EVOLVE Business and Professional Magazine November 2018 | Page 18

ARRIVALIST’S A3
ALLOWS DEEPER DIVE INTO
TOURISM-AD EFFECTIVENESS
A
by Scott Brandon
strong marketing plan includes a multi-layered media strategy that
moves consumers from awareness to intent, and ultimately to conversion.
Ever in pursuit of this goal, with the growth of digital media and its
targeting capabilities, a higher percentage of media budgets are moving away
from traditional awareness placements (TV, radio, outdoor) to digital awareness
placements such as pre-roll video and native advertising due to the trackability of
the placements and the targeting data available.
While digital campaigns have more trackability than their traditional
counterparts, the main sources for determining the success of a paid digital
campaign for a tourism client have typically been website
analytics, leads and Facebook engagement. Due to the mix of
awareness and activation of most digital ads, digital agencies
have relied on shifts in website metrics to evaluate performance.
The challenge in this type of evaluation — when reviewing
metrics such as leads and session stats — is that it only reveals
part of the picture due to last-click attribution. Still, it is
definitely a better measurement than anything available to
traditional media.
Now, with the addition of A3 from Arrivalist, a company who
business is to measure offline response to online advertising,
| 18 | EVOLVE BUSINESS AND PROFESSIONAL MAGAZINE
digital ad agencies can evaluate vendor performance based on
real arrivals to the market. They can literally see the number
of “heads in beds” that have arrived in market after seeing,
for instance, one of the Daytona Beach Area Convention and
Visitors Bureau’s (CVB) digital ads — whether that is video
pre-roll, a display ad, native content or paid search. Not only can
agencies track which vendors have driven “arrival”, they can
also see where visitors are coming from and how long they stay
in market. This enables agencies to drill down on exactly what
is driving traffic. This is all made possible by tracking mobile
devices into the market and comparing that data with a control