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

Strategus partnered with Arkansas Tourism on a 6-month CTV campaign to raise awareness and elevate the state’s brand. Our team recommended our proprietary Encore Cross-Device Retargeting strategy, which added clickable inventory through display and online video ads. Audience targeting was split between two groups: adventure seekers interested in rock climbing, hiking and biking, and people with a nostalgia for country life. The results were so strong that Arkansas Tourism added a second campaign focused on hunting and fishing. By the end of the 6 months, the two campaigns had driven 156,312 web conversions and 12,012 search and social attributions.

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Objective

• Raise Brand Awareness
• Drive Web Traffic

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Strategy

Arkansas Tourism saw CTV purely as a brand awareness play, so conversions and attribution weren’t a priority at first. Once the team learned about the Encore Cross-Device Retargeting strategy and our Attribution Suite, they saw the value of looking beyond awareness metrics. They added clickable inventory to the campaign, which unlocked Search & Social Impact attribution, After-Ad Influence attribution and Brand Lift attribution.

Pixels on the Arkansas Tourism site showed which pages drove the most traffic. Search & Social Impact attribution went a step further. It showed that more than 12,000 people who converted through Google and Facebook had seen a Strategus ad first.

Each campaign pulled its weight. The original adventure and country-life campaign drove 108,169 web conversions and 9,788 search and social attributions. The hunting and fishing campaign launched later in the flight and still added 48,143 web conversions and 2,224 search and social attributions.