Rocket Fuel (NASDAQ:FUEL), the leading Programmatic Marketing Platform provider with Moment Scoring™ technology, today published new findings on the impact of tourism video and display ads. The findings revealed that travelers who watched tourism video ads to completion were 23 times more likely to book a hotel in a destination city advertised. While consumers who saw only display ads were still three times more likely to book a hotel in the destination city, those who saw video ads were nearly 20 times more likely to book a trip. The findings are based on an analysis of Rocket Fuel data from a recent tourism ad campaign with a regional convention and visitor’s bureau.

“Billions are spent digitally in the highly competitive travel market, yet video is underutilized, mainly due to perceived costs,” said Chris Lorenzoni, Rocket Fuel’s director of category strategy for travel. "Rocket Fuel’s latest findings from travel campaign data reinforce that an investment in programmatic video ads, in tandem with display, can drive real results."

Key highlights of the study include:

  • Travelers exposed to tourism display or video ads were more than 6x more likely to book a hotel in the destination city. Compared to consumers who weren't exposed to the campaign, those consumers exposed to either a video or display tourism ads (of either type) booked travel to the destination city at a rate 6.2x higher than those who had not seen ads.
  • Travelers who watched the tourism video ads to completion were 23x more likely to book a hotel in the destination city. The likelihood to book increased with the video complete rate as well, and was highest for consumers who both were exposed to display ads and watched to completion one or more video ads.
  • Travelers exposed to tourism ads spent an average of $221 on rooms when booking trips that included one or more weekend days. Comparatively, travelers who saw ads and booked a trip to the target city on weekdays spent an average of $221 on their rooms, though this amount varies based on whether they were likely to be traveling for business or vacation. The average stay for bookings was just under 2 nights.

The research was based on Rocket Fuel campaign data from a regional tourism campaign conducted from late 2014 through early 2015 to determine whether consumers exposed to display and video ads booked hotel rooms in the designated city advertised after exposure.

The study’s findings will be presented at DMAI’s upcoming Strategic Planning Session taking place October 6-8, 2015.

More information on how Rocket Fuel delivers high performance ad campaigns for travel clients can be found at: http://rocketfuel.com/solution/details/industry/travel.

About Rocket Fuel

Rocket Fuel (NASDAQ: FUEL) is the leading Programmatic Marketing Platform provider with Moment Scoring™ technology. The company offers brands and agencies managed services, as well as a SaaS-based Data Management Platform (DMP) and Demand Side Platform (DSP), to optimize performance, awareness, and lift across marketing objectives, channels and devices. By applying its unrivaled Artificial Intelligence at Big Data scale, Rocket Fuel’s Moment Scoring™ performs a real-time calculation of each ad opportunity based on a marketer’s goal to determine the likelihood a consumer will engage in a desired action. Moment Scoring goes beyond 1:1 marketing by learning to predict what marketing actions to take with a campaign at a precise moment in time, which results in a much more efficient use of marketing dollars. Rocket Fuel serves 96 of the Ad Age 100, three of the top five agency holding company trading desks, and partners with some of the world’s leading CRM platforms, marketing platforms and systems integrators. Headquartered in Redwood City, California, Rocket Fuel has more than 20 offices worldwide.

Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com

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