Case Study | Creative, CTV/OTT
New Jersey Institute of Technology
Check out how Performance TV reached tech pros near NJIT’s Jersey City campus—driving 145 grad records and over 30% of total apps, all at unmatched efficiency.
Smart Targeting. Smarter Results.
New Jersey Institute of Technology (NJIT) is one of the nation’s top polytechnic universities, recognized for cutting-edge research and innovation in fields like engineering, computing, and artificial intelligence. With a fast-growing graduate program and a strategic Jersey City location, NJIT set out to increase awareness and drive applications—especially for its Master’s in Artificial Intelligence.
The Challenge
NJIT wanted to attract a highly qualified pool of graduate applicants for both its Jersey City-based programs and its flagship Master’s in Artificial Intelligence. With a competitive market and a focused geographic target, the challenge was reaching the right prospective students—many of whom were already working professionals in tech—and doing so efficiently.
What We Did
AmbioEdu developed a four-month digital campaign specifically designed to reach prospective graduate students working at top tech corporations within a 15-mile radius of the NJIT campus. Ads were tailored to emphasize NJIT’s strengths in AI and its convenient location, appealing to career-driven individuals looking to level up.
How We Did It
Through a mix of hyper-targeted digital tactics—reaching specific companies, job titles, and interest profiles—we got NJIT’s message in front of high-intent audiences across streaming platforms, digital display, and social. The campaign combined geo-fencing around tech hubs with interest-based targeting to connect with future graduate students on both desktop and mobile.
40,000+
Website visits during the course of the campaign
145
New RFI’s and applications driven by the Performance TV campaign
30%
Of inquires, registrations, and applications were attributed to the campaign
The Results
NJIT’s campaign not only drove impressive awareness, it delivered where it mattered most: conversions. We drove over 40,000 website visitors and influenced 145 graduate records (inquiries and applications), accounting for 30% of their total.
And while the primary focus of the campaign was driving graduate enrollment at the Jersey City campus, one of the most powerful outcomes was its broader impact—the campaign also helped drive undergraduate applications to the main campus. That’s the magic of TV: in addition to performance, it builds brand awareness. Of the 1,730 total undergraduate applicants, AmbioEdu was able to attribute over 32% directly to the campaign’s influence.
But the real headline? A cost-per-applicant of just $269!
In a graduate market where CPAs often exceed $600, NJIT saw unmatched efficiency and ROI, proving the power of precision targeting backed by smart creative.