This campaign used Ozone’s Premium Only Video product and delivered 80% higher VTR than benchmark, and +6.9% uplift in consideration.
Our client, a travel company based in one of the world’s most sought after holiday destinations, launched an international marketing campaign.
Our brief
Our client, a travel company based in one of the world’s most sought after holiday destinations, launched an international marketing campaign with the aim of attracting visitors from around the globe.
Audience: In-Market Travellers, Affluence, and ‘Couple Moments’
Our solution
Using our unique access to rich first party readership data from publishers within the Ozone Project, we were able to formulate a sophisticated targeting strategy addressing key in-market behaviours, in tandem with relevant contextual delivery to reach individuals at key moments of influence.
Video formats run across the Ozone Project’s suite of premium publishers are viewed 24% longer than other video inventory*. As such, we were able to effectively leverage this format to amplify the effect of our display activity and drive a sizeable uplift in brand consideration.
Delivering real results
+6.9% consideration uplift for the brand
Despite being delivered in a category significantly impacted by the Coronavirus pandemic, we saw significant, positive brand lift across the upper funnel measures of Awareness and particularly Consideration, indicating that despite travel restrictions readers were still searching for sunshine inspiration. Unsurprisingly, Action Intent experienced a smaller lift of +1.7% as consumers were faced with few opportunities to travel.
This reflected the sentiment of what consumers were reading in travel content. The frustration at not being able to jump on a flight meant the mood of air travel content was way less positive than travel content overall.
80% higher VTR than the industry benchmark
This campaign delivered a VTR of 36%, which is 80% higher than the industry benchmark of 20% for 15 second video creatives.
Further video insights are available in our client case study for the personal finance category or find out more about Ozone Premium Video Only in our video blog post here.
Sources: Lumen Research, The Ozone Project, Brand Metrics
