Orange 142 Partners with Tourism Economics to Deliver Advanced Attribution and Economic Impact Data for Destination Marketing Organizations
Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT), has announced a strategic partnership with Tourism Economics, an Oxford Economics company, to enhance destination marketing organizations' (DMOs) measurement capabilities.
The collaboration provides DMOs with advanced attribution tools and economic impact dashboards that connect marketing efforts to visitor metrics and economic outcomes. Key features include:
- Tracking visitors from media campaigns and website engagement
- Measuring cost per 1000 visitors
- Analyzing average length of stay
- Calculating economic impact through job creation and tax revenue
- Monitoring point of interest visitation
The partnership leverages Tourism Economics' Media Impact Calculator (MIC) to help DMOs quantify marketing ROI and optimize campaign performance. This solution is particularly valuable for tourism boards seeking to justify budgets and secure stakeholder support through detailed economic impact data.
Orange 142, una divisione di Direct Digital Holdings (NASDAQ: DRCT), ha annunciato una partnership strategica con Tourism Economics, un'azienda di Oxford Economics, per migliorare le capacità di misurazione delle organizzazioni di marketing delle destinazioni (DMO).
La collaborazione fornisce alle DMO strumenti avanzati di attribuzione e dashboard sull'impatto economico che collegano gli sforzi di marketing ai metriche dei visitatori e ai risultati economici. Le caratteristiche principali includono:
- Monitoraggio dei visitatori provenienti da campagne media e interazioni sul sito web
- Misurazione del costo per 1000 visitatori
- Analisi della durata media del soggiorno
- Calcolo dell'impatto economico attraverso la creazione di posti di lavoro e le entrate fiscali
- Monitoraggio delle visite ai punti di interesse
La partnership sfrutta il Media Impact Calculator (MIC) di Tourism Economics per aiutare le DMO a quantificare il ROI del marketing e ottimizzare le performance delle campagne. Questa soluzione è particolarmente preziosa per le associazioni turistiche che cercano di giustificare i budget e ottenere il supporto degli stakeholder attraverso dati dettagliati sull'impatto economico.
Orange 142, una división de Direct Digital Holdings (NASDAQ: DRCT), ha anunciado una asociación estratégica con Tourism Economics, una empresa de Oxford Economics, para mejorar las capacidades de medición de las organizaciones de marketing de destinos (DMO).
La colaboración proporciona a las DMO herramientas avanzadas de atribución y paneles de impacto económico que conectan los esfuerzos de marketing con las métricas de visitantes y los resultados económicos. Las características clave incluyen:
- Seguimiento de visitantes provenientes de campañas de medios y del compromiso en el sitio web
- Medición del costo por 1000 visitantes
- Análisis de la duración media de la estancia
- Cálculo del impacto económico a través de la creación de empleo y los ingresos fiscales
- Monitoreo de las visitas a puntos de interés
La asociación aprovecha el Media Impact Calculator (MIC) de Tourism Economics para ayudar a las DMO a cuantificar el ROI del marketing y optimizar el rendimiento de las campañas. Esta solución es particularmente valiosa para las juntas de turismo que buscan justificar presupuestos y asegurar el apoyo de las partes interesadas a través de datos detallados sobre el impacto económico.
Orange 142는 Direct Digital Holdings (NASDAQ: DRCT)의 한 부서로, Tourism Economics와 전략적 파트너십을 체결했다고 발표했습니다. Tourism Economics는 Oxford Economics의 자회사로, 목적지는 마케팅 조직(DMO)의 측정 능력을 향상시키기 위해 협력하고 있습니다.
이번 협업은 DMO에 마케팅 노력과 방문자 메트릭 및 경제적 결과를 연결하는 고급 귀속 도구 및 경제적 영향 대시보드를 제공합니다. 주요 기능은 다음과 같습니다:
- 미디어 캠페인 및 웹사이트 참여를 통한 방문자 추적
- 1000명의 방문자당 비용 측정
- 평균 체류 기간 분석
- 일자리 창출 및 세수 등을 통한 경제적 영향 계산
- 관심 지점 방문 모니터링
이 파트너십은 Tourism Economics의 미디어 영향 계산기(MIC)를 활용하여 DMO가 마케팅 ROI를 정량화하고 캠페인 성과를 최적화하는 데 도움을 줍니다. 이 솔루션은 예산을 정당화하고 이해관계자의 지원을 확보하기 위해 상세한 경제적 영향 데이터를 필요로 하는 관광청에 특히 유용합니다.
