AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, and Proof Advertising, an Austin-based full service ad agency recognized by Advertising Age as National Silver Small Agency of the Year last year, today announced mid-campaign results from the “Be a Part of the Scene in San Antonio” mobile advertising effort for the benefit of the San Antonio Convention & Visitors Bureau (SACVB). AdTheorent and Proof Advertising collaborated on the high impact rich media unit, which allows consumers to experience San Antonio from their mobile device through an interactive “selfie” ad feature. The campaign is running all summer to drive awareness about San Antonio and encourage travelers to visit.
Driving Excitement for San Antonio Through Branded “Selfies”
The “Be a Part of the Scene” mobile campaign was conceived to be a highly engaging and immersive ad experience for the user. The user experience flows from an initial rich media banner that opens into a full page rich media unit showcasing a video of San Antonio attractions along with two calls to action: “Snap your San Antonio Selfie” and “VisitSanAntonio.com.” Each time a user taps the “selfie” button, he or she is able to take a photo or use a pre-existing selfie from the phone’s library to be inserted into one of four unique scenes, three of which are San Antonio attractions and the fourth is a humorous dinosaur head image. Users are also able share their customized San Antonio-themed selfies on social media via pre-populated Facebook and Twitter messages, posting the image as is or choosing to edit the copy before sharing. In addition, users have the option to save the images to their device library for sharing at a later time.
“Last summer we did an event series road show and took San Antonio to different cities. We had backdrops of things you can only find in San Antonio and let people take fun selfies using #SeeYourSelfieInSA. One part of this year’s summer thrills push, ‘Be a Part of the Scene,’ takes what we started last summer to the next level,” said Executive Director at San Antonio Convention & Visitors Bureau Casandra Matej. “We’ve seen a 44% increase in mobile traffic for this summer period to date compared to last year, underscoring how spot on we were with choosing the right partners to leverage mobile rich media connecting with the right set of summer family travelers. Proof has strategically and thoughtfully woven San Antonio into a consumer’s personal photo library and mobile device.”
Rich Media Drives Secondary Engagement and Intent to Travel Actions
The primary goal for the campaign is to drive secondary actions and engagement within the ad unit, including travel intent actions, as well as social sharing. Accordingly, AdTheorent uses its predictive targeting capabilities to target only users predisposed to take those actions. At the campaign’s mid point, CTR is strong (60% higher than industry average) and secondary engagement even stronger at 67% — approximately six-times the industry average of 11.5%. Additionally, the ad unit is delivering against engaging people from Houston to New York City with consumers spending an average of 102 seconds engaging with rich media unit, which is significantly higher than the industry average of 13.2 seconds. Of the users who took a secondary action within the unit, 7% completed the final step of sharing socially or saving the selfie images that the user created within the rich media unit.
“We’ve been encouraging our brand and agency clients to move away from click as a primary KPI and capitalize on mobile’s unique ability to provide an immersive experience, and we commend Proof Advertising and San Antonio Convention & Visitors Bureau for their forward thinking in mobile,” said AdTheorent CEO Anthony Iacovone. “The fact that we are seeing such strong secondary engagement points not only to the strength of the creative, but also illustrates that the campaign targeting is spot on, which underscores the effectiveness of predictive targeting.”
In addition to the selfie engagement actions, users are taking actions that signal travel planning and research – yielding a 3.86% “intent to travel” conversion rate — which is significantly higher than the industry average of .3%. The signals of intent to travel include key actions on the VisitSanAntonio.com site, including “browse and book” page visits, leisure guide requests, mobile app conversions and “go” button clicks which are made after inputting travel dates.
“52% of women and 50% of men take selfies and 48% actually share it on Facebook. Young kids taking selfies on their parent’s phone is a norm. Knowing that the human face is our best communication tool, we put it front and center in our mobile rich media ad,” said Proof’s Director of Digital Strategy Ly Tran. “When we found the right families to talk to with AdTheorent’s predictive targeting, we let them have fun with the brand in an imaginative, inspirational way. We helped travelers envision their ‘selfies’ doing different things that are uniquely San Antonio, like posing in front of the Alamo with a Davy Crockett hat. While we’re very happy people are engaging and sharing, we’re even more thrilled that people are then checking out travel dates, places to stay and exploring other things to do on VisitSanAntonio.com.”