Back to Our Work
Share:
+
  • Callaway gardens

Overview

Every holiday season, Callaway Gardens features its Fantasy in Lights event, which is one of National Geographic’s Top 10 Light Displays in the world. This year Callaway Gardens adapted its event to also include a drive-thru option to allow for increased social distancing where guests could explore the property’s 2,500 acres from the comfort of their own vehicle.

This particular time of year is critical to the property’s overall annual performance and revenue generation. We knew that in addition to our typical channels of paid search, display advertising, and social media, we would need to deploy Connected TV/OTT ads so we could reach specific DMA markets, multigenerational families, and income levels $60k and above.

We tested several different audiences against each other for performance:

  • 1
    All OTT Inventory for AT&T and Warner Media - Layered Lotame/Bluekai data in Doubleclick featuring HHI $60K+, parents, grandparents and Local Atlanta DMA drive markets
  • 2
    All CTV Inventory for AT&T and Warner Media - Layered Lotame/Bluekai data in Doubleclick featuring HHI $60K+, parents, grandparents and Local Atlanta DMA drive markets
  • 3
    All OTT Inventory for AT&T and Warner Media including XAS Segments & Atlanta drive market targeting - no additional data layered in doubleclick
  • 4
    All CTV Inventory for AT&T and Warner Media & Atlanta drive market targeting - no additional data layered in doubleclick

    *Note: All OTT/CTV inventory included top channels and media for families and holiday content (i.e. Hallmark Channel, etc.)

The results

  • 48%
    Increase in revenue year-over-year
  • 1.36 million
    video starts
  • 1.34 million
    watched 100%
  • 98.68%
    video completion rate total