Travelers Watching Video Ads 23 Times More Likely to Book a Hotel, According to Rocket Fuel Campaign Data
September 24 2015 - 9:00AM
Business Wire
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.
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Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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