Visit Austin was looking to drive visits to Austin from key “drive and fly” markets. To measure the success of the campaign, AdTheorent performed a custom visitation study that identified unique visits resulting from campaign exposure.
AdTheorent’s creative division, Studio A\T, collaborated with LatinWorks to build a custom rich media unit that highlighted Austin’s unique culture and exclusive experiences that captured user attention. AdTheorent used its predictive targeting capabilities to target only users within the target DMAs who were deemed most likely to engage with the ad and then visit Austin as a result.
To measure the effectiveness of the campaign given the advertiser’s goals, AdTheorent performed a custom visitation study to determine the number of unique visitors who traveled to Austin after having been served the rich media ad unit.
The combination of effective targeting and the functional and pleasing ad experience yielded a very successful campaign.
The Visit Austin 2017 campaign achieved a 1.52% visitation rate, driving 191,957 unique visitors to the destination.
The majority of consumers who visited Austin post ad exposure did so in the first two months after exposure, while average length of time between first exposure and visitation was 49 days.