Case Study
P&O cruises into consideration with Quantcast’s full-funnel solutions
“Quantcast’s Brand Lift Live provided insight into optimal frequency across our CTV buys, allowing us to make mid-campaign performance improvements. We not only connected sales metrics to an awareness channel, but also proved the effectiveness of CTV in driving brand consideration.”
Joe Robinson, Digital Marketing Manager, P&O Cruises - Carnival Australia
Lift in brand recognition during first 12 days of campaign
Lift in ‘knows a lot/knows a fair amount’ in last 4 weeks
Since 1932, P&O Cruises has offered Aussies and Kiwis the opportunity to take to the seas for the experience of a lifetime. Whether venturing near or far, P&O Cruises offer a memorable holiday experience that’s truly Like No Place On Earth.
Industry
Travel
Brand
P&O Cruises
Product
BLL, CTV, Quantcast Advertising Platform
Challenge
P&O Cruises looked to increase category consideration, while also driving ticket sales. Leveraging the visual impact of connected TV (CTV) paired with high-impact retargeting, P&O wanted to validate their brand investment through a familiarity survey and cross-device engagement.
Solution
Working with their media agency CHEP Network, P&O Cruises tapped into the power of Quantcast's suite of full-funnel solutions, including CTV and performance.
- Brand Measurement - Supported by Brand Lift Live by Quantcast™, P&O Cruises optimized to CTV audiences most receptive to their brand, asking the question: "How familiar are you with P&O Cruises?"
- Omnichannel - Through the Quantcast Household Graph, which matches CTV exposure with site visits, they maximized cross-device engagement with "book now" messaging.
- Real-Time Optimization - Real-time frequency insights made every media dollar work harder.
Results
P&O Cruises connected brand with performance:
- Superior Brand Lift - 52% lift in brand recognition in the first 12 days
- Actionable Frequency Insights - Learning that 1-3 exposures provided lift in brand name recognition but 4+ exposures led to deeper brand familiarity, they better paired frequency with objective.
- Brand to Demand Attribution - CTV investment resulted in 2.9x more site visits and 3.1x more conversions, highlighting cross-channel engagement impact.
The Partnership
