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Key Insights:
Business Challenge:
Quantify the impact SATC’s digital advertising across SBS On Demand has on domestic visitation to South Australia during the peak summer months.
Solution:
- Privacy-Compliant Data Collaboration: Azira utilized InfoSum’s Private Path clean room technology to securely match SBS’s ad data with Azira’s identity graph, ensuring privacy by using non-reversible synthetic IDs.
- Enhanced Targeting and Measurement: The integrated data enabled precise footfall attribution, allowing the team to assess campaign effectiveness and create actionable insights to improve targeting and maximize ROAS of future campaigns. For example, knowing the optimal ad frequency to drive visits.
Results at Glance:
InfoSum’s clean room is at the forefront of privacy and performance, and Private Path extends that privacy protection beyond the clean room. We’re excited to work with SATC, Merkle, SBS and Azira to deliver and measure tangible business outcomes without the need to share PII.
As we don’t sell directly to consumers, it can be challenging determining the impact our marketing efforts have on visitation to South Australia.
Following this collaboration, we were able to see that users exposed to our BVOD advertising campaign on SBS On Demand visited South Australia at a rate 42% higher than a non-exposed lookalike group.
This also allowed us to measure the advertising cost per incremental visitor, and see the exceptional return on ad spend when advertising on SBS On Demand.
‘This collaboration with Azira through the InfoSum data clean room, upheld the strict privacy and security needs of our business, while providing transparency to SATC and Merkle regarding the return-on-investment from advertising across SBS On Demand.
This is an exciting example of the market insights that can be achieved through data collaboration. We are excited to explore more data collaborations to help marketers measure the effectiveness of their investments.’
Situation:
The South Australian Tourism Commission (SATC), a statutory authority of the Government of South Australia, aimed to increase domestic visitation through a digital advertising campaign during the peak summer holiday period from November 2023 to January 2024. This key period aligned with school holidays and a major travel window for families seeking warmer weather and holiday destinations. Much of the impact of South Australian tourism flows to regional communities, positively influencing many industries including agriculture, wine, retail, transportation, and more. SATC ran a video-based campaign targeting audiences across New South Wales and Victoria, aligning it with premium global content on SBS On Demand.
Challenge:
Traditional methods of data-sharing for campaign measurement posed significant privacy risks, raising concerns about data security and compliance. To address these challenges, the SATC needed a secure, privacy-first approach that would allow precise footfall measurement attributed to their digital ads. The SATC partnered with Azira, data clean room provider InfoSum, media agency Merkle and Australian publisher SBS, to securely and compliantly match advertising exposure data from SBS’s ad logs to Azira’s geolocation data, enabling accurate measurement of visitor footfall to South Australia’s tourist hotspots.
Solution:
After an initial decentralized match between SBS On Demand’s ad exposure data and Azira’s identity graph containing visitation data, InfoSum’s Private Path tool replaced all the matching identifiers (e.g., hashed emails) with private, non-reversible synthetic IDs, adding an additional layer of obfuscation to any personally identifiable information (PII). This de-identified data was exported to Azira’s measurement platform to calculate precise footfall attribution and assess campaign effectiveness.
From the data collected, and by measuring footfall attribution at 342 travel hotspot locations, the campaign across SBS On Demand was able to drive actionable decisions that enhanced targeting and maximized ROAS.
Results:
The measurement from Azira showed how the campaign successfully drove increased visitation to South Australia’s tourist hotspots. Key results included:
- 42% uplift in footfall traffic to South Australian tourist locations, such as hotels, parks, and wineries.
- Over 12,200 individuals were driven to the targeted locations after exposure to the campaign.
- The exposed audience achieved a 3.3% footfall rate, outperforming the control audience at 2.3%.
- The campaign attracted a significant number of visitors from New South Wales and Victoria, indicating successful targeting of key travel audiences, with the most prominent demographics including professionals, affluent individuals, and people aged 35-46.
- Footfall was notably higher at high-end hotels and discovery parks, suggesting the campaign successfully attracted premium travelers.
As a result of this successful campaign, InfoSum, Azira and SBS will continue to support the SATC in leveraging privacy-compliant data for future marketing campaigns that enhance trip planning, uncover unique attractions, and drive tourism to support South Australia’s growth.
