Arkansas Tourism Leverages CTV Innovation to Drive Over 150K Web Conversions

Strategus partnered with Arkansas Tourism for a 6-month CTV campaign to raise awareness and elevate their brand. The Strategus team recommended our proprietary Encore Cross-Device Retargeting strategy to add clickable inventory via display and online video ads. Audience targeting was split between adventure seekers interested in rock climbing, hiking and biking as well as users with nostalgia for country life. Over the course of the campaign, the results were so strong that a second campaign focused on hunting and fishing was added. At the end of the 6 months, Strategus drove 156,312 web conversions with 12,012 Search and Social attributions between the two campaigns.

• Raise Brand Awareness
• Drive Web Traffic

With Arkansas Tourism focused solely on CTV as a brand awareness play, conversions and attributions were not highly prioritized. Through education around the Encore Omnichannel strategy and Attribution Suite, the Arkansas Tourism team saw the value of looking beyond just awareness metrics and implemented clickable inventory in the campaign which enabled the use of Search & Social Impact attribution, After-Ad Influence attribution and Brand Lift attribution.

Through the placement of pixels on the Arkansas Tourism site, the team was able to gain valuable insights into which web pages were driving the most traffic. Additionally, through Search and Social Impact attribution, Strategus was able to show that over 12,000 conversions that came from Google and Facebook were also shown a Strategus ad before converting.