Measuring the success of CTV/OTT campaign for Utah tourism, Arrivalist tracked actual arrivals in the state as a result of media exposure (CTV video ads).

1. Connected TV Case Study

2. Did Connected TV Advertising
Drive Visits for Utah Tourism?

3. Yes. Connected TV advertising drove visits to Utah
Measurement By Arrivalist
User Sees Connected TV
ad in Nevada
Ad
Ad
Arrivalist measures
arrival in Utah
+
Utah and Adobe creates
Connected TV ad
Avg. Length of StayOvernight Stays
82.2% 2 Days, 8 Hours
Date Range: 03/13/2018 – 10/9/2018
Key Success Metrics
35.8%

4. CTV Advertising in 4 Markets – Arrivals from Los Angeles
Stayed the Longest
Origin DMA % Total Arrivals
Average Time
Spent
Las Vegas 28.6% 1 Day, 13 Hours
Denver 23.1% 2 Days
Los Angeles 15.6%
2 Days, 19
Hours
Phoenix 6.1% 2 Days, 12 Hours
Date Range: 03/13/2018 – 10/09/2018

5. Date Range: 03/13/2018 – 10/09/2018
Arrival City
% Out-of-state
Arrivals
Salt Lake City 32.2%
Park City 8.5%
St George 4.6%
Moab 4.6%
Ogden 3.5%
Sandy 2.9%
Provo 2.5%
Springdale 2.0%
Logan 2.0%
Cedar City 1.9%
Where did visitors go in Utah?
Salt Lake City and Park City make up 41% of visit share

6. CTV Success Story
Case Study CTV
OTT Success Story
UTAH TRIP SAMPLE 1 – DRIVING FROM NEVADA

7. UTAH TRIP SAMPLE 2 – DRIVING FROM CALIFORNIA

8. Comparing 4 Origin Markets - Highest Overnight Stays from Phoenix
Date Range: 03/13/2018 – 10/09/2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Las Vegas Denver Los Angeles Phoenix
72%
84% 89% 94%
28%
16% 11% 6%
Overnight Stays Day Trips

9. User B
1) User A and User B are alike
2) They both live in Nevada
3) They have data for the same time period
4) They have similar attributes
5) They both can be measured for exposure
6) Difference: User A has seen the travel ads
User A
Methodology Control Groups
CONFIDENTIAL
Date Range: 03/13/2018 – 10/09/2018

10. User A
User D
Apr 5
Home: Las Vegas, NV
Apr 3
Home: Las Vegas, NV
Apr 20
Travel: Salt Lake City, UT
Apr 6 Apr 12
Methodology Control Groups
User B User C
Apr 22
Travel: Salt Lake City, UT
User E User F
CONFIDENTIAL
Date Range: 03/13/2018 – 10/09/2018
Exposed
Control
arrivalratelift

11. Connected TV Lift Study – Out-of-State Lift Results
35.8%
Arrivalist
Control Group
Arrivalist
Target Group
CONFIDENTIAL
US Media Only

12. Methodology

13. Arrival Radius Definition
• Arrival zone is defined as the state of
Utah.
• Any arrival reported must satisfy these
four criteria:
• Traveled more than 50 miles from
their home destination.
• Arrived within the arrival zone.
• Spent at least 2 hours in Utah.
• Only devices that spent the
majority of their trip time in Utah is
measured in the Visitation reports.

14. Thank You!
ARRIVALIST
1460 BROADWAY 6TH FLR.
NEW YORK, NY 10036
646.779.1487
INFO@ARRIVALIST.COM