4.98x
ROAS3 Campaigns
Coordinated Through One Platform2,299 Households
Influenced to Purchase Tickets & MembershipsThe real value was giving the museum a clearer understanding of how its advertising contributed to purchases. That insight gave the team a stronger foundation for planning future campaigns and making every advertising dollar count.
The Goal
Maritime Museum wanted to increase ticket and membership revenue through advertising that supported its different marketing priorities. Its goal was to reach relevant households across Connected TV and display advertising while maintaining visibility throughout its seasonal campaign.
Rather than evaluating each campaign separately, the museum also needed a clearer view of how its advertising investment influenced purchases across multiple campaigns. This would help the marketing team better understand campaign performance and make more informed decisions about future media investments.
The Challenge
For museums and cultural attractions, generating revenue requires more than attracting visitors to exhibits. Marketing teams must balance promoting seasonal experiences, maintaining awareness, and encouraging membership purchases, all while making the most of their advertising budgets.
Maritime Museum faced this challenge as it worked to promote a featured exhibit, increase general awareness, and drive ticket and membership sales. With multiple campaigns supporting different priorities, the museum needed to understand how its advertising efforts contributed to revenue.
The challenge was not simply reaching more potential visitors. It was connecting media engagement to actual purchases while understanding how different campaigns worked together to influence household purchasing decisions.
The Solution
Maritime Museum used fullthrottle.ai® to activate three coordinated advertising campaigns across Connected TV and display, bringing audience identification, media activation, and household-level measurement into one platform.
Each campaign supported a specific objective. An exhibit-specific campaign promoted a featured exhibit, a general awareness campaign maintained visibility for the museum, and a membership campaign focused on encouraging membership purchases. Rather than managing these initiatives independently using different platforms and vendors for activation, the museum could coordinate all three campaigns through one platform while maintaining visibility into how each contributed to ticket and membership purchases.
Connected TV extended the museum’s advertising presence into streaming television environments, while display advertising provided additional opportunities to reach audiences across digital publisher inventory. By activating these channels through fullthrottle.ai®, the museum could coordinate its media efforts while connecting campaign exposure to business outcomes.
This gave the museum a way to measure how its advertising efforts contributed to revenue, including purchases associated with households reached by multiple campaigns.
The Results
The museum’s coordinated advertising approach delivered measurable results across ticket sales and membership purchases. By directly connecting campaign exposure to household transactions in one platform, fullthrottle.ai® provided visibility into how the museum’s Connected TV and display campaigns influenced and attributed to revenue.
The program generated $186,635 in revenue from $37,500 in media spend, delivering a 4.98x blended return on ad spend (ROAS). Membership purchases were the strongest revenue contributor, accounting for 71.6% of total attributed revenue. The membership campaign also achieved the highest individual return, generating a 16.01x attributed ROAS.
Beyond individual campaign performance, fullthrottle.ai’s household level measurement revealed how the museum’s advertising initiatives worked together. Of the 2,299 unique households influenced, 81.4% were reached by more than one campaign, demonstrating the extent and importance of audience overlap across the program.
Revenue also increased as the campaigns progressed, growing from $7,408 in Month 1 to $63,653 in Month 5. The final two months accounted for 62.2% of total attributed revenue, coinciding with the museum’s peak season.
The results highlighted the value of coordinating multiple campaigns through one platform while measuring their contribution to revenue. With a clearer understanding of how its advertising influenced ticket and membership purchases, the museum gained valuable insight into campaign performance to help guide future marketing investments.
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
Connected TV
Extended Maritime Museum advertising presence into streaming television environments, supporting exhibit promotion, general awareness, and membership campaigns. This provided an additional opportunity to reach households across the museum’s advertising initiatives.
Display Ads
Extended Maritime Museum’s reach through visual ads placed across website and digital publisher inventory, keeping its featured exhibit, general awareness, and membership campaigns visible to relevant households as they browse online.
SafeMatch® Attribution
Connected advertising exposure to ticket and membership transactions, allowing the museum to measure attributed revenue, evaluate campaign performance, and understand which advertising efforts delivered the strongest results.
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