Why The Atlanta Conference & Guests Bureau Prioritizes ‘Viewers Earlier than Content material’

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The Atlanta Conference & Guests Bureau had a wide-ranging purpose for its new marketing campaign: to indicate town as a welcoming, inclusive, various and inventive city heart. The bureau tapped Orange142, a digital media firm owned by Direct Digital Holdings, to get the job accomplished.

Orange142, which has labored with the bureau earlier than, targeted on reaching individuals with an curiosity within the Black group in its latest marketing campaign for ATL Unguided, Atlanta’s Black journey information from the Atlanta Conference & Guests Bureau (ACVB).

“This marketing campaign wasn’t only for Black vacationers,” stated Sheretha Bell, SVP of promoting and model technique on the ACVB and Uncover Atlanta. “It was for many who respect Black tradition, historical past and the contributions of Black individuals to town and our nation as a complete,” which isn’t restricted to any particular group.

The ATL Unguided web site has content material that might attraction to a broader viewers. As an example, it incorporates info on Black-owned craft breweries, the Black LGBTQIA+ group and Black cultural occasions equivalent to Black Historical past Month, the Atlanta Caribbean Pageant, Juneteenth and marching band occasions hosted by traditionally Black schools and universities, like Battle of the Bands.

A cultural focus

Audiences are hungry for content material that feels actual and consultant, and the bureau’s marketing campaign reaffirms its dedication to “viewers earlier than content material,” Bell stated.

This ethos is on the coronary heart of ACVB’s marketing campaign, which was produced in collaboration with a number of businesses, Black journey writers, YouTubers and different creators, historians and locals to resonate with its target market.

A “data-driven, culturally targeted technique” ruled the marketing campaign, stated Brenton Maddox, Orange142’s VP of shopper success.

To execute that technique, Orange142 focused affinities, equivalent to “Black historical past and civil rights” and “Black-owned companies,” to “construct an inclusive viewers round manufacturers and identities,” Maddox stated.

To achieve these audiences, Orange142 discovered appropriate advert stock by way of its sister firm, Colossus SSP, which bundles provide from minority-owned publishers so advertisers can extra simply discover multicultural content material to promote in opposition to programmatically.


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These advert placements appeared on culturally related web sites and content material, equivalent to items on CBS about Charleston’s Worldwide African American Museum, the Obamas and civil rights activist Bayard Rustin. The marketing campaign additionally focused Black publishers, together with Ebony, Essence and Jet, in addition to content material inside underserved writer networks.

Orange142’s methodology

Orange142 supported the marketing campaign with paid search adverts and contextual key phrases, YouTube promoting to advertise three movies that have been a part of the marketing campaign and by way of programmatically focused native or advertorial advert models.

With the editorial-style advert models, Orange142 focused shoppers who, primarily based on their search historical past, appeared thinking about a leisurely trip, city exploration, foodie journey and issues to do in Atlanta.

The advert unit blended into the location for a much less intrusive sponsored advert expertise that carefully resembled the feel and appear of the encompassing web site content material in its font, coloration scheme and elegance.

To create viewers segments, Orange142 used first- and third-party knowledge from its personal DSP and third-party knowledge suppliers, together with DoubleVerify, Epsilon and Comscore.

All through the marketing campaign, the crew regularly adjusted the viewers segments, advert placements and search key phrases primarily based on what was performing properly, Maddox stated. If, say, YouTube video view charges began to say no, Orange142 would transfer media to its editorial-style adverts to enhance attain.

Marketing campaign outcomes

The marketing campaign exceeded the metrics ACVB set for it, together with producing extra web page periods, web site site visitors and engagement, Bell stated. The engagement fee was 12.5% greater than that of a conventional marketing campaign focusing on a extra normal household traveler viewers. And the typical time spent on-site rose from 2 seconds to 25 seconds.

The general clickthrough fee for the editorial-style advert models was 1.25%, and there have been greater than 30,000 accomplished views of the movies on YouTube with 47,000 impressions served, in keeping with Maddox.

This marketing campaign was solely the newest collaboration between ACVB and Orange142.

Earlier than it was acquired by Direct Digital Holdings three years in the past, Orange142 (then known as USDM Digital) labored on ACVB’s advert artistic in 2004, constructed its web site in 2009 and began doing paid search work for the tourism advertising company in 2011.

Due to their long-standing relationship, Orange142 has a deep understanding of ACVB’s model, Bell stated.

“They know easy methods to dig into the tales that we’re telling,” she stated, “[and] easy methods to ensure that they’re advised authentically throughout all of the channels and the audiences that we’re attempting to succeed in.”

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