Addressable TV

Paving the way to measuring impact.

Client

A destination ski resort offering 3,000 acres of award-winning terrain.

Goal

The client wanted to retain resort visitors within their CRM targets and prospect new visitors in direct flight markets.

Strategy

Delivering a 6-week Addressable TV media campaign, FiveFifty prospected new customers via set-top TV boxes, targeting ski/snowboarding audience segments in each of their key direct flight markets. Additionally, we targeted households on their existing CRM who were either in a lapsed or active state. The campaign utilized a data match-back measurement strategy, which overlaid purchase information to target audiences in order to understand the impact that Addressable TV had on sales and household pass purchases for each group.

Results

6.3

Percent

+6.3% lift in the sales rate among HHs in the Prospecting target

14.56

Percent

+14.56% lift in sales rate between test and control HHs within the CRM

29.9

Percent

+29.9% lift in sales for lapsed customers vs. control group

25000

Percent

+25,000% lift in sales for Active Customer CRM group vs. random control group