The media experts at Dana are constantly on the lookout for what’s new and next to promote our travel, tourism and hospitality clients. Daily, they’re on the phone with industry innovators and disruptors. When asked what has them most excited in the world of media right now, it’s really a blend of new tech and tech that’s new again. Let’s dive right in!
The Application of AI
With the ability to match audience targeting and creative at the impression level, we’ve been reaching all-new levels of personalization. This includes the dynamic selection of images and words served in each ad –all at a moment’s notice. Below is a snapshot of the stunning results we achieved from this AI-enabled approach to target marketing for one of our clients:
- 75% average CTR – which is 7.5x North American Display averages
- 4:1 ROAS (that’s $4 in measured revenue for every advertising dollar spent)
QR Codes (Back & Better Than Ever!)
Using QR codes across all types of executions – including posters, contest sign-ups, Over-The-Top (OTT), in-venue signage ads and promotional giveaways – we’re driving traffic to websites. While the quantity of visits resulting from these QR codes isn’t the highest, the quality is exceptional. These visitors are highly engaged in terms of session length and micro conversions across several key performance indicators. The true breakthrough with QR codes is being able to size up the success of these previously difficult-to-measure (or even unmeasurable) offline activities.
Interactive OTT Ads
It will surprise exactly no one that streaming content is beating out live TV more and more every day. And our clients’ messaging is right there with 30-second ads playing on services such as Hulu, Paramount and Peacock, giving viewers the opportunity to simply watch or pause and interact with additional content, including games or trivia.
Not only do these OTT ads deliver very high VCR (view-to-completion rates), they also result in exceptional interactivity. Based on Brightline data, the industry average for the travel and tourism category is 0.79. But our OTT ads are yielding +15% over that with 0.94 earned time coming in about a minute, matching positive performance benchmarks when compared to engaged website visits.
When it comes to strategic media planning, staying ahead of the curve, tough negotiation for buys and proven results, no one beats the Dana team. Contact Lynn Kaniper at 609.266.9187 ext. 117 or lkaniper@danacommunications.com to discuss how we can help move the needle on your marketing today.
