Deliverables
American Health Law Association needed a fresh way to increase momentum for its in-person Annual Meeting after event attendance had become sluggish. While existing paid digital campaigns were performing steadily, the organization wanted a stronger awareness tactic to help drive overall event registrations and revenue.
MGI introduced a Connected TV (CTV) campaign using professionally produced B-roll and attendee interview footage from the previous year’s event.
Two video ads were developed:
The campaign retargeted users who had visited the AHLA website, keeping the event visible to warm audiences through premium streaming placements, including prime-time programming.
In just two months, the Connected TV campaign delivered:
Unlike Meta video ads, where an average “view” may only last 3 to 8 seconds, Connected TV viewers completed the ads at exceptionally high rates.
Direct attributed conversions from the CTV campaign totaled 26 verified registrations. However, the larger impact was seen across AHLA’s full paid digital marketing strategy. During the same two-month campaign period, all paid digital campaigns combined generated:
This represented:
Importantly, Connected TV advertising was the only major addition to the campaign strategy compared to the previous year, demonstrating its effectiveness as a high-impact awareness and reinforcement channel that strengthened overall campaign performance and event revenue.
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