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Challenges
The Los Angeles Tourism & Convention Board (LA Tourism) is dedicated to promoting Los Angeles as a premier travel destination. Their goal was to increase awareness and engagement with their audience, aiming to capture attention in a way that resonates with potential visitors.
To accomplish this, LA Tourism sought an innovative solution to stand out in a crowded digital environment, with a goal to drive higher engagement, awareness and click-through rates while effectively communicating the appeal of Los Angeles.
Methodology & Strategy
Finding LA Tourism’s Audience
Using GumGum’s contextual targeting, we identified ideal placements—such as events, attractions, and sports content—that naturally aligned with the interests of potential visitors to display LA Tourism’s message.
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Performance & Results
LA Tourism saw impressive results from GumGum's campaign, demonstrating both the effective and engaging power of high-impact creative ad units.
The Hang Time units were the heart of the campaign, driving the greatest interaction with potential travelers, boosting the campaign’s KPIs all the way around.
With GumGum’s Creative Attention Tracker, we pinpointed which parts of LA Tourism’s Hang Time creative captured the most attention and drove engagement, driving results that exceeded GumGum’s Hang Time performance benchmarks.
