How Winston-Salem Increased Ice Skating Rink Visits with CTV Ads

The Fairgrounds in the City of Winston-Salem is a local, community-focused venue in North Carolina. Every winter, they transform part of their space into an ice skating rink, and like any seasonal business, they need to pack as much excitement (and ticket sales) into those few months as possible.

The Goal: Reaching Connected TV Audiences with Full Campaign Control and Transparency

The City of Winston-Salem marketing team was accustomed to primarily spending on social ads, but knew they wanted to reach local residents in a high impact way ahead of one of their biggest events of the year.

After working with third-party CTV providers in the past, they wanted more control when building the campaign and visibility into what shows their ads were being seen within – and by whom.

The Winston-Salem team decided to take CTV advertising into their own hands with Paramount Ads Manager.

The Solution: Using Zip Code Targeting and Pixel Tracking For Ultimate Campaign Results

Leveraging Paramount Ads Manager’s location targeting features, they were able to handpick exactly which zip codes would see their ice skating ads. No more spray-and-pray advertising – just targeted, local marketing that made sense for a community venue.

Working directly with Paramount gave us invaluable insights into our campaign, like the top shows our ad appeared in and the corresponding zip codes – things we don't often get when using third-party platforms." - Robert Mulhearn, Venue and Facility Manager

Taking things one step further, the team added the Paramount Ads Manager Pixel directly to their ice skating webpage. Now, they could track website visits that resulted from viewers seeing their ads across Paramount+ and PlutoTV.

The Results: Seeing A Measurable Increase in Website and In-Person Traffic from CTV Advertising

Throughout the course of their two-month campaign, the Winston-Salem team attributed over 6,500 site visits and – most importantly – over 140 in-person visits to their Paramount ad.

As a bonus, having daily visibility into campaign metrics gave the team deeper insight into their audience. It turns out North Carolinians who love ice skating are quite nostalgic and can be found rewatching the Andy Griffith Show and Gunsmoke.

The best part about [Paramount Ads Manager] is that we knew where [our ad] was being advertised and who it was being advertised to because I did it myself. And then we had these amazing results.