Imagine you're a top resort chain, aiming to fill your rooms and grow your brand. You know the power of Connected TV/OTT advertising, but how do you leverage it effectively for both broad brand recognition and hyper-local booking conversions? 

This was the exact challenge faced by a leading agency client. They needed to demonstrate how national awareness campaigns could seamlessly integrate with location-specific initiatives to not only build a powerful brand at scale but also significantly boost bookings at a particular property.

The answer lay in a unified strategy that paired two complementary campaigns. For national awareness, the resort chain targeted 15 priority states, reaching "high-frequency premium beach travelers" to establish strong brand recognition and cultivate intent across their entire portfolio. Video ads were deployed across all devices (CTV, mobile, and tablet) to reach viewers whenever and wherever they are watching.

Simultaneously, a focused New England-based campaign honed in on Massachusetts, Connecticut, Rhode Island, and the New York Metro area. Here, the target audience shifted to "upscale family travelers," aiming to capture high-intent audiences and directly drive bookings to a specific property in the Northeast. This strategic alignment connected brand-scale reach with the conversion power of local targeting.

To ensure every insight was actionable, the agency utilized Madhive’s advanced pixel macros. This cutting-edge technology provided granular visibility, meticulously tracking website visits, property visits, booking engine engagements, reservations, revenue, and impressions across both property websites and geo-based campaigns. 

The unified approach yielded impressive results, proving the immense potential of CTV as a full-funnel channel. The national awareness campaign successfully drove scale, resulting in a significant increase in website visits, booking engine activity, and overall revenue.

Even more remarkably, the localized campaign promoting the Northeast property excelled in efficiency. It achieved a similar conversion rate with a staggering 64% smaller budget. Furthermore, the localized effort boasted a higher average booking amount, increasing it by approximately 10% with a 39% conversion rate.

This portfolio strategy proved that broad brand awareness is the essential fuel for demand at scale, while meticulously crafted local campaigns are the key to maximizing the return on that demand. 

Together, these campaigns showcased that CTV/OTT is far more than just an upper-funnel tactic; it's a dynamic, full-funnel channel capable of driving tangible local outcomes. By combining Madhive’s unparalleled ability to drive scale at the local level with extensive national reach, this campaign achieved both impressive scale and remarkable efficiency, setting a new benchmark for success in resort marketing.