Simpli.fi’s ZTV Targeting Solution Helps TRG Increase Business for Resort Casino
Overview
Top ZTV Inventory Sources:
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Blending Streaming and Linear Television
As the television industry continues to rapidly evolve, the choice between advertising on streaming or linear television is becoming increasingly pivotal. While advertising on traditional television provides a wide reach and familiarity for advertisers, streaming television is quickly redefining how brands reach target audiences and maximize relevance. Simpli.fi’s proprietary ZTV targeting solution provides advertisers with access to ZIP code ranked U.S. Census data and Automatic Content Recognition (ACR) data to help extend campaign reach to a relevant audience of streamers, bridging the gap between streaming and linear TV advertising.
Recently, a resort casino was looking to expand its brand awareness and draw guests to three of its locations across Oklahoma. The casino worked with TRG, a Dallas-based branding and full-service advertising agency, to implement a programmatic strategy that would complement its digital advertising strategy and increase casino visits. Together, they partnered with Simpli.fi to leverage their ZTV targeting solution to reach potential guests at a local scale with video creative served across streaming TV devices.
A ZIP-targeted Approach
The casino utilized Simpli.fi’s ZTV solution to maximize reach and household coverage across targeted ZIP code lists specific to three of their promoted locations. Simpli.fi’s ZTV solution uses a proprietary ZIP code ranking system based on age, gender, and household income, as well as an indexing of how likely people in a specific ZIP code are to consume linear TV compared to streaming content. Rather than targeting DMAs in their entirety like traditional linear TV, Simpli. fi’s ZTV solution provided the resort casino with the ability to focus on the highest indexing streaming ZIP codes and precisely reach their target audience while maximizing their campaign ad spend.
With the ZIP codes ranked within each target area, the Simpli.fi team served ads to potential casino visitors who reside in ZIP codes that indicated high viewability for streaming content for individuals aged 21+. The casino utilized a series of ads promoting their resort and casino offerings which prompted viewers to play and stay.
Winning Over Casino Visitors
Over the course of three months, the campaign resulted in an overall ZTV eCPM of $9.93, exceeding the client’s goal by almost ten cents for both :15s and :30s streaming ads. The Simpli.fi team continuously optimized performance throughout the campaign by concentrating on serving across top inventory sources. They worked to maintain consistent pacing given the targeted demo of adults aged 21+ and the localized ZIP code targeting around each of their promoted locations. The client saw an overall Video Completion Rate (VCR) of 98.5%, surpassing their VCR expectations, while delivering across top publishers such as CBS, FOX News, ESPN, Lifetime, and more. The casino plans to continue partnering with TRG alongside Simpli.fi to further increase awareness about its gaming and resort offerings.
“TRG appreciates the ability to supplement with the ZTV product and hyper-target towards specific ZIP code pockets that may under-index against our traditional TV buys. By using a combination of the two (ZTV and TV) the client is reassured that all areas within the DMA geography are covered with ZTV. It’s great that we’re able to efficiently serve our ad across a TV-like experience without sacrificing programming.“
– LaDonna Miller, Brand Performance Marketing/Associate Director-Programmatic