From Impressions to Foot Traffic: Sojern and Azira Redefine Multichannel Advertising
Gain a comprehensive view of your destination marketing campaigns.
At Sojern, we are constantly improving the solutions we offer to destination marketers around the globe to help you reach the travelers most likely to visit your destination through digital marketing. We aggregate billions of travel data signals daily to reach your most relevant travelers using hyper-targeted campaigns that drive awareness and engagement across Connected TV (CTV), paid social media, display, native, and video ads.
To prove your digital marketing efforts worked, we share an Economic Impact Report (EIR) which includes key insights such as total estimated traveler spend, confirmed travelers, room nights booked and searched, and much more. We’re thrilled to share that we've taken this reporting a step further in our newly launched partnership with Azira. Our EIR now includes foot traffic attribution using Azira’s consumer behavior data.
What is Consumer Behavior Data?
Consumer behavior data is information collected from connected devices that indicate their geographic position. This data can come from various sources, including smartphones, GPS systems, and other connected devices, offering valuable insights into movement patterns, behaviors, and preferences. Users of these connected devices opt-in to sharing their data and have given consent.
Economic Impact Reporting Featuring Foot Traffic Attribution
By integrating Azira's foot traffic attribution into our reporting, we provide a more comprehensive view of your campaign's impact.
Key metrics derived from foot traffic data included in our EIR:
- In-Destination Visits: Monitors the number of physical visits to a destination by individuals exposed to the marketing campaign.
- Estimated Economic Impact: Estimates the revenue generated due to increased visits to a destination, considering spending patterns, duration of stay, and visitor demographics.
- Return on Advertising Spend (ROAS): Measures the revenue generated for every dollar spent on advertising, considering the direct visits and associated economic impact driven by the ads.
“Our partnership with Azira unlocks the ability to add location data into this reporting. We can see the number of arrivals in a given destination and tie it back to travelers exposed to that destination’s ads. Seeing the total number of visitors gives DMOs a more complete picture of campaign ROI and economic impact. We’re especially excited that our customers can now, using this location data, see post-impression in-destination foot-traffic attribution on their CTV campaigns.”
- Kurt Weinsheimer, Chief Product Officer at Sojern
Channel Spotlight: Foot Traffic Attribution for CTV Campaigns
The shift from traditional TV to streaming on CTV opens up exciting new opportunities for destination marketers like you. With our platform’s advanced targeting capabilities and data-driven insights, you can deliver personalized messages that resonate deeply with your audience, expanding your reach and driving more visitors to your destination. Adding CTV to your multichannel strategy simplifies the process of finding, attracting, and converting your ideal visitors. Destinations partnering with us benefit from engaging a highly attentive audience, boasting a 96% video completion rate—25% higher than digital video. You can use existing video assets, which is a plus for destination marketers juggling multiple tasks.
Our platform provides ad performance insights such as reach, frequency, completion rate, spend, and more, so we can adjust and optimize for even better results. In addition to the comprehensive reporting we provides, our partnership with Azira enhances the reporting by translating CTV ad impressions into real-time visitation insights, so you can understand and quantify the impact of your campaigns in terms of actual visits to your destination. Azira's advanced methodologies help identify whether an ad viewer becomes present in specific markets, providing precise foot traffic attribution from CTV ads to physical locations. Our integration with Azira helps DMOs measure the impact of their campaigns through the traveler journey, proving the value of their marketing dollars.
In a real-life example, a smaller U.S. beach destination partnering with us on a CTV advertising campaign saw 1,822 travelers visiting the destination from February to June 2024, as attributed by Azira’s data.
“Sojern offers an industry-leading global footfall attribution solution powered by Azira. The product development they’ve invested in is truly cutting-edge and has enabled our company to innovate on the solutions we provide. It’s been a fantastic and exciting partnership.”
- Evan Saunders, VP of Tourism and Hospitality at Azira
By leveraging the precision-targeted capabilities of Sojern, you can deliver impactful campaigns that drive strong performance, and using Azira’s location data in our reporting, prove the visits that happened as a result.
Join us in transforming the future of destination marketing—one ad at a time. Learn more about Azira, or contact us today to learn how you can achieve unparalleled success with CTV advertising.
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