CaseStudy

TravelMorgan & Co Inspires Travel Interest in Over
17,000 People for State Tourism in One Monthwith Taboola“Our campaign included both sponsored content and video. We had the primary goal of driving
website sessions and the secondary goal of event conversions on our client’s website. Out of
all of the platforms we used for video, the Taboola campaign was really a success across theboard. We were pleased to see that traditional metrics translated into both sessions and events.”- Amanda Kennedy, Media & Conversion Strategist, Morgan & Co.

COMPANY

Morgan & Co. is a full service media planning andbuying agency in New Orleans that supports themarketing efforts of an array of tourism clients.

17,000+Website Events
TriggeredCHALLENGESOLUTION

Encourage travelers in the US interested in activities
like Mardi Gras, cajun food, jazz and much more tovisit.

Use Taboola Sponsored Content and Video offerings
to drive interest in travel to clients’ destinations.

With Taboola, Morgan & Co. was able to deliver
RESULTSover 45,000 website visitors of which over 17,000
converted into taking actions on the client’s website.

124%
More Impressions
Delivered than Forecasted29%
Increase in video CTR
After Use of Taboola
Video StudioCaseStudy

TravelIntroduction

Morgan & Co. is a media agency that helps brands
understand their ideal customers, acquire more, andreduce the cost of acquisition. Their strength is designingand executing media strategies and buys that bringpeople and brands together.

They use data to drive insightful audience
segmentation, our media buys and optimization, andto increase the return on media spend. Their primarycategories are tourism & hospitality, healthcare,consumer and legal.

Taboola Video Helps Morgan & Co. Drive High Levels of Interest in
Travel Using Video and Sponsored Content

CaseStudy

TravelTaboola Video Helps Morgan & Co Drive High Levels of Interest in Travel
Using Video and Sponsored Content

Morgan & Co. used a variety of media channels for their
Tourism client’s video campaign, including channels
like OTT, display, pre-roll and local television channels,alongside Taboola.
Alongside video, the campaign included sponsoredcontent assets as well. Their focus overall is to improvesession depth and engagement with their tourism client’s
website. For the Fall campaign, Morgan & Co.

Taboola Video and Sponsored Content was able to help
them achieve both. Taboola Video is an elegant, nondisruptive experience that is optimal for branding andawareness goals. Your videos are backed by the scaleand reach you need across exclusive inventory.
Not only was the campaign a success, Morgan & Co.
drove over 17,000 website events and delivered 124%
more impressions than originally forecasted.

optimized for two levels of key performance indicators(KPIs).
Their primary KPI was website sessions. Their secondary
KPIs included several events such as travel guide
downloads, requests for information, and more.

Morgan & Co Uses Taboola Video Studio to Add a Call to Action, Driving
Better Video Results
Morgan & Co.’s tourism client leveraged a high quality
video for their fall campaign, which attracted peopleinterested in travel, outdoor activities, Mardi Gras,
festivals, Cajun and Creole cultures, adventure and more.

After the implementation of the CTA within the video
creative, CTR increased by 29% on their 15 secondcreative. CTR also increased by 12% on their 30-secondcreative.

In order to improve their chances for website visits andengagement on-site, Morgan & Co. worked with theTaboola Video Studio to implement a call to action (CTA)
within their campaign.

Morgan & Co. is happy with the service they receive from
Taboola account managers and looks forward to working
with Taboola in the future.