Case Study
Online Video is helping thousands of resorts drive domestic and international guests to their locations. Nemacolin Woodlands Resort (NWR), located in Laurel Highlands of Pennsylvania, is one of only 21 hotels and resorts in the world to host AAA five-diamond lodging and dining. The resort features 335 luxurious guestrooms, suites, townhouses, and private luxury homes. In addition to the internationally acclaimed Woodlands Spa, the resort offers 36-holes of championship golf on two courses.
NWR used Online Video to promote its golf resort with locally targeted video ads. Online Video Ads engage potential customers letting them interact with the ad, drive direct response, and build brand awareness. NWR achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
NWR was looking for efficient and effective ways to reach its target audience and promote their resort in Southwest Pennsylvania area. Through targeted distribution of its thirty second (:30) online video advertisement within select metro areas in the East Coast, NWR was able to increase awareness and drive new and repeat clients to its resort.
NWR used its existing television spot and customized it using the Jivox Platform adding strong call to actions to drive response from online audiences. NWR's video ad featured actionable overlays that promoted the resort and a click-through to their web site for prospects to learn more about the resort amenities, golf courses, driving directions, special offers, dining and lodging options available to them.
NWR's online video ad was distributed on a premium local TV station web site within their target geography where Internet users consume their local news, get updates on upcoming events, and find local businesses and more. Their video ad was displayed over 70,000 times during the May-August 2009 time frame.
NWR used online video advertising to reach and engage local consumers online, resulting in increased visits to its golf resort in Southwest Pennsylvania area. The video ad campaign performed over 4 times better than typical online display ads (static banner ads). Typical display ads only offer clicks that navigate the online viewers away from the page and disrupt the web experience.
- The online video ad achieved a click-through rate (CTR) of 0.33 percent, over 4 times better CTR than for typical display and video ads.*
- The campaign generated 231 clicks.
- The online video ad campaign delivered a $5.54/engagement ROI. Typical ROI for display ads is $14/click.
* The benchmark data is provided by DoubleClick's 2008 Year-in-Review Benchmarks Report. The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. The data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data represents activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.
