At Vladimir Jones, we believe that the best media strategies are rooted in data, creativity, and strong partnerships. That’s exactly how we approached our work with Pixability to support Visit Santa Fe in driving tourism through targeted YouTube campaigns.
By leveraging Pixability’s proprietary targeting technology—built on GenAI and the only solution globally certified by YouTube in both Brand Suitability and Content Insights—and combining it with our deep audience insights, we connected Santa Fe’s rich cultural experiences with travelers most likely to convert.
Unlike typical campaigns that rely solely on demographic targeting, our strategy went a step further by incorporating contextual content alignment. Pixability’s platform identified over 15,000 high-quality YouTube channels that matched the tone, themes, and interests of Santa Fe’s ideal traveler. This ensured our message didn’t just reach the right people—it reached them at the right moment, within content they were already engaged with.
The results were significant:
- 91% reduction in unsuitable impressions
- 25% decrease in CPMs
- 100% removal of low-visibility channels, ensuring our ads only appeared in high-quality environments
The full campaign outperformed the previous year across all key YouTube KPIs:
- 35.2M impressions delivered, helping build broad awareness
- 169% increase in conversions
- 53.77% lower CPM
- Significant drop in cost per conversion
Our approach also prioritized media quality and efficiency, minimizing waste and maximizing contextual relevance. By integrating both brand safety and performance standards, we built a media ecosystem where Visit Santa Fe’s message could thrive.
Vladimir Jones and Pixability crafted a performance-driven strategy that reached in-market travel intenders and aligned with Visit Santa Fe’s broader campaign goals. From strategic targeting to creative optimization, the partnership delivered measurable results that reinforced YouTube’s power as a travel consideration platform.
