Case Study: OUTDOOR CUSTOM SPORTSWEAR LLC achieves unified cross-device TV reach and up to 1.48x site engagement lift with dataxu

Using digital data to deliver high-impact TV experiences

Columbia Sportswear, a long-standing leader in outdoor apparel, aimed to deliver high-impact television experiences during a 2016 seasonal campaign to a custom audience of Outdoor Enthusiasts and Shoppers. The challenge was to execute a unified, audience-based TV strategy across both Connected TV (CTV) and Addressable TV (ATV) to maximize reach beyond traditional cable and satellite.

Using dataxu’s cross-device graph, Columbia paired Addressable and Connected TV campaigns and applied third‑party data to precisely target viewers on set‑top boxes and streaming devices, then measured lift in online engagement. The combined approach produced lower-funnel gains—CTV drove 1.36x lift in homepage and 1.31x in product-page activity, ATV produced 1.48x and 1.16x respectively—while CTV was more cost-efficient, ATV extended household reach, and the strategy unified audiences across TV devices.

OUTDOOR CUSTOM SPORTSWEAR LLC