Aruba Tourism Authority
One real-life incrementality reporting success story belongs to the Aruba Tourism Authority. While they saw an opportunity to attract more U.S. visitors, they also wondered if visitors would come whether they advertised or not.
By leveraging incrementality reporting, the Aruba Tourism Authority was able to understand the true value of their marketing efforts. Some of their visitors would have visited Aruba regardless of marketing. But as it turned out, their display marketing on Expedia Group websites drove an 7X incremental return. This means that, without those ads, they would have received significantly fewer visitors.
Thanks to their Incrementality Report, the Aruba Tourism Authority was able to clearly demonstrate the value of their marketing spend to their own, in-market stakeholders.
"This relationship [with Expedia Group Media Solutions] has afforded us the opportunity to drive very positive results each year with a consistent, high ROAS creating increased demand, brand awareness and - most importantly - growth in destination revenues. Regular information and data sharing from and with Expedia allows for greater optimization to our key targeted market segments and an overall increased media effectiveness." - Edward Malone, Area Director – North America, Aruba Tourism Authority
Learn more about how can provide insight into the effectiveness of your advertising by reading the Science of Incrementality Whitepaper, produced in partnership with Phocuswire.