Proving success by combining online and TV media for HotelsCombined

At TSW we pay a lot of attention to digital activation of offline awareness. Our unique AV buying and optimisation approach, which attracted HotelsCombined, enables us to integrate online video into our channel mix and optimise in-line with linear TV. In addition, we can also compile brand metrics such as prompted and unprompted awareness, market positioning and social buzz alongside offline media spend and online response.

HotelsCombined approved an integrated AV campaign including online audience targeting across premium online publishers and Facebook, which improved their reach by 4% and sales by 6.4% compared to TV ads alone.

The additional targeted online video activity alone increased prompted awareness by 14%. Combining multiple digital channels further improved this; users with 2+ impressions demonstrated a 23% increase in prompted awareness.

Finally, the online re-targeting of TV respondents delivered incremental sales at a CPA less than 50% of channel average.