Cross-Device Campaign Drove 363% Sales Lift
and $67M in Incremental Sales
Resulting in a 513X ROAS
NEW
YORK, April 16, 2024 /PRNewswire/
-- AdTheorent Holding Company, Inc. (Nasdaq: ADTH), a machine
learning pioneer using privacy-forward solutions to deliver
measurable value for programmatic advertisers, and Miles
Partnership, a strategic marketing company focused exclusively on
travel and tourism, today announced campaign results from the
VISIT FLORIDA Sun Seekers
digital advertising campaign. The campaign goal was to drive
visitation to and purchases in Florida, as well as a positive return on ad
spend (RoAS). Utilizing AdTheorent's Destination Sales Lift 360,
the campaign drove a 363% sales lift and $67M in incremental in-market sales and yielded
an overall campaign RoAS of 513X.
The Approach:
AdTheorent leveraged a mix of
cross-device rich media display tactics, targeted using
AdTheorent's advanced predictive advertising platform. AdTheorent
developed custom machine learning models fueled by
non-individualized statistics to identify and reach consumers with
the highest likelihood of visiting Florida and making purchases there.
During the campaign, AdTheorent's custom predictive models
considered hundreds of data signals to engage VISIT FLORIDA'S target audience, which included
travel intenders residing in key geographies such as drive markets
within 900 miles of the Florida
border as well as competitive conquesting markets. AdTheorent's
custom predictive models considered data elements such as ad
position, publisher, geo-intelligence, non-individualized user
device attributes, location DMA, time of day, connection signal and
many others. Additionally, the ML models analyzed real-time
contextual signals to target consumers showing travel interest, as
well as consumers specifically interested in travelling to
alternative destinations. AdTheorent used transaction-based data to
optimize campaign performance during the campaign, and,
post-campaign, AdTheorent measured the impact of the campaign on
sales within the destination, including attributed sales by
merchant category (lodging, dining, etc.).
"VISIT FLORIDA is committed to
not only driving visitation to Florida, but also showing the value of our
marketing efforts and the impact they have on Florida's tourism economy. Our digital
advertising has to work harder for us by providing inspiration to
visit and converting to sales," said VISIT FLORIDA President and CEO Dana Young. "Our partnership with AdTheorent was
successful at driving incremental visitation and commercial
activity in Florida, measuring
sales lift and resulting in an incredible return on ad spend for
VISIT FLORIDA."
The Results:
The campaign was successful in
identifying qualified consumers and driving purchases in
Florida, resulting in:
- $67M in incremental sales
- 363% sales lift compared to the control group
- 513X total campaign RoAS
Attributed incremental sales by top VISIT FLORIDA partner verticals included:
- Restaurants and bars: 27%
- Hotels: 17%
- Food stores: 12%
- Clothing stores: 8%
- Interior furnishing stores: 5%
"Driving advanced business outcomes like incremental in-market
sales is AdTheorent's specialty; our machine learning-based media
buying platform operates on a massive scale, evaluating millions of
impressions per second based on 1000+ data attributes, identifying
correlations among past conversions to optimize current ad
targeting," said James Lawson, CEO
at AdTheorent. "We are thrilled to collaborate with Miles
Partnership and proud that we drove meaningful incremental revenue
for VISIT FLORIDA and its partners, delivering a 512.7X return
on ad spend."
About AdTheorent
AdTheorent (Nasdaq: ADTH) uses
advanced machine learning technology and privacy-forward solutions
to deliver impactful advertising campaigns for marketers.
AdTheorent's machine learning-powered media buying platform powers
its predictive targeting, predictive audiences, geo-intelligence,
audience extension solutions and in-house creative capability,
Studio AT. Leveraging only non-sensitive data and focused on the
predictive value of machine learning models, AdTheorent's product
suite and flexible transaction models allow advertisers to identify
the most qualified potential consumers coupled with the optimal
creative experience to deliver superior results, measured by each
advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology,
product, growth and workplace awards. AdTheorent was named "Best
Buy-Side Programmatic Platform" in the 2023 Digiday Technology
Awards and was honored with an AI Breakthrough Award and "Most
Innovative Product" (B.I.G. Innovation Awards) for five consecutive
years. Additionally, AdTheorent is the only seven-time recipient of
Frost & Sullivan's "Digital Advertising Leadership Award."
AdTheorent is headquartered in New
York, with fourteen locations across the United States and Canada. For more information, visit
adtheorent.com.
About Miles Partnership
Miles Partnership is a strategic marketing consultancy focused
exclusively on travel and tourism. The company works with more than
150 destinations, hospitality businesses and other travel industry
clients worldwide to develop marketing and management strategies
that amplify local experiences, boost visitation, improve community
relations and increase overall economic impact. Learn more
at www.MilesPartnership.com.
About VISIT FLORIDA
VISIT FLORIDA, the state's official tourism
marketing corporation, serves as Florida's official source for travel planning
to visitors across the globe. VISIT FLORIDA is not a government agency, but rather
a not-for-profit corporation created as a public/private
partnership by the Florida Legislature in 1996.
Florida's tourism industry was
responsible for welcoming 122 million visitors in 2021,
representing a 54 percent increase from 2020. In 2019, Florida visitors contributed $96.5 billion to Florida's economy and supported over 1.6
million Florida jobs. According to
the Office of Economic and Demographic Research, for every
$1 the state invests in VISIT
FLORIDA, $3.27 in state tax revenue is generated.
Each year, the Florida Legislature appropriates public funding
to be allocated for tourism marketing. VISIT FLORIDA is required to match those public
funds dollar-for-dollar, which is done by actively recruiting the
state's tourism industry to invest as Partners through cooperative
advertising campaigns, promotional programs and many other
marketing ventures. Through this public/private partnership, VISIT
FLORIDA serves more than 13,000
tourism industry businesses, including major strategic alliance
partnerships with Busch Gardens Tampa, Disney Destinations,
Experience Kissimmee, Hilton, LEGOLAND Florida Resort, Publix
Supermarkets, SeaWorld Parks & Resorts Orlando, and Universal
Orlando Resort.
VISIT FLORIDA facilitates
tourism industry participation in domestic and international travel
trade and consumer shows, as well as media missions to the top
global visitor markets. VISIT FLORIDA also works closely with travel agents,
tour operators, meeting and event planners, and is responsible for
operating Florida's four Official
Welcome Centers.
VISIT FLORIDA has
78 positions in Florida and
an international team of contracted staff covering Canada, Germany, Latin
America and the United
Kingdom. VISIT FLORIDA's
corporate office is located at 101 North Monroe Street, Suite 900,
Tallahassee, Florida 32301. The
office can be reached at (850) 488-5607.
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SOURCE AdTheorent