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.