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Visit Abu Dhabi Turned the Ad Unit Into the Trip Planner

Writer: 365 Digital
365 Digital
Sep 28
1 min read

The Results


This highly interactive approach delivered deep engagement and measurable business impact:


  • 11% average Masthead engagement rate, above industry benchmark

  • 17.5s average interaction time per user in Lightbox

  • 76% of engaged users completed the full itinerary build



The Challenge


The Abu Dhabi tourism board needed to generate reach and consideration across its key export markets. Crucially, they wanted to provide an experience that travellers would actively engage with prior to booking, moving beyond the traditional approach of using a simple static beach shot.



The Strategy


To capture attention and drive interaction, the campaign deployed specialized Google Ads formats tailored to different global regions:   


  • YouTube Mastheads: The tourism board secured premium homepage placements across Saudi Arabia, the UAE, Qatar, and neighbouring markets.   

  • Google Lightbox on the Display Network: To target audiences in the US, UK, Europe, and Australia, they utilised Lightbox Ads on the Google Display Network. These specific ad units start small but expand into full-screen, interactive canvases when a user hovers over them.   

  • Personalised Itinerary Builder: Once the Lightbox ad expanded, it functioned like a mini-app. Users were prompted to input their specific travel preferences—such as traveling as a couple, family, or for business—along with the duration of their trip. Based on these user inputs, the ad dynamically generated a customised Abu Dhabi itinerary. 




Following the campaign, the region experienced a measurable spike in app downloads and achieved higher hotel occupancy.   



 
 
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