OBX Succeeds, Shifting TV Budget to Digital Video
The Outer Banks was looking to boost visitation to the destination during the shoulder season, or the weeks leading up to and away from peak travel season. Historically, tackling this goal meant running cable and spot TV ads in the destination’s key feeder markets each spring – the spots airing from the middle of March through the end of April. This tactic was successful in the past, but in the spring of 2016 The Outer Banks wanted to see if they could build on these results.
MMGY Global took this opportunity to test digital video in more expensive television markets to see if this media-buying strategy could produce better results than the previous cable buys. Over the course of six weeks, MMGY re-invested The Outer Banks’ traditional broadcast dollars into digital video pre-roll in three major markets – Philadelphia, Pittsburgh, and Washington, D.C. – to see if it provided a better return on spend than the local cable buys had in the past.
To measure the campaign’s effectiveness, MMGY reported against target rating points (TRPs) and cost per rating points (CPPs) as well as traditional digital measures, including number of impressions and number of videos viewed to completion. Primary targeting was geo-based to the three markets. Additionally, demotargeting within the markets was added to The Outer Banks’ core audience of women ages 35 to 54.
The campaign delivered a total of 705 TRPs at an average CPP of $81.31, or 82% below the SQAD-reported CPP average for these markets. The digital pre-roll campaign delivered 578 more TRPs than would have been achieved via local broadcast, based on the average CPPs in these markets. Suffice it to say, these outstanding results have lead the Outer Banks to continue to shift a portion of their TV budgets into digital for future efforts.