Real-World Solutions
The Martin County Office of Tourism worked with
GroundTruth to drive visits and boost local tourism,
highlighting Martin County as an unspoiled, natural
paradise with a plethora of activities such as fishing,
outdoor adventures, ecotourism, and more.
Employing a comprehensive omnichannel strategy,
this campaign effectively engaged prospective
travelers across mobile, desktop, and connected TV
(CTV) devices.
Let’s take a deeper look at how the Martin County
Office of Tourism used GroundTruth’s media
platform and innovative strategies to pinpoint
pertinent audiences across the South and Northeast
regions, ultimately resulting in a notable surge of
visitation, clicks, and heightened interest in Martin
County’s tourism offerings.
Tactical Strategies
The Martin County Office of Tourism used GroundTruth’s first-party behavioral audiences, location audiences, and location targeting strategies across mobile, desktop, and CTV to reach prospective travelers and pique interest in Martin County.
Behavioral Audience Targeting
Combined visitation behaviors with demographic
information to build sophisticated audience profiles and targeted people based on
their lifestyles and interests. Targeted select groups from GroundTruth’s expansive
list of first party audiences, like Outdoor Enthusiasts, Beach Lovers, Budget Hotel
Visitors, Car Owners, and more.
Location Audience Targeting
Accurately reached potential travelers who displayed
visitation patterns to location categories such as Beaches, Campgrounds, and Fishing
and Hunting Lodges.
Location Targeting
Connected with travelers and residents across the south and
northeast regions of the U.S.
Weather Triggering
Provided contextually relevant, tailored, and timely messaging to
potential travelers based on the local weather.
Tactical Strategies -
Omnichannel Spotlight
This omnichannel campaign included ads running on mobile, desktop and CTV which allowed Martin County Office of Tourism to retarget consumers across multiple touchpoints along the consumer journey.
Video Completion Rate (VCR) was extremely
high, with a 94% VCR on CTV, highlighting the
effectiveness of CTV ads in contributing to
brand-building efforts, especially in the travel
& tourism vertical.
Hours of screen time for CTV ads was at an
impressive 1,648 showing significant user reach.
Real Business Results
GroundTruth drove a total of 1,005 actualized visits to Martin County, with a noteworthy click-through rate of 0.42%. Moreover, the campaign proved to be extremely cost conscious for the travel & tourism vertical, with an effective $27.94 cost per actual visit to the destination. GroundTruth’s strategies had a wide-reaching impact as well, with over 4.4 million impressions.
Targeting related location categories such as Golf Courses, Resorts, and Live Theatres proved particularly successful. Meanwhile, Parents and Outdoor Enthusiasts were more
engaged and outperformed other audience groups in
both click-through rate and visitation rate, demonstrating
the effectiveness of leveraging audiences with a higher
likelihood of enjoying Martin County’s natural attractions
and outdoor offerings.
By the Numbers
0
K+
Visits Driven Over a 4 Month Long Campaign
0
%
Click-Through Rate
$
0
Cost Per Visit
Working with Cynthia and Glenn at
GroundTruth has been an exceptional
experience. GroundTruth's commitment
to precision and innovative behavioral
and location-based targeting tactics is
unparalleled. Our campaign saw great
results and I'm very pleased to continue
partnering with them!
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