Industry

Travel

Objective

Drive Site Traffic & Conversions

Solutions

Connected TV & Audience Extension


“Connected TV with Audience Extension really showed its worth. The campaign’s ROAS was 3X higher compared to the brand’s retargeting efforts, and we saw site visits increase 10X from week 1 to week 4 of the campaign, showing what sort of impact optimizations can make. We couldn’t be happier with the results.”

Dan Terek

Group Account Director

Connected TV Results

  • ROAS: 3X Higher vs. Retargeting Campaigns
  • CPA: $0.51
  • Reach: 420,598
  • Unique Site Visitors: 51,780
  • Views: 97.51% Completion Rate
  • Site Visit Rate: 5.28%

Bring on the Challenge

Looking to reach users who had shown interest in travel, this leading travel brand turned to SteelHouse with the goal of driving users to their own site. SteelHouse knew Connected TV (CTV) was the ideal solution thanks to its ability to pinpoint users with advanced targeting capabilities, as well as its precise reporting to measure success.

Enter SteelHouse

SteelHouse started by targeting users who had purchased a flight or hotel with their Visa card within the same time period the previous year. Other considerations such as geolocation, popular networks, and devices with strong visit rates were also incorporated into the campaign’s targeting methodology, and optimized for maximum effectiveness. All previous site visitors from the past 12 months were then excluded to ensure the campaign would only reach a new audience. The campaign was then served across major, high-quality network CTV apps such as CNBC, Fox Sports, CNN, MSNBC, and TLC.

The campaign then took advantage of SteelHouse’s proprietary Audience Extension, which served display ads to users who had seen the CTV ad. This ensured the brand’s message was kept top-of-mind, consistent, and compelling across multiple channels and devices.

The Results

The travel site saw enormous return on their investment with Connected TV and Audience Extension, generating a 3X higher ROAS when compared to their display retargeting efforts, with only a $0.51 CPA. The campaign reached over 420,000 viewers, generating over 51,000 site visits and nearly 1MM page views. This translates to a 5.28% visit rate, and a 97% completion rate.

“Connected TV with Audience Extension really showed its worth. The campaign’s ROAS was 3X higher compared to the brand’s retargeting efforts, and we saw site visits increase 10X from week 1 to week 4 of the campaign, showing what sort of impact optimizations can make. We couldn’t be happier with the results.”

Dan Terek

Group Account Director

Connected TV Results

  • ROAS: 3X Higher vs. Retargeting Campaigns
  • CPA: $0.51
  • Reach: 420,598
  • Unique Site Visitors: 51,780
  • Views: 97.51% Completion Rate
  • Site Visit Rate: 5.28%

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