Google picks Nevada Commission on Tourism's ad campaign as successful case study
Submitted by editor on Wed, 07/07/2010 - 2:22pm
Tracking technology showed that 45 percent of the viewers watched the entire 30-second commercial that appeared on in-stream video. The lively ad showed skiers on snowy Sierra Nevada mountain slopes overlooking Lake Tahoe.
"We have advertised Nevada's tourism attractions in many ways, including traditional television, outdoor advertising, online display ads and mobile ads, and we found the exposure and maneuverability of Google's in-stream video really got results," said Commission Director Dann Lewis.
Google used a process called geo-targeting to show the Nevada Commission on Tourism ad in designated marketing areas that offer convenient travel to Nevada and are home to skiers and snowboarders aged 25 to 54 with high-level household income: Los Angeles, Las Vegas, San Francisco Bay Area, Dallas, Seattle, Chicago and Phoenix.
The Commission's research company, TNS Custom Research, and its Digital Marketing Effectiveness Study enables the tourism agency to track the effectiveness of its advertising campaigns and measure the return on investment, which last winter, when the ads ran, was $22 for each $1 invested. The commission is funded by hotel room tax revenue that visitors pay, not by the state General Fund.
Google has chosen the Nevada Commission on Tourism's online winter ski commercial as a successful case study after it attracted 8 million viewers in seven targeted markets, Lt. Gov. Brian Krolicki announced today.
The Nevada Commission on Tourism was among the first visitor sites in the country to use Google's new technology — in-stream video — which places video ads into online video programs, including television segments, in a commercial break format as on regular television, according to a press statement.
Viewers who were exposed to the ad in markets where it appeared were 33 percent more likely to consider Nevada as a vacation destination than were those who saw other Commission online ads that did not use Google's technology, research showed.
Tracking technology showed that 45 percent of the viewers watched the entire 30-second commercial that appeared on in-stream video. The lively ad showed skiers on snowy Sierra Nevada mountain slopes overlooking Lake Tahoe.
"We have advertised Nevada's tourism attractions in many ways, including traditional television, outdoor advertising, online display ads and mobile ads, and we found the exposure and maneuverability of Google's in-stream video really got results," said Commission Director Dann Lewis.
Google used a process called geo-targeting to show the Nevada Commission on Tourism ad in designated marketing areas that offer convenient travel to Nevada and are home to skiers and snowboarders aged 25 to 54 with high-level household income: Los Angeles, Las Vegas, San Francisco Bay Area, Dallas, Seattle, Chicago and Phoenix.
The Commission's research company, TNS Custom Research, and its Digital Marketing Effectiveness Study enables the tourism agency to track the effectiveness of its advertising campaigns and measure the return on investment, which last winter, when the ads ran, was $22 for each $1 invested. The commission is funded by hotel room tax revenue that visitors pay, not by the state General Fund.
