NEW YORK—Comcast Advertising and Adara have announced that they are working together to offer better measurement of the impact of travel and tourism ads on TV and streaming.
The new solution connects Comcast’s premium video viewing data to Adara’s first-party booking data and revenue to deliver campaign insights and prove TV and streaming drive return on ad spend (ROAS) for advertisers.
“Intelligent attribution in travel & tourism is critical for advertisers to adjust campaigns and see if media spend resulted in bookings. Yet, this industry often relies on modeled proxies, leading to inaccurate targeting and distorted data,” said Dawn Williamson, chief revenue officer, Comcast Advertising Media Solutions. “By partnering with Adara, our clients have a clear thread of data-- from when a traveler first sees a TV ad and searches online, to booking and spending money on vacation. This proves the campaign’s ROAS and helps optimize marketing plans based on geography, time of year, target audience and more.”
Adara is one of the world’s largest data platforms focused on travel & tourism with two billion profiles, three billion searches and 180 million bookings per year. Unlike other attribution solutions that use modeled or geolocation proxies, Adara delivers direct booking data and a detailed Traveler Value Score (TVS) to measure the quality and financial impact of each traveler.
“This partnership brings real, booking-based measurement to TV and streaming for the travel industry at scale,” said Jay Wardle, president and GM at Adara. “By connecting addressable video exposure to real traveler bookings, we’re giving advertisers a level of accountability and insight that simply hasn’t been possible before—and fundamentally changing how travel brands measure ROAS across screens.”
In announcing the solutions, the two companies cited a case study involving a local tourism bureau serving the Space Coast area of Florida. It wanted to move from standard campaign measurement to performance-based reporting with Comcast Advertising and Adara’s solution. With a focus on flourishing families with an interest in domestic travel, the bureau used multi-screen campaigns. The multi-year partnership was highly successful, generating 505,571 hotel searches, 62,000 hotel bookings and nearly $23 million in hotel revenue and represented a nearly 13x ROAS.
“Measurement of our marketing activities is critically important to our office. Adara and Comcast provide us a level of accountability that we appreciate,” says Peter Cranis, executive director of the Space Coast Office of Tourism.
This solution is currently available to travel and tourism Comcast Advertising clients. For more information visit https://comcastadvertising.com/contact-us/.
