The challenge: Advertising lacked accountability and attribution
Florida’s Space Coast Office of Tourism was tracking traditional campaign metrics such as impressions, reach, and video completions, but wanted a clearer understanding of how its advertising dollars translated into real business outcomes. The tourism office sought to move beyond delivery metrics and clearly connect its TV and streaming efforts to actual returns.
To maximize tourism growth and attract qualified travelers, the bureau needed a solution that could directly tie advertising exposure to travel bookings and revenue. To achieve that, it teamed up with Comcast Advertising and its partner Sojern (formerly Adara), the world’s largest source of traveler intent data.
The solution: Connecting results with deterministic data
Together, the Space Coast Office of Tourism, Comcast Advertising, and Sojern implemented one of the travel industry’s first deterministic TV and streaming attribution solutions at scale.
Over the course of the multi-year campaign, Comcast Advertising delivered targeted multiscreen advertising to “flourishing families” and adults 25-54 interested in domestic travel across key Florida markets including Miami, West Palm Beach, Atlanta, and Jacksonville, with markets optimized over time to maximize performance.
Together, Comcast Advertising and Sojern connected premium video exposure data with Sojern’s first-party travel booking data to directly link ad exposure with traveler actions. Using deterministic data, the partnership provided clear visibility into campaign performance and traveler value. This enabled the client to see how audiences moved from seeing an ad to searching for accommodations, booking hotel stays, and generating visitor revenue.
The outcome: Impressive revenue and ROAS
The multi-year campaign delivered significant, measurable business outcomes. Households exposed to the campaign were directly linked to:
- 500,000+ hotel searches
- 62,000 hotel bookings
- Nearly $23 million in hotel revenue
- Nearly 13X ROAS
The results gave the tourism bureau clear visibility into how TV and streaming contributed to visitation and economic impact, transforming campaign measurement from estimated performance to measurable outcomes.
The takeaway: Better measurement leads to better decisions
For the Space Coast Office of Tourism, the partnership with Comcast Advertising and Sojern demonstrated that TV and streaming can be measured with the same accountability marketers expect from traditional performance channels.
By connecting ad exposure directly to hotel searches, bookings, and revenue, the organization gained the visibility it needed to understand what was working, prove the real economic impact of its advertising investments, and optimize future campaigns.
Measurement of our marketing activities is critically important to our office. Sojern and Comcast provide us a level of accountability that we appreciate.
Executive Director of the Space Coast Office of Tourism