Engaging Audiences for the Dallas Mavericks through YouTube

“Pixability proved to be the ideal partner for driving the Mavericks’ video strategy on YouTube. Through its targeting and optimization capabilities, the platform excelled at finding the Mavericks’ audience and engaging them through video.”

Stephanie Wavro Beugelsdijk,

Associate Media Director







The Challenge

With an ultimate goal of driving ticket sales, the Dallas Mavericks sought to maximize the efficiency of their marketing budget, and their media agency, Asher Media, saw YouTube as an effective and measurable channel for reaching and engaging audiences.

But identifying the right audience, targeting and video content to align with on the vast YouTube video space is a complicated and rapidly evolving space, making it difficult for marketers to ensure they’re maximizing impact. Asher Media sought a technology partner that could effectively target the Dallas Mavericks’ audiences and drive strong view-to-completion and click-through rates.

The Strategy

Asher Media turned to Pixability’s award-winning video advertising platform.

Pixability’s technology and expertise built an ultra-segmented campaign, reaching the Dallas Mavericks’ three key target audience targets in both English and Spanish and optimized it in-flight to maximize performance. While testing different targeting approaches, one of the tactics Pixability uncovered that drove higher video completion rates for the Mavericks’ was targeting people who have certain apps — specifically ticketing apps over basketball apps — and adjusted the campaign to drive efficiency.

The Result

Pixability’s strategic optimizations and expert insight enabled the Mavericks’ video campaign to surpass benchmarks by 2X for both view-to-completion and click-through rates — driving engaged fans to learn more about acquiring tickets.

Based on the success of the Mavericks’ campaigns and other advertisers’ campaigns with Pixability, Asher Media continues to partner with the team on their advertisers’ behalf to deliver targeted video views across YouTube, Facebook, Instagram and Connected TV.


higher view-to-completion rate than benchmarks on YouTube


higher click-through rate than benchmarks on YouTube

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