Tourism Brand
Self Optimising Segments
ScrollX MedRec Roadblock CTR
114% UPLIFT
Against Intent Connect audience targeting figures
Total average CTR for SOS
46.4% UPLIFT
+46%
Aided brand awareness
+85%
Recommendation
2X
Purchase consideration
*Campaign Analytics - Intent Connect; GAM, March 2024. |. *Kantar, January 2024
The Challenge
In late 2023 and early 2024, a Tourism brand wanted to run a campaign focused on building awareness and establishing itself as a premier adventure travel choice for high income earners.
The Insight
With its audience data intelligence platform, Intent Connect, News Corp Australia could effectively reach hard to find target intenders at scale across relevant and premium contexts, and take them all the way through the purchase funnel with advanced targeting.
Strategy & Solutions
Using Vudoo’s innovative Interactive Video technology, branded articles and double page spreads, News Corp Australia built a comprehensive campaign to position the travel brand as a market leader, successfully pushing the brand towards its objectives.
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Leveraging Intent Connect’s Self Optimising Segments, in combination with targeting Travellers and Travel Intenders, News Corp Australia employed advanced targeting capabilities and measured the full impact of the campaign by running a Kantar uplit study.
Results
The campaign achieved significant uplift across the full brand funnel.
The Self optimising segment drove a:
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114% increase in ScrollX MedRec Roadblack click through rates on mobile compared with Intent Connect’s audience targeting segments
-
41% increase in TruSkins MedRec Roadblock click through rates compared with Intent Connect’s audience targeting segments
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20% increase in Adaptive Video Streaming MedRec Roadblock click through rates on mobile compared with Intent Connect’s audience targeting segments
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10% increase in Adaptive Video Streaming Billboard Halfpage Roadblock
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Achieving a total average CTR increase of 46.40%.
Brand Awareness
The campaign saw an uplift of +46% in aided brand awareness. The premium branded article was exceptional, lifting aided brand awareness +57%.
Brand Recommendation
News Corp Australia drove an +85% lift in brand recommendation through its activities compared with other News Corp Australia travel content.
Purchase Consideration
Purchase consideration doubled, with the interactive video component in particular lifting purchase consideration 2.3x.
ScrollX MedRec Roadblock CTR
114% UPLIFT
Against Intent Connect audience targeting figures
+46%
Aided brand awareness
+85%
Recommendation
Total average CTR for SOS
46.4% UPLIFT
2x
Purchase consideration
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