Best Travel Rich Media Online Ad

For the fall 2010 travel season, Madden Media worked with six Pennsylvania businesses or destination marketing organizations to create and serve cooperative rich media banner ads. Madden Media raised all funds through co-op sales and carried out media research and buying, collection of advertiser materials, design and programming, tagging, and daily optimization. The expanding animated banners were served 1.13 million times on Accuweather, Trip Advisor, and Virtual Tourist. The per-advertiser effective CPM was only $3.32. This program included a lead-generating sweepstakes. Campaign traffic—consisting of direct banner clicks, view-through visits tracked with spotlight pixels, and landing page clicks—totaled 5,117 visits. These site visits plus leads afforded advertisers an average cost per inquiry of $1.01 each. The program beat several of DoubleClick’s 2009 benchmarks for expanding rich media banners promoting travel. Its overall interaction rate was 8.34%. Compared to the benchmark of 4.21%, this campaign delivered a 98% better metric. The most outstanding performance area was expansion time. With an average of 43.29 seconds, the expanding Flash ads outperformed the benchmark by 1,133%. This cooperative program succeeded in stretching the budgets of all advertisers, giving them significantly more online marketing impact than they could have achieved alone.

Contributors:

Co-op sales:	Lynn Talbert
Media buying:	Jolie Gibson
Production & optimization:	Samantha Copley
Creative director:	Neil Bernardo
Designer:	Josue Contreras

MADDEN MEDIA

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