A hospitality chain wanted to measure its TV campaign against more than just media metrics, in order to determine the impact that TV has on its bottom line. It also wanted to tease out the difference of an audience-targeted campaign compared to its traditional plan.
Reach a custom target of frequent business travelers efficiently with 20% of the overall TV budget.
Match client’s first-party loyalty card data to TV viewing data in order to prove TV’s impact on hotel bookings.
Simulmedia’s portion of the campaign improved the advertiser’s business outcomes by driving a 62% higher return on ad spend than the advertiser’s other TV media.
Overall, the client’s TV campaign was successful in driving purchases, increasing conversion rate by 51%.
Simulmedia reached over 14M viewers in the client’s custom target audience, 3x more than the highest reaching network.
Simulmedia drove 38% lower cost-per-acquisition than the advertiser’s other TV media.
People with lighter frequency had the largest transaction sizes, informing future campaigns to focus more on reach and less on frequency.
One specific customer segment (out of 12 that were analyzed) had the highest ROAS and lowest cost-per-acquisition, informing future targeting strategies.