/ CASE STUDY

Southwest's Cross-Screen Strategy Takes Flight with Samba TV’s Holistic Measurement

Samba TV’s Online Conversion Report identified CTV as a key tactic for driving incremental reach and traffic to Southwest's website.

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Online Conversion Report

/ Objective

Drive traffic to Flight Select and Flight Booking pages on Southwest.com with cross-screen targeting campaigns.

/ Solution

Using Samba TV’s Online Conversion Report, Southwest was able to unify impressions across Linear, CTV, and Digital (desktop/mobile/tablet), and then holistically measure reach and performance for all tactics.

/ Strategy

01. ASSOCIATE
Samba-Owned Tech Stack

By leveraging Samba TV’s in-house device graph, Southwest was able to match their site visitation data to campaign ad exposures, and then deduplicate impressions between Linear TV, CTV, and digital to accurately measure the performance of each tactic.

02. ATTRIBUTE
Proprietary Measurement Methodology

We applied Causal TV Attribution, Samba TV's proprietary synthetic control group methodology, to the cross-screen campaign to determine traditional TV’s effectiveness on driving incremental lift on site traffic versus digital tactics.

03. ANSWER
Holistic Performance Metrics

Samba TV determined that CTV was more effective than traditional TV at driving traffic to both the Flight Select and Flight Booking site pages, and also provided critical incremental reach for the month-long campaign.

Results

The combination of Digital, CTV and TV created a highly effective campaign that drove increased traffic to Southwest.com. CTV allowed Southwest to reach more of their audience at a more efficient rate than Linear TV.

CTV-driven overall reach

+34%

Increase in conversions

+69%

/ Results

The combination of Linear TV, Digital, and CTV created a highly effective campaign that drove increased traffic to Southwest.com.

CTV allowed Southwest to reach more of their audience at a more efficient rate than Linear TV, and was more effective at achieving the campaign objective of directing site traffic to the Flight Select and Flight Booking web pages.

CTV drove the most reach vs. Linear, Digital, Desktop & Mobile

34%

Increase in Flight Select site traffic from CTV vs. Linear

+63%

Increase in Flight Booking site traffic from CTV vs. Linear

+71%

“Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable.”
-Sarah Leidy, Manager, Southwest Airlines

/ Featured Product

Online Conversion Report

Holistic cross-channel measurement to determine which partners, platforms, and tactics are driving conversion for any campaign objective

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