Drive traffic to Flight Select and Flight Booking pages on Southwest.com with cross-screen targeting campaigns.
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.
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.
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.
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.
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
Increase in Flight Select site traffic from CTV vs. Linear
Increase in Flight Booking site traffic from CTV vs. Linear