Critical Mass & TBWA Chiat Day LA


DIRECTV was in a tough spot: the streaming category had become commoditized and the most successful services were leveraging original content – something DIRECTV didn’t have. Adding subscribers in these

conditions called for a performance-first game plan; a transformative approach to targeting, tailoring, and optimizing creative. Data gathering and targeting were crucial to how we honed in on the right person, at the right moment, in the right environments. Using audience signals, connected technologies, and performance best practices, we reached a massive audience in a way that was tailored and then optimized to both individuals and platforms.