True Native Wins With Greater Miami Travel

Study Goal

Greater Miami Convention & Visitors Bureau (GMCVB) is dedicated to attracting and encouraging tourists to visit Greater Miami. Most people only know Miami for its world-class sun and sand, but the client wanted to spread awareness of the “hidden” parts of Miami through content engagement.

Nativo stood out dramatically from In-Feed Click-Out and Content Recommendation in creating meaningful engagement around Miami content and doing so with far greater efficiency.
— CRITICAL MASS, Senior Marketing & Media Manager


GMCVB saw content as the best way to engage with potential tourists. The client sought out the most effective and scaled native distribution solution to share their stories about hot new Miami restaurants and Latin cuisine. To understand which solution performed best, GMCVB evaluated three different native executions: In-FeedClick-Out, Content Recommendation, and True Native. In contrast to In-Feed Click-Out and ContentRecommendation, True Native keeps the consumer on the publisher’s site for a non-interruptive brand content experience.


Each native ad provider used the same content and headlines across their execution. The end results were remarkable.For every dollar spent, Nativo’s True Native execution drove400% more engagement and 1,500% more time spent on content than both In-Feed Click-Out and ContentRecommendation combined. The stunning difference proved that True Native’s non-interruptive content consumption path is best at maximizing consumer engagement.
The True Native campaign drove 1.12% click-through-rate on native ads (32% higher rate than Nativo’s travel benchmark) and an average 105 seconds spent onGMCVB’s brand content.


Key Stats


Date Featured:
September 19, 2016