Challenge:Maximize broadcast efficiency and message effectiveness for Mohegan Sun.
Obstacles:An essential part of Mohegan Sun’s media mix, television is powerful but not precise. Waste is inevitable, especially given Mohegan Sun’s diverse customer mix whose motivations for visiting differ significantly.
Approach:Turn to tech. Early adoption of Addressable Advertising allows us to hyper-target TV, delivering different spots to different customer groups during the same commercial break on the same network.
Results:Less waste. More relevance. And with weekly analysis of segment viewership, we refine targeting as needed, with changes in networks and programs.