About NNeevvada Commission on Tada Commission on Toourismurism• Tourism department for the state of Nevada• Promotes and markets Nevada as a tourism and

travel destination

Goals• Increase consumer awareness of Nevada

tourism options• Reach target audience of winter enthusiasts in

specific geographies• Use a new, engaging advertising vehicle of

online video

Approach• Launched Google In-stream Video Ads in

November 2009• Targeted audience of winter enthusiasts in 7 key

DMAs• Ran in-stream video ads on YouTube and video

partners on Google Display Network

Results• Generated 8M+ impressions across online video

properties at efficient CPMs• Drove high clickthrough rate of 1%+• Produced 33 percent increase in consideration

of Nevada as a vacation destination among itstarget audience in its 7 selected markets

Case Study | Google In-stream Video Ads

TThe Nhe Neevvada Commission on Tada Commission on Toourism used Googleurism used GoogleIn-sIn-strtream Video Aeam Video Ads tds to impro improovve bre branding in taranding in targegettmarkmarkeetts and geners and generaatte 8M+ impre 8M+ impressionsessions..

The Nevada Commission on Tourism (NCOT) is the state agency responsible forpromoting and marketing Nevada as a tourism and travel destination. To reach itsdesired audience, NCOT used Google In-stream Video Ads targeted to several majormetropolitan areas. The in-stream video ads campaign focusing on Nevada wintersports resulted in over 8 million views from its target demographic. Furthermore,the in-stream ads resulted in a 33 percent increase in consideration of Nevada as avacation destination among its target audience in its 7 selected markets.

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"As a state tourism commission, NCOT’s main objective is to generate revenue forthe state of Nevada. The tourism operation is funded entirely by the hotel and motelroom tax paid by visitors to Nevada," says Dann Lewis, the commission’s director.

The commission has utilized a variety of advertising vehicles including traditionaltelevision, outdoor advertising, and digital channels such as search, targeted onlinedisplay placements, and even mobile advertising. In late 2009, the team decided totry online video advertising through Google. "We're keen on trying out newadvertising media and were excited by the opportunity presented by online videothrough Google," remarks JoLyn Laney, the commission's deputy director ofmarketing and advertising.

"We pride ourselves on measuring the impact of our marketing programs bytracking website visitation, website conversions, and brand awareness while alsomeasuring our return on investment. The new methodology for measurement ofdigital ads through TNS’ Custom Research and its Digital Marketing EffectivenessStudy has allowed NCOT to gain deeper insight into actual exposure of the GoogleIn-stream Video Ads among our target audience," adds NCOT's senior manager ofanalysis and research, David Peterson.

In the winter of 2009, the commission ran a Google in-stream campaign promotingwinter sports in Nevada. "We were particularly interested in creating brandawareness around skiing and ski resorts in Nevada, especially among men," saysJoLyn. "Geographic targeting was important to us; we wanted to focus on seven keyDMAs through the campaign: Los Angeles, Las Vegas, the San Francisco Bay Area,Dallas, Seattle, Chicago, and Phoenix."

Seeing rSeeing resesultultss

The team launched the winter in-stream campaign in early November with a veryspecific target in mind. They wanted to reach winter enthusiasts, mainly men 25 to54 with a high household income level. As a result, the online video ads ran onmale-oriented categories such as action and sports on YouTube and on partnervideo sites that would appeal to men.

About Google Display NetworkThe Google Display Network offers text, image,rich media, and video advertising on Googleproperties, YouTube, and millions of web, domain,video, gaming, and mobile partner sites. Frommass media to niche sites, advertisers can find themost engaged audiences, place ads on the mostrelevant pages, and achieve performance at scalethrough our innovative targeting technology.Using our tools, advertisers can build ads,measure results, optimize campaigns, and expandtheir advertising reach to specific audiences allover the web.

For more information, visitwww.google.com/displaynetwork

In-stream video ads appear at the beginning, middle, or end of video content onYouTube and the Google Display Network

NCOT’s in-stream campaign proved successful in several ways. "As advertisingevolves, so too must the research methodology used to evaluate the ads. Wetracked both the behavioral and brand results from the campaign and weredelighted with what we found," says David. "The campaign generated over 8 millionimpressions at an affordable rate, while also achieving a clickthrough rate of morethan 1 percent. Furthermore, 45 percent of viewers watched the entire 30-secondcommercial, proving that they were engaged with the in-stream unit."

Branding metrics experienced a drastic improvement too. "According to our TNSstudy, Google In-stream Video Ads drove key metrics of consideration and intent.Consideration and intent were 33 percent and 17 percent higher respectivelyamong viewers who watched the Google's online video ads than among those whohad been exposed to NCOT display ads on non-Google sites," adds David.

“Google In-stream Video Ads allowed us to geographically target our exactaudience and delivered 8M viewers at an affordable CPM. We were also ableto increase brand awareness and consideration among our viewers.”— JoLyn Laney, deputy director of marketing and advertising for theNevada Commission on Tourism

In-sIn-strtream feam for all seasonsor all seasons

The Nevada Commission on Tourism's success with in-stream ads has encouragedthe commission to expand its investment in the future. "The success of our winterin-stream campaign with Google enabled us to launch a spring/summer campaignwith them. We have been very satisfied with the results and plan on making Googlein-stream ads an integral part of our marketing efforts moving forward," says JoLyn.

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