Case Study: OUTDOOR CUSTOM SPORTSWEAR LLC achieves 1.36x homepage lift and 1.31x product page engagement with dataxu

Using digital data to deliver a targeted TV experience

Columbia Sportswear, a more than 70‑year leader in outdoor apparel, sought to deliver high‑impact Connected TV (CTV) advertising to a custom audience of Outdoor Enthusiasts and Shoppers during a 2016 seasonal campaign. Because CTV historically lacked unified identifiers, the brand risked relying on contextual buys that drove wasted spend and limited control over reach and frequency.

Partnering with dataxu, Columbia used dataxu’s cross‑device graph and third‑party audience data to target households streaming OTT and Smart TV content, implement frequency caps, and measure cross‑device site engagement. The campaign produced a 1.36x lift in homepage activity, a 1.31x lift in product‑page engagement, achieved a 94% video completion rate, and delivered improved reach with reduced wasted media spend.

OUTDOOR CUSTOM SPORTSWEAR LLC