AdTheorent, known for its machine learning expertise in privacy-conscious solutions for programmatic advertising, partnered with Miles Partnership, a travel and tourism-focused marketing firm, to unveil the impactful results of the VISIT FLORIDA Sun Seekers digital advertising campaign.
The primary objective was to boost footfall and spending in Florida while ensuring a strong return on ad spend (RoAS). Employing AdTheorent’s Destination Sales Lift 360 tool, the campaign achieved remarkable milestones, including a 363% surge in sales and an impressive $67 million in incremental in-market sales. The overall campaign RoAS stood at a noteworthy 513X.
The strategy harnessed by AdTheorent incorporated a strategic blend of cross-device rich media display strategies, meticulously targeted through their advanced predictive advertising platform. Custom machine learning models, driven by aggregated statistics rather than individualized data, were deployed to pinpoint and engage consumers with a high propensity to visit and transact in Florida.
Dana Young, President and CEO at VISIT FLORIDA said “VISIT FLORIDA is committed to not only driving visitation to Florida, but also showing the value of our marketing efforts and the impact they have on Florida’s tourism economy. Our digital advertising has to work harder for us by providing inspiration to visit and converting to sales. Our partnership with AdTheorent was successful at driving incremental visitation and commercial activity in Florida, measuring sales lift and resulting in an incredible return on ad spend for VISIT FLORIDA.”
Throughout the campaign, AdTheorent’s tailored predictive models meticulously considered a plethora of data signals to engage VISIT FLORIDA’s target demographic. This included travel enthusiasts residing in strategic locations such as drive markets within 900 miles of Florida’s border and competitive conquesting markets.
Factors like ad placement, publishers, geo-intelligence, non-personalized user device attributes, time of day, and real-time contextual cues were intricately analyzed by the machine learning models. Furthermore, transaction-based data was leveraged to fine-tune campaign performance in real-time, ensuring optimal outcomes.
James Lawson, CEO at AdTheorent stated “Driving advanced business outcomes like incremental in-market sales is AdTheorent’s specialty; our machine learning-based media buying platform operates on a massive scale, evaluating millions of impressions per second based on 1000+ data attributes, identifying correlations among past conversions to optimize current ad targeting. We are thrilled to collaborate with Miles Partnership and proud that we drove meaningful incremental revenue for VISIT FLORIDA and its partners, delivering a 512.7X return on ad spend.”
The outcome of the campaign was resoundingly successful, with a substantial uplift in sales and an outstanding RoAS of 513X, showcasing the prowess of machine learning-driven predictive advertising in driving tangible business results in the travel and tourism sector.
The collaboration between AdTheorent and Miles Partnership exemplifies the power of data-driven strategies in unlocking significant ROI for travel-focused campaigns. By harnessing machine learning for precise targeting and optimization, brands can achieve remarkable sales lifts and RoAS, underscoring the efficacy of advanced digital advertising techniques in the travel industry.
