Digital Audio Ads Deliver 80K Conversions for Visit Dallas

The challenge

From sports, art, and food to shopping, family-friendly attractions, and unbeatable nightlife, it’s happening in Dallas, TX. And Visit Dallas, the destination marketing organization for the city of Dallas, was looking to launch a new campaign designed to get on more travelers’ must-visit lists. 

Like many travel brands, Visit Dallas’ marketing efforts were centered on visual media like CTV, display, search, and social media. But in 2025, they strategically added digital audio to the mix. The objective was to drive traveler engagement, consideration, and visitation through precise audience targeting across fly and drive markets.

The solution

In concert with Visit Dallas’ agency, Greenhaus, our team developed a custom campaign designed to deliver impressions in key areas while driving conversions. 

Product mix

The campaign leveraged a mix of streaming audio and podcast ads, including:

• Streaming Select – Ads run on the SiriusXM Streaming Network, with choice and control over who, where, and how to connect with consumers

• Audio XP – A cross-platform and cross-publisher solution for digital buyers, allowing for maximum reach as well as targeting and measurement 

• Responsive display – Visual ad formats to accompany audio ads through mobile display and responsive banners, reinforcing key messages and CTAs

• Podcast Select – Ads run on the SiriusXM Podcast Network, allowing brands to zero in on a preferred audience across multiple shows

• Host reads – Ads on popular and brand-aligned podcasts The Sporkful and 99% Invisible read by the host of each show

Targeting and measurement

To get attention and inspire travel decisions, streaming audio and podcast network ads played in major cities throughout Texas as well as in targeted metros throughout the country. In addition to geographic targeting, affinity targeting included: leisure travelers, luxury travelers, business travelers, foodies, live sports enthusiasts, arts and culture enthusiasts, leisure vacationing families, and concert and festival goers.

Reveal Mobile, the measurement partner for this campaign, used pixel tracking and device matching to identify conversions based on ad exposure, focusing in on three areas (two regional airports and downtown Dallas).

The results

Both Visit Dallas and Greenhaus were thrilled with the results. The campaign outperformed both impression delivery goals (103.49%) and CTR benchmarks (0.95% for responsive display vs. 0.66% and 0.39% for Audio XP vs. 0.12%). 1 And thanks to Reveal Mobile, campaign measurement showed tens of thousands of conversions.

Highlights include:

• 5,843,081 total impressions 1

• 22,362 total clicks 1

• 80,975 unique conversions in just the first three months 2

The Visit Dallas campaign demonstrated measurable traveler engagement and effective audience targeting. It also showcases how multi-platform audio strategy drives real, measurable results for destination marketing organizations.

We did it for them. We can do it for you. Let’s talk.

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