To secure the most bang for its buck, Oklahoma decided to conduct its own test on channel allocation, with the goal of finding a more effective way of connecting with today’s traveler. “We’re in the middle of a major shift of how people use tools to plan their travel. We know the web is the number one source of information with 85% of people using the internet,” Dutton explains. To test the value of online viewership and activity, OTRD reallocated 20% of their summer “Come See For Yourself” campaign investment to YouTube TrueView video ads. Jennifer Kalkman, Director of Digital Marketing for Travel Oklahoma, was especially excited about this campaign because it allowed for testing new markets with high potential for visitors: “We launched TrueView video ads in test markets we had been tracking for several years due to a high propensity to travel to Oklahoma, but we could never afford to reach them because they were too expensive to buy television in and were outside of our drive market - cities like Houston, Los Angeles, Chicago, and Atlanta.” After running the test Kalkman found that not only did YouTube TrueView ads enable OTRD to reach a broader audience at a lower cost, but they also drove higher website visitation than other marketing channels. TrueView-only markets blew all the others away by driving 486% year over year growth in website visitation. The twelve markets running TrueView-only ads accounted for 44% of website traffic (284,000 visits) — funded by only 20% of the campaign budget. Get the full story at Google Think Insights