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Travel Texas Boosts Brand Awareness with Cookieless and BVOD Strategy

“Our collaboration with GrowthAds enabled us to launch a customized large-format video campaign across BVOD in ANZ. By working with GrowthAds’ design studio to create tailored creatives, combined with their live in-platform brand lift technology, we achieved a 32% increase in brand familiarity.”

Jeff Ott, Digital Director, The Media Store

32%

Overall lift in familiarity

2.6x

Familiarity lift with Quantcast-designed wrap

The Office of the Governor, Economic Development, and Tourism (Travel Texas) works to showcase Texas as a top travel destination.

Industry
Travel

Brand
Travel Texas

Product
Advertise, BLL, Cookieless Solution, GrowthAds Advertising Platform

Challenge

With international travel surging in early 2023, the US ranked among the top 10 destinations for Australian travelers once COVID-19 restrictions were lifted. Recognizing the opportunity, Travel Texas aimed to increase awareness of Texas as a premier travel destination for Australians and New Zealanders. To achieve this, it was crucial to understand their current brand awareness and lift in the region. Additionally, to drive consideration and website traffic, Travel Texas sought to connect with audiences beyond cookie-dependent browsers.

Solution

The Media Store identified that combining GrowthAds’ Brand Lift Live™ (BLL) with cookieless activation would be an ideal approach for their client. Using a real-time flow of data from website pixels and survey results, GrowthAds employed AI and machine learning to build predictive audience models, targeting consumers most likely to engage with the campaign. Interactive creative assets were developed to capture attention and engage the Travel Texas audience across both cookie-based and cookieless environments, including BVOD channels. To measure the campaign’s effectiveness, the BLL study surveyed viewers on their familiarity with traveling to Texas after viewing the ads.

Results

Travel Texas quickly gained a competitive edge by reaching unique audiences, with 52% of the display audience engaging in cookieless environments. The BLL study revealed a significant increase in familiarity, with a 2.6x boost achieved through a GrowthAds-designed wrap creative (compared to the initial video). After 1-2 exposures, the campaign lifted awareness among those who knew “a fair amount” or “a little” about vacationing in Texas. After 3-4 exposures, there was an 84% increase in those who “knew a lot” about the destination. This campaign not only drove higher awareness and consideration for Travel Texas, but also provided valuable insights to optimize future campaigns, particularly in light of the impending deprecation of third-party cookies.

The Partnership

Brand: Travel Texas
The Office of the Governor, Economic Development, and Tourism (Travel Texas) focuses on promoting Texas as a top travel destination.

The Media Store is one of Australia’s leading independent media agencies, offering comprehensive, innovative media solutions with a dynamic, flexible, and transparent approach.

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