Orange 142, une division de Direct Digital Holdings (NASDAQ: DRCT), a annoncé un partenariat stratégique avec Tourism Economics, une entreprise d'Oxford Economics, pour améliorer les capacités de mesure des organisations de marketing de destinations (DMO).
Cette collaboration fournit aux DMO des outils d'attribution avancés et des tableaux de bord d'impact économique qui relient les efforts de marketing aux métriques des visiteurs et aux résultats économiques. Les caractéristiques clés incluent :
- Suivi des visiteurs provenant de campagnes médiatiques et d'engagement sur le site web
- Mesure du coût par 1000 visiteurs
- Analyse de la durée moyenne de séjour
- Calcul de l'impact économique par la création d'emplois et les revenus fiscaux
- Suivi des visites des points d'intérêt
Le partenariat utilise le Media Impact Calculator (MIC) de Tourism Economics pour aider les DMO à quantifier le ROI du marketing et à optimiser les performances des campagnes. Cette solution est particulièrement précieuse pour les offices de tourisme cherchant à justifier les budgets et à obtenir le soutien des parties prenantes grâce à des données détaillées sur l'impact économique.
Orange 142, eine Abteilung von Direct Digital Holdings (NASDAQ: DRCT), hat eine strategische Partnerschaft mit Tourism Economics, einem Unternehmen von Oxford Economics, angekündigt, um die Messfähigkeiten der Destination Marketing Organisationen (DMO) zu verbessern.
Die Zusammenarbeit bietet DMO fortschrittliche Attributionstools und Wirtschaftsimpact-Dashboards, die Marketingmaßnahmen mit Besucherkennzahlen und wirtschaftlichen Ergebnissen verbinden. Zu den Hauptmerkmalen gehören:
- Verfolgung von Besuchern aus Medienkampagnen und Website-Engagement
- Messung der Kosten pro 1000 Besucher
- Analyse der durchschnittlichen Aufenthaltsdauer
- Berechnung der wirtschaftlichen Auswirkungen durch Arbeitsplatzschaffung und Steuereinnahmen
- Überwachung der Besuche an Sehenswürdigkeiten
Die Partnerschaft nutzt den Media Impact Calculator (MIC) von Tourism Economics, um DMO zu helfen, den Marketing-ROI zu quantifizieren und die Kampagnenleistung zu optimieren. Diese Lösung ist besonders wertvoll für Tourismusbehörden, die Budgets rechtfertigen und die Unterstützung von Interessengruppen durch detaillierte Daten zu wirtschaftlichen Auswirkungen sichern möchten.
- Strategic partnership enhances DRCT's service offerings for tourism industry clients
- Provides competitive advantage through advanced attribution capabilities
- Expands revenue potential in the destination marketing sector
- None.
Insights
Direct Digital Holdings' division Orange 142 has established a strategic partnership with Tourism Economics to enhance its destination marketing capabilities. This collaboration introduces the Media Impact Calculator (MIC), enabling destination marketing organizations (DMOs) to directly connect advertising expenditures with quantifiable visitor outcomes and economic impact.
The partnership addresses a critical pain point for tourism boards: demonstrating ROI for marketing investments. The solution provides advanced metrics including visitor attribution, cost per 1000 visitors, length of stay analysis, and economic impact validation. For tourism-focused clients like Visit South Jersey, this creates a compelling value proposition, particularly for smaller DMOs with internal analytics capabilities.
From a competitive standpoint, this enhances Orange 142's service differentiation in the tourism vertical by moving beyond traditional marketing metrics to tangible economic outcomes. While potentially valuable for client retention and acquisition in this sector, the announcement lacks financial terms or projections that would help quantify the partnership's impact on DRCT's overall performance.
The tourism marketing sector represents a specific vertical within Orange 142's business, but the announcement provides no context regarding what percentage of Direct Digital Holdings' revenue comes from this segment. Without this context or any financial projections, it's difficult to assess the material impact on DRCT's future performance, suggesting this is an incremental service enhancement rather than a transformative business development.
