Looking to drive frequent travelers with a high net worth to consider visiting Savannah, GA, in the near future, Visit Savannah turned to TripleLift to expand and enhance their existing CTV campaign through ad formats that would catch a viewer’s attention in a new and innovative way. That’s where TripleLift’s In-Show CTV solutions came in.
Solution
Visit Savannah partnered with TripleLift to activate unique In-Show ad formats, targeting adults aged 25-65+ who are Luxury Travel Researchers, travel at least twice a year, and have a net worth of $500K or more. TripleLift curated a list of premium publishers on Roku, including Tastemade and the Hallmark Channel, to reach audiences with a higher propensity to travel to Savannah, GA. TripleLift created the custom, In-Show creative experience leveraging just three assets from the agency within five business days. Miles Partnership leveraged the Basis DSP for programmatic self-serve activation of this innovative In-Show campaign.
Results
To measure the consumer ad experience of the In-Show format, TripleLift deployed an eye-tracking study to a respondent pool that matched the target audience of the campaign. After exposure to the ad, the brand was top of mind with 65% of respondents, 46% had a more positive perception of Savannah, GA, and 80% agreed that “Savannah, GA is a desirable destination to visit”.
Respondents were also asked about how the In-Show ad impacted the surrounding content—over half said it was not intrusive to the show and that it wasn’t distracting from the show!
