Video Ads Have Big Effect on Hotel Bookings
Rocket Fuel, a Programmatic Marketing Platform provider, published new findings revealing that travelers who watched tourism video ads to completion were 23 times more likely to book a hotel in a destination city advertised. While consumers who saw only display ads were still three times more likely to book a hotel in the destination city, those who saw video ads were nearly 20 times more likely to book a trip. The findings are based on an analysis of Rocket Fuel data from a recent tourism ad campaign with a regional convention and visitor’s bureau.
Key highlights of the study include:
• Travelers exposed to tourism display or video ads were more than 6x more likely to book a hotel in the destination city. Compared to consumers who weren't exposed to the campaign, those consumers exposed to either a video or display tourism ads (of either type) booked travel to the destination city at a rate 6.2x higher than those who had not seen ads.
• Travelers who watched the tourism video ads to completion were 23x more likely to book a hotel in the destination city. The likelihood to book increased with the video complete rate as well, and was highest for consumers who both were exposed to display ads and watched to completion one or more video ads.
• Travelers exposed to tourism ads spent an average of $221 on rooms when booking trips that included one or more weekend days. Comparatively, travelers who saw ads and booked a trip to the target city on weekdays spent an average of $221 on their rooms, though this amount varies based on whether they were likely to be traveling for business or vacation. The average stay for bookings was just under 2 nights.
The research was based on Rocket Fuel campaign data from a regional tourism campaign conducted from late 2014 through early 2015 to determine whether consumers exposed to display and video ads booked hotel rooms in the designated city advertised after exposure.
Key highlights of the study include:
• Travelers exposed to tourism display or video ads were more than 6x more likely to book a hotel in the destination city. Compared to consumers who weren't exposed to the campaign, those consumers exposed to either a video or display tourism ads (of either type) booked travel to the destination city at a rate 6.2x higher than those who had not seen ads.
• Travelers who watched the tourism video ads to completion were 23x more likely to book a hotel in the destination city. The likelihood to book increased with the video complete rate as well, and was highest for consumers who both were exposed to display ads and watched to completion one or more video ads.
• Travelers exposed to tourism ads spent an average of $221 on rooms when booking trips that included one or more weekend days. Comparatively, travelers who saw ads and booked a trip to the target city on weekdays spent an average of $221 on their rooms, though this amount varies based on whether they were likely to be traveling for business or vacation. The average stay for bookings was just under 2 nights.
The research was based on Rocket Fuel campaign data from a regional tourism campaign conducted from late 2014 through early 2015 to determine whether consumers exposed to display and video ads booked hotel rooms in the designated city advertised after exposure.