The partnership provides DMOs with tools to measure the real economic impact of digital marketing investments
"Destination marketers are under increasing pressure to demonstrate the ROI of every marketing dollar spent," said Lindsey Wilkes, SVP of Business Development at Orange 142. "Our partnership with Tourism Economics transforms how DMOs can measure success, moving far beyond traditional metrics. This gives our clients the data they need to optimize campaigns, justify budgets, and secure stakeholder support for their tourism initiatives."
The partnership enables Orange 142's DMO clients to access powerful metrics that directly tie advertising efforts and digital strategies to tangible outcomes, including:
- Total Visitors from Media: Track visitors who arrive at destinations as a direct result of media campaigns
- Total Visitors from Website: Measure real people who visited after engaging with the destination's website
- Cost Per 1000 Visitors: Assess the efficiency of marketing spend in driving actual visitation
- Average Length of Stay: Identify which campaigns drive longer visits and higher spending
- Economic Impact Data: Validate tourism's contribution to local economies through job creation and tax revenue
- Point of Interest Visitation: Track the attractions visitors frequent most to inform promotional strategies
Tourism Economics' Media Impact Calculator (MIC) serves as the foundation for much of this analysis, allowing DMOs to quantify the economic impact of their paid media, optimize based on performance, identify new opportunities, and shape ROI strategy.
"Destinations must demonstrate returns on their paid marketing investments with increasing precision," said Tourism Economics' Chuck Davison, Vice President, Attribution Solutions. "The MIC unlocks a powerful solution that helps DMOs connect the dots between campaign touchpoints and real-world economic impact. We're proud that this partnership with Orange 142 equips destination marketers with more actionable intelligence to make tailored, informed decisions."
This partnership is particularly valuable for tourism boards dependent on tax revenue and local business support. The detailed economic impact data helps secure funding by demonstrating tourism's actual economic footprint, from visitor spending to business expansion, tax revenue generation, and employment growth.
"When starting our journey with Tourism Economics, it was exciting to know that Orange 142 was a partner so that we could get the full benefit of their robust offerings," shared Michael Snyder, Director of Operations Visit South Jersey. "As a smaller DMO, it's nice to have a media partner that can help us walk through the attribution and will go over learnings and how we can best apply them to future campaigns."
For more information about Orange 142's partnership with Tourism Economics or to learn how your destination can benefit from these advanced attribution capabilities, click here.
About Orange 142
Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holding, the ninth Black-owned company to go public.
We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.
Our team of experts has a deep understanding of the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest level of service and transparency. We believe that open communication and collaboration are essential to the success of every advertising and marketing initiative.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) combines cutting-edge sell-side and buy-side advertising solutions, providing data-driven digital media strategies that enhance reach and performance for brands, agencies, and publishers of all sizes. Our sell-side platform, Colossus SSP, offers curated access to premium, growth-oriented media properties throughout the digital ecosystem. On the buy-side, Orange 142 delivers customized, audience-focused digital marketing and advertising solutions that enable mid-market and enterprise companies to achieve measurable results across a range of platforms, including programmatic, search, social, CTV, and influencer marketing. With extensive expertise in high-growth sectors such as Travel & Tourism, Energy, Healthcare, and Financial Services, our teams deliver performance strategies that connect brands with their ideal audiences.
At Direct Digital Holdings, we prioritize personal relationships by humanizing technology, ensuring each client receives dedicated support and tailored digital marketing solutions regardless of company size. This empowers everyone to thrive by generating billions of monthly impressions across display, CTV, in-app, and emerging media channels through advanced targeting, comprehensive data insights, and cross-platform activation. DDH is "Digital advertising built for everyone."
For more information, visit www.directdigitalholdings.com.
About Tourism Economics
Tourism Economics, an Oxford Economics company, combines deep knowledge of tourism dynamics with rigorous economics to answer the most important questions facing global destinations and corporations. More than 500 companies, associations, and destinations work with Tourism Economics annually as a research partner. We bring decades of experience to every engagement to help our clients make better marketing, investment, and policy decisions.
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SOURCE Direct Digital Holdings
FAQ
What metrics does the Orange 142 and Tourism Economics partnership provide to DMOs?
How does Tourism Economics' Media Impact Calculator benefit DRCT's destination marketing clients?
What economic impact data can tourism boards measure through this DRCT partnership?
When did Orange 142 announce its partnership with Tourism Economics?
