Expedia did their own independent study via TVSquared and following the successful results they purchased more ATN TV campaigns.
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.
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.