Expedia did their own independent study via TVSquared and following the successful results they purchased more ATN TV campaigns.
SYDNEY ACTIVITY
- By integrating within the news programmes we saw that there was higher engagement resulting in more visitors to the site.
- This means the ATN activity alone versus ATN + brand spots (within the same programme), and brand spots alone (general programming) resulted in the most cost-efficient cost per visit (CPV = cost divided by visits to the site)
- The CPV for the brand spots was 290% more expensive and they also had -57% fewer visitors than the integrated spots.
MELBOURNE ACTIVITY
- As per the Sydney test, we saw that the ATN integration offered the highest engagement based on VPM = visitors to site divided by 000’s (TV viewership), lowest CPV, and CPM.