NCOT was among the first tourism entities in the country to use Google’s new in-stream video technology, which places video ads into online video programs, including television segments, in a commercial break format as on regular television. Viewers exposed to the ad in markets where it appeared were 33 percent more likely to consider Nevada as a vacation destination than were those who saw other NCOT online ads that did not use Google’s technology, NCOT’s research showed.
“We seek innovative, cost-conscious ways to maximize the return on investment of each tourism dollar, and Google’s video advertising program achieved this for us,” Krolicki said. “The ads captured the attention of the consumers we sought and stimulated their interest in visiting Nevada. They got our message.”
Tracking technology showed that 45 percent of the viewers watched the entire 30-second commercial that appeared on in-stream video. The lively ad showed skiers on snowy Sierra Nevada mountain slopes overlooking blue Lake Tahoe.
Google used a process called geo-targeting to show the NCOT ad in designated marketing areas that offer convenient travel to Nevada and are home to skiers and snowboarders ages 25 to 54 with high-level household income: Los Angeles, Las Vegas, San Francisco Bay Area, Dallas, Seattle, Chicago and Phoenix.
NCOT’s research company tracks the effectiveness of its advertising campaigns and measures the return on investment, which last winter, when the ads ran, was $22 for each $1 invested. NCOT is funded by hotel room tax revenue paid by visitors.
Google’s NCOT case study is available online at www.google.com/adwords/tvads/success.html.
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