Driving Subscriptions with Streaming Bundles: Verizon’s DV360 Campaign

Reach The Right Customers

Personalized Demo

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 (DV360-Only Focus)

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 (Hypothetical)

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.