Harrah’s Cherokee Casino Resort Hits the Jackpot with 62Above and Viant

Results

• 109% YOY ROOM BOOKING CONVERSIONS

• 87% YOY COST-PER ROOM BOOKING CONVERSION

143% OVERALL FOOT TRAFFIC LIFT

GOAL

• Elevate performance by focusing on metrics tied to incremental business results
• Drive incrementality in visitor engagement and room bookings

SOLUTIONS LEVERAGED

• Foot Traffic Reporting
• Conversions Reporting
• Competitive Conquest Segments
• CTV/Display Retargeting
• Viant Household ID™ Technology

HOW THEY DID IT

To drive awareness, increase room bookings and attract new visitors for their client, Harrah’s Cherokee Casino Resorts, agency 62Above partnered with Viant to create a unique DSP offering, specifically for hotels, casinos and DMOs.

62Above utilized the Viant DSP and Viant’s Household ID™ technology to execute a multi-channel media strategy for Harrah’s Cherokee, including display ads on contextual gambling sites and a 30-second CTV spot aimed at competitive conquest audiences who had previously visited a casino in four key states.

With real-time results available through Viant’s Conversions and Foot-Traffic Attribution reports — the latter report they couldn’t find with other DSPs — Harrah’s Cherokee expanded beyond their traditional KPIs to include conversion lift and actual foot traffic attributed to the media from the campaign. Results showed the campaign achieved a 109% year-over-year increase in conversions for room bookings and 143% overall foot traffic lift, along with a significant decrease in cost-per-visit and cost-per booking.

This was also a groundbreaking win for CTV within Harrah’s Cherokee’s strategic plan. With Viant’s cookieless ID matching, 62Above saw a 313% lift in Harrah’s Cherokee foot traffic for those who were exposed to CTV spots.