“Visit Austin 2017 Leisure” mobile advertising campaign delivered 10.68% engagement – 21 percent above industry average – and a 1.52% visitation rate, accounting for 191,957 unique visitors to the destination.
AdTheorent, a machine learning-powered predictive advertising company, used its capabilities to target only users within the designated market areas (DMAs) deemed most likely to engage with the ad and visit Austin as a result. The goal of the campaign was to drive visits from key fly and drive markets: Chicago, Houston, New Orleans, Oklahoma City, and Denver. The majority of consumers who visited Austin after viewing the ad did so in the first two months after exposure, while average length of time between first exposure and visitation was 49 days.
To learn more about the campaign strategy and to see a sample of the interactive neighborhood-centric smartphone video in use last summer, click here.