Campaign at a Glance
In a media environment where attention is scarce and competition is fierce, performance matters. That’s why Visit Savannah’s recent CTV campaign with TripleLift and Roku stands out:
- 65% of viewers recalled the brand top-of-mind after viewing
- 46% developed a more favorable perception of the destination
- 80% agreed Savannah is a desirable place to visit
- 50%+ of viewers said the ads were neither intrusive nor distracting
This is what modern TV advertising looks like—effective, engaging, and seamlessly integrated into the viewing experience.
A Century of Evolution
As we mark 100 years since the first public demonstration of television in 1925, the medium’s evolution from a novelty in a London department store to a personalized, digital experience is nothing short of revolutionary.
Television advertising has always evolved with technology. From the golden age of broadcast in the 1950s, the upfront marketplace in the ’60s, and the cable boom of the ’90s, to today’s streaming-first ecosystem, the medium has constantly reinvented itself to meet the demands of audiences and advertisers.
Today’s Streaming-First Landscape
In the 2020s, streaming dominates the screen, now accounting for nearly 42% of total TV viewership. Audiences have more control, more choice, and less patience for traditional ad formats. That’s why creative innovation is no longer optional— it’s essential.
We’re still very much at the early stages of what creative ad experiences can be in this world of internet-powered TV. Advertisers are finally recognizing the power of placing their brand directly within content in a respectful way versus solely relying on breaks in programming like the pod, during a pause, or on the home screen.
Chelsea Glincman, Senior Director, CTV Business Development, TripleLift
Brands that succeed embrace change, adopt advanced targeting, and lean into non-disruptive, native formats.
Case Study: Visit Savannah Embraces Innovation in CTV Advertising
To attract high-net-worth travelers, Visit Savannah partnered with TripleLift to activate In-Show CTV formats that appeared organically within premium programming on Roku to make memorable connections with their target viewers.
Key elements of the campaign:
- Advanced Audience Targeting:
The campaign focused on adults with $500K+ net worth and travel intent. - Premium Content:
In-Show ads ran across premium Roku channels like Hallmark and Tastemade where audiences had a higher propensity to consider Savannah as a destination - Format Innovation:
The campaign complemented traditional CTV spots with our innovative In-Show formats to seamlessly integrate into content, creating a more natural and engaging viewing experience.
Lauren Cleland, Vice President of Strategic Marketing at Visit Savannah, put it simply:
“We’re not just looking to be present in the media landscape—we want to be memorable in it. That requires agility, experimentation, and a willingness to embrace what’s next.”
By delivering these results at scale on a platform like Roku—and doing so through TripleLift’s collaborative, innovation-first approach—the campaign underscores how meaningful partnerships are driving the next wave of transformation in CTV.
The Future is Integrated
After a century of innovation, the lesson is clear: television is evolving. Brands like Visit Savannah are showing that by embracing the full power of streaming, data, and creative innovation, advertisers can not only keep up—they can stand out.
You can read more about the campaign in AdExchanger’s CTV Roundup.
