Impact of Tourism Video and Display Ads on Bookings

Tourism boards often have a difficult time quantifying the impact of their advertising campaigns because their conversions take place across many platforms. Rocket Fuel's marketing research team set out to change that.

To analyze the relationship between exposure to ads and travel, the team looked at a Texas- based tourism digital advertising campaign in late 2014 and early 2015. Using data from a hotel advertiser partnering with Rocket Fuel around the same time period, the team was able to show the impact of the tourism campaign—particularly how consumers were uniquely affected by its display or video ads—in generating conversions.

Key highlights of the study include:

  • Travelers exposed to tourism ads were more than 6x more likely to book a hotel in the destination city
  • Travelers who watched the tourism video ads were 23x more likely to book a hotel in the destination city
  • Travelers exposed to tourism ads spent an average of $221 on rooms when booking trips that included one or more weekend days
For the rest of the insights and analysis, download the full study here!

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