How SWYM and Its Agency Partner Reduced CPCV Across Targeted U.S. Cities for a Higher Education Brand

The challenge

A higher education brand set out to improve the efficiency and cost-effectiveness of its Connected TV campaign across select U.S. cities and surrounding suburbs.

While CTV offered strong reach and premium environments, rising costs and fragmented supply made it difficult to lower Cost Per Completed View (CPCV) without sacrificing scale or quality. The brand needed a way to deliver more completed views—while ensuring precise geographic and audience relevance.

The solution

An agency partner piloted SWYM to bring intelligent supply shaping to the brand’s CTV strategy.

SWYM activated targeted programmatic deals through the agency’s preferred SSP, dynamically shaping and optimizing supply to focus on key U.S. cities and suburban markets aligned to the brand’s enrollment objectives.

To further improve efficiency, SWYM prioritized niche, higher-education–relevant audiences, ensuring ads reached the most qualified viewers in premium CTV environments. By continuously optimizing bid paths in real time, SWYM reduced waste, removed low-value supply, and concentrated spend where completed views were most likely.

The results

By simplifying the CTV supply chain and prioritizing high-quality inventory, the campaign delivered meaningful performance gains:

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SWYM’s streamlined approach enabled the higher education brand to achieve stronger completion efficiency, maintain scale, and deliver premium exposure across targeted U.S. markets.