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Increase Your Display Response Rates by Over 250%
by Kate Gallagher in Media on Jun 30, 2009
The Tennessee Department of Tourist Development (TDTD) is our biggest media client - and one of our most fun clients too. We are running a large display campaign for their 2008-2009 fiscal year that includes display ads on almost 50 different websites.
The goal is to increase tourism to and within the state of Tennessee. All of our campaigns are geo-targeted to the 250-mile driving radius of the state, where most of the Tennessee tourists reside.
One of the sites we’ve had excellent results from is Great American Country (GAC). The click-thru rates on our roadblocks have been in the 0.20% range or higher. That may seem low, but industry average for travel/tourism is 0.08%.
These great results are the combination of a great website with great advertising placements and great creative. All of the creative we are running is consistent with the look and feel of the TDTD website, tnvacation.com.
Because GAC is a music-focused site, we used music-themed creative that directed traffic to a music-themed landing page, where visitors are able to sign up for a free Tennessee Vacation Guide. The creative featured images of Tennessee musicians and tourists looking at the Ryman Auditorium – a capture from the on-air TV spot.
Take a look at what this creative looked like on the homepage of GACtv.com:
After reading an inspiring article on iMedia Connection, we wondered if having custom creative for each of the 50 sites within our campaign would garner a better response rate. And, if the response rate did improve, would the improvement be significant enough to merit doing custom creative for each site (taking into account the additional production time and client dollars it would take to accomplish this)?
We decided to implement a test on the GAC display placements. Here is the new custom creative:
Click-Thru Rate
- Before: 0.26%
- After: 0.71%
Conversion Rate from Impression to Guide Request
- Before: 0.003%
- After: 0.008%
With 220,000 impressions per week, that translates to 11 additional vacation guides a week (6.7 compared to 17.7) and an additional 528 guides a year! Those results are worth shouting about!
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