Tourism Ireland was founded in 1998 by the Irish government and Northern Ireland parties to support tourism in Ireland. With a total of 160 employees, they have offices around the world and provide detailed information on Ireland as a holiday destination on their website Ireland.com.
Tourism Ireland in Germany worked with Outbrain to position Ireland as a holiday destination. Their campaign objectives were to drive traffic and ultimately high quality users to their website Ireland.com at a cost effective price. High quality users were identified as having viewed at least two pages per visit, demonstrated low bounce rate, and good dwell time.
With Outbrain, Tourism Ireland used content to drive potential tourists back to the Ireland.com website. Through the content on their website they were able to drive high dwell times by inspiring users to explore holidays in Ireland. In order to achieve this they did the following:1.Personalized content based on the user’s interest. For example, users identified as being passionate hikers were sent information about backpacking in Ireland. 2.Created plenty of content for users who have a broad but clear interest in visiting Ireland. Each month new content was uploaded to the site, and depending on its performance it was optimized and earmarked for broader distribution.In cooperation with Outbrain, Tourism Ireland in Germany set a key metric to measure the performance of the campaign: the key indicator was cost per session without bounce.
Increase in pages/session
Dwell time on Ireland.com
Drop in Bounce Rate
The switch from traditional banner advertising and other traffic-focused providers to Outbrain significantly increased the number of visitors and user engagement on Ireland.com at a comparatively low cost. A 33% drop in the bounce rate meant that the cost per session without bounce was significantly reduced. New users were identified as having +335% longer dwell times, which means more time spent engaging with content and more page views per session (+67%). These results highlight the value of the quality content on the Ireland.com website.