United Airlines, one of the world’s largest airlines, partnered with Tourism & Events Queensland to promote their nonstop service from San Francisco to Brisbane, Australia, and build lasting awareness with SF annual international travelers. They wanted to reach this audience in omnichannel environments and evaluate the impact of connected TV (CTV) advertising on awareness lift for the SFO-BNE route.

United’s agency Carat chose to partner with Quantcast for the ability to plan, activate, and measure their omnichannel campaign with ease and efficiency. To find the most relevant and receptive audiences, Quantcast used lookalike modeling of previous ticket purchasers as well as retargeted all site events. Then, Carat used Quantcast’s Interest-Based Audiences to find their desired audience on the web as well as on Quantcast’s premium inventory of CTV channels. Finally, they ran Brand Lift Live by Quantcast™ (BLL) to gain real-time insight into the effectiveness of their CTV campaign.

The BLL survey validated that the campaign shifted awareness of United’s flights to Brisbane, initially with those who weren’t sure of their awareness by 27% and later with those previously unaware by 14%. Carat determined that the campaign was 5x more impactful at influencing lift after 1-2 exposures than subsequent exposures, streaming devices were better at driving lift than smart TVs, and awareness lift was strongest among those 18-34 years old and those with kids. They also learned that larger format creatives drove the most efficient CPA results across the display ad sets. With these insights into the ideal frequency, device, audience, and creative format, Carat optimized United’s campaign to achieves maximum awareness lift and conversions.