Challenge sells prescription lenses and name brand sunglasses directly to consumers through the Internet. After finding a robust online audience, the marketer wanted to broaden their reach and expand their customer base, but wasn’t sure whether TV could deliver the kind of increased ROI they needed to justify such a campaign.


MDG used a targeted DRTV campaign to drive second screen users to the company’s website. Using our proprietary web attribution model, we exceeded cost per order goals by 13%, which spurred an increased commitment to TV media and budget growth of 123%. This success attracted Luxottica Group S.p.A., an Italian eyewear company that added to its portfolio. The use of the DRTV model has since been extended into other business units.



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