1. NetSeer Digital Display Technology
Brand Impact Case Study
For
New Orleans Tourism Marketing Corporation
2011 and 2012
Exclusively represented to DMOs by eBrains, Inc.

2. The NetSeer Selection
New Orleans Tourism Marketing Corporation (NOTMC) engaged with NetSeer in 2011 as its primary online display media partner.
They were—
Intrigued by its unique targeting and distribution
Excited by its accountability, and
Comforted by its best-available Brand Safety capabilities
Millions of impressions, dozens of tests and countless optimizations later, what happened?

3. Measuring Impact
Vizu, a Nielsen company, was engaged to measure the impact of NetSeer’s display placements for NOTMC. While communication goals included awareness, the impact measure closest to actual travel causation is ‘Intent.’
Specifically, the research
Measured consumer intent to visit
New Orleans in the coming 12-18
months.

4. Intent to visit – 62% increase!
Among the millions of consumers reached through display advertising in 2011, on average those who were either ‘likely’ or ‘very likely’ to visit New Orleans increased 62%!
The ‘very likely’ score on its own actually increased by 72%.
Control
Exposed
51.2%
31.6%

5. PRESS

6. Measuring Impact
Vizu was again engaged to monitor the impact of NetSeer advertising for NOTMC, this time compared with alternative media networks and rich media providers.
The outcome measured was consumer intent to visit New Orleans in the coming months.

7. Intent to visit – 60% increase!
Once again, in a different year and with different creative NetSeer improved intent to visit among the millions reached by 60%+. It also fared better than a travel rewards network and an audience targeting network which entirely carried rich media ad units.
Control
Exposed
35.1%
21.9%

8. How normal is this performance?
Let’s ask Vizu
The normal lift for ‘intent’ among Vizu clients is 7.2% (the 90th percentile result is 29.5%). The normal lift for any travel measure is 9.4%. The NOTMC campaigns have been among the top performing campaigns that Vizu has measured.

9. But did they visit?
NOTMC employs website research managed by Texas A&M’s Department of Tourism Sciences. Site visitors are distinguished by source and conversion surveys are administered later to determine total and incremental visitors.
While NetSeer’s predominant value is brand impact, the NOTMC 2011 study revealed the impact of NetSeer clickers (view through visits were not surveyed).
In short, even if looking only at Net/Incremental visitors (would not have come otherwise) driven by the NetSeer campaign, the ROI is in high multiples. Did they visit? Over two thirds of ad clickers did. Over one fourth did, and would not have otherwise.
Gross Conv. %
Net Conv. %
Net Avg. Spend
Per Party
Total Net Spend
NetSeer
68.2
26.8
$1,544
$7,188,094

10. Brand Safety is Built in
The Science of Netseer
Proven Patented Technology
Algorithm mimics how human brain organizes and applies knowledge
Classifies content and deciphers intent of any web page
50 million Concepts
2 billion Relationships
Brand Safety is Built in

11. Represented Exclusively For State Tourism Organizations and DMOs
by eBrains
For more information Contact
Glenn Culver
THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS
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