Programmatic Lunch

TravelNevada’s 360 video ad campaign scores high on engagement

David Murphy

Nevada tourism board TravelNevada has released the results of a recent 360-degree video ad campaign, which scored high on engagement metrics.

In launching the campaign, TravelNevada and its agency Fahlgren Mortine were looking for a way to visually wow and excite travellers about all the outdoors activities and hidden gems Nevada has to offer.

TravelNevada faced steep competition from other outdoor and adventure travel destinations and needed a way to differentiate itself and tell a uniquely Nevada story. To do so, the travel board turned to 360-degree video.

The campaign is centred on the tagline ‘Don’t Fence Me In’, which emphasizes the Nevada state of mind around adventure and exciting stories. The campaign comprises a 360-degree view of a group of friends hiking, kayaking, and enjoying drinks at popular local bars, using the 360 format to get a more immersive feel and be virtually transported into the fun that a trip to Nevada brings.

The content was packaged into 360-degree ad units that were distributed by Omnivirt across relevant properties including Expedia, Condé Nast Traveler, The New York Times, and others.

The campaign saw a 1 per cent clickthrough rate (CTR). According to Google’s Rich Media Gallery benchmarks, standard media ads in the travel vertical, typically have a CTR of around 0.15 per cent. Additionally, users spent an average of 60 seconds engaging with the content.