Goal
A popular island destination was looking to drive traffic to its website to inform consumers about various resorts, and ultimately influence vacationers to book their own island getaway. They wanted to reach consumers via both TV and Digital ad executions.Target
A25-54 with HH Income $125,000+ or Travel IntendersSolution
Traditional TV: Target segment was used to inform the linear media plan.
IP Targeting: OTT ads were delivered to the same TV household segments.
Results
Incremental Lift in Visitors
Exposed Visitor Rate
Unexposed Visitor Rate
28%
- Incremental unique HH visits to the website = 5,300
- Incremental visits to the website = 11,900
- All pages produced an incremental lift among Action Households
-
TV Impressions
19.4M
-
Digital Impressions
665,834
Sources
Source: NY DMA. Targeting data source: LiveRamp. Conversion analysis based on set-top box and Digital ad exposure matched to tagged page visits. Incremental Lift = (Exposed action rate – Unexposed action rate)/Unexposed action rate.