Transforming Advertising in the Tourism Industry: A Schauinsland Case Study

Transforming Advertising in the Tourism Industry: A Schauinsland Case Study

Picture: iStock/IconicBestiary


Tourism has long been a driving force behind economic growth and cultural exchange. While travelers often gravitate toward bustling cities and well-known destinations, there’s an emerging trend of exploring hidden gems off the beaten path. In this case study, we’ll take a closer look at how Schauinsland, a renowned German tour operator, has achieved to generate amazingly increased KPIs within various campaigns of fascinating yet often overlooked travel destinations.


The Company: Schauinsland

Schauinsland is one of the largest package tour operators in Europe and is considered the pioneer of “dynamic packaging” in the industry with

  • more than 5,000 hotels in over 60 European vacation destinations and long-distance destinations, including almost all well-known hotel chains worldwide
  • over 1 million happy clients
  • over 1000 employees worldwide
  • annual sales at around 1.18 to 1.8 billion


The Challenge and the Goal

While the tourism industry has boomed in the last months after the pandemic, Schauinsland strives to stand out from the competition: attracting tourists to locations that weren’t on the typical tourist radar with interactive video campaigns. Next to attracting buying customers, the goal was to accalerate important as well as measurable KPIs like CTR, VCR, ER and ROI.


Our Solution

In order for us to achieve these goals, our tech-team has integretated various CTAs in the video campaigns of Schauinsland, rendering them interactive. The chosen interactive overlays included:

  • their interactive logo in the corner, leading to their respective website
  • links to their social media channels
  • animated GIFs with the CTA inciting a booking decision
  • pick and choose options


The goal of our interactive video campaign was to showcase Schauinsland’s commitment to unique, immersive travel experiences and drive key as well as measurable KPIs while converting viewers into buying customers. Through our interactive overlays, we were able to highlight the diversity of Schauinsland’s offerings and increase key KPIs like CTR by three times. Klick here for the full report to get insights into important metrics as well as screen recordings of the campaigns.


Linear vs. Interactive Video-Ads: Why Interactive Video-Campaigns should be the New Normal

Linear vs. Interactive Video-Ads: Why Interactive Video-Campaigns should be the New Normal

Picture: iStock/Tarik Vision


In the ever-evolving realm of digital advertising, marketing trends come and go constantly. It’s getting harder and harder to identify what’s worth investing time and money in, while brands are desperately trying to find innovative methods that effectively captivate their target audiences. So how do you find out which strategy is here to stay? What has an effective longevity and what qualifies as just another short-term half-measure?

When it comes to marketing campaigns, video ads have proven to be a remarkably compelling form of content that engages viewers through visual storytelling. They have shown to be an incredibly valuable tool for HR campaigns, branding purposes, or to drive purchase intent. However, as every Internet user is inundated with tons of video ads every time they’re online, it’s becoming increasingly difficult to stand out to your preferred audience – even if your campaign is creative and memorable.

Nonetheless, the advent of interactive video advertisements has sparked a revolution in the advertising landscape, surpassing traditional linear video ads in terms of audience engagement and conversion rates. Here’s why.

User Journey: A Truly Engaging Experience

Interactive video ads open up exciting opportunities for viewers to become active collaborators in the content they’re enjoying, elevating them from mere spectators to active participants. Through offering options, raising thought-provoking queries, or granting the freedom to delve into various story avenues, these interactive advertisements cultivate a profound sense of involvement, leading to a richer and unforgettable watching encounter. As evidenced by a research endeavor undertaken by Tremor Video, interactive video ads recorded a staggering 439% surge in user engagement rates when juxtaposed with their traditional linear counterparts.

Memorability of Your Brand

As users actively engage with an advertising encounter, the brand and its central message tend to stay ingrained in their memory. Innovid conducted a survey whose findings unveiled a remarkable 32% boost in brand remembrance when adding interactive elements to video ads. By delivering remarkable and tailor-made encounters, interactive advertisements etch a durable impression in the minds of the audience, which augment the probability of future interactions with the brand.

Raising Click-Through Rates (CTR)

Interactive video advertisements have showcased a remarkable surge in click-through rates. Research from Forbes has shown that interactive video ads boasted a CTR that surpassed linear video ads by an impressive 47%. By introducing viewers to clickable elements and persuasive prompts for action right within the ad, these interactive formats incite instantaneous reactions, thereby driving up the influx of visitors to the brand’s website or dedicated landing page.

Truly Captivating: Prolonged Ad Interaction

Interactive video ads possess the unique ability to maintain viewer engagement for more extended periods. A study by Magnifyre revealed that users spent an average of 47 seconds interacting with an interactive video ad, whereas the average time spent on a linear video ad was merely 18 seconds. The extended exposure to the ad enables brands to convey more information and make a more substantial impact on their target audience.

To sum it up, the emergence of interactive video ads has ushered in a paradigm shift in digital advertising, offering a more captivating and rewarding experience for both brands and consumers. The statistics unequivocally illustrate that interactive video ads excel in terms of user interaction, brand recall, click-through rates, conversion rates, and time spent on the ad when compared to linear video ads.

As brands continue their quest to distinguish themselves in a saturated digital landscape, embracing interactive video ads can prove to be a game-changing strategy, propelling campaigns to new heights of success and fostering deeper connections with their audiences.


Tremor Video
Martech Advisor