.
Localized Messaging: student-focused CTAs doubled engagement vs. generic bundle offers.

Takeaway

Verizon’s DV360 campaign demonstrated the power of entertainment as a loyalty driver. By combining precise audience targeting with cross-channel video storytelling, the campaign drove immediate subscription growth and long-term customer retention. This framework positions Verizon to expand with future partnerships - such as sports streaming or gaming bundles - capturing niche audiences and strengthening brand differentiation.