Single Source Data , Cross Media Measurement
Best TV ad campaigns of June: Travel brand comparison
9th September 2022
As Covid-19 restrictions lifted around the world, people returned to travel and the demand for flights and hotels started booming.
Naturally, most travel companies returned to advertise on TV to capture this huge market demand.
However, some travel companies are still licking their wounds from the recent pandemic and now face rampaging inflation making it more critical than ever that they understand the effectiveness of their TV campaigns in order to optimise ROI.
We thought this could be a good time to compare the effectiveness of the June TV campaigns of several of the major travel brands to see how they performed. In this case we chose sessions on the brand’s app and website as the response metric to the TV campaign.
What were the results:
- Trivago had the most effective campaign with an uplift of 3.49% for every 10M impacts – almost 50% more effective than the second top performing brand, Expedia
- While Expedia placed second when looking at the uplift per 10M impacts, the total uplift from their campaign was the highest (122.06%) as they had by far the largest campaign.
- The Jet2 campaign was the least effective campaign and showed no uplift whatsoever. We have seen similar behaviour in many other sectors where brands need a minimum level of activity in order to “cut through” and generate response – otherwise they get drowned out by the competition.
|Brand||Uplift per 10M impacts||Impacts||Total uplift from campaign|
Methodology - How did we do it?
We used a natural test and control methodology based on our Single-Source data. Single-Source data is the measurement of TV and other media exposure, purchase behaviour and location data over time on the same individual. ViewersLogic gathers its passively collected Single-Source data from the first of its kind consumer panel in the UK.
Control Group: Individuals who were not exposed to TV activity from the brand in question during the campaign period or in the 2 weeks prior.
Test Group: Individuals who were exposed to TV activity from the brand in question during the campaign period but not in the two weeks prior.
A response is a session on the app and visits to the website for the brand in question, de-duplicated so that we can only have a maximum of one response per user per week. The response rate is the number of responses as a percentage of the entire group.
We compared the response rate of each group before and during the campaign and calculated the uplift of the test group that was over and above the control group. For example: for every 10M impacts the chance of the test group to visit Trivago website or app grew by 3.49% over the control group.
Campaign period: 30/5/22 - 27/6/22
Below you can see the graphs with the normalised uplift adjusted for the baseline of the non-exposed group: