The University of London wanted to increase awareness of its Worldwide programmes among UK-based prospective students. The campaign focused on four priority subject areas, each with a dedicated landing page and expression-of-interest form: Law, Business, Marketing & Management, Computing, IT & Technology and Humanities, Social Sciences & Development. 

The target audience included adults aged 18–55 across the UK, spanning individuals already in the workforce looking to upskill, people interested in reskilling or changing career paths, and prospective students with broad academic and professional goals. The challenge was to efficiently reach this wide demographic, build awareness across multiple programme areas, and maintain consistent frequency across formats.

Dual-Channel Strategy Across OLV and Audio

Quantcast implemented a combined OLV and audio strategy to maximise scale and reinforce message frequency across channels. By targeting a unified audience across both formats, Quantcast ensured consistent exposure and reduced fragmentation.

Intelligent Targeting Using Cookie + Cookieless Signals

To reach prospective students aged 18–55, Quantcast built audience segments using interest-based signals and first-party insights. A mix of cookie- and cookieless-targeting enabled the campaign to extend reach across challenging environments, maintain accuracy and contextual relevance, and deliver consistency across the full prospective student profile.

Creative Acceleration With Quantcast Creative Services

While the creative agency supplied video assets, the University of London did not have the bandwidth to produce audio ads for four separate subjects. Quantcast Creative Services stepped in to develop four bespoke audio assets, one for each programme area, ensuring cohesive messaging across all channels.

The campaign delivered outstanding engagement across all subject areas. 

• Overall LTR: 95%, exceeding the planned benchmark of 92% across every ad set
• Completed Video Views: 1,785,533

Strong performance across:

• Business, Marketing & Management
• Computing, IT & Technology
• Humanities, Social Sciences & Development
• Law

The combination of multi-format activation, intelligent audience-building, and custom creative ensured the University of London achieved superior reach and resonance among prospective students.