Fiscal Year 2023 was a great success in marketing Maryland and the statistics speak for themselves. 164.5 million people were reached by our ads with 1.2 million visitors to the business.maryland.gov site and over 8% of those visitors actively engaged with content.
The campaign has been able to consistently deliver a high level of visibility with the target audiences each flight. Efficiency in generating qualified conversions (someone spending over two minutes on our website) improved as the campaign ramped up and media was optimized. Introduction of video ads and an increase in online display advertising allowed 2020/2021 to pull ahead with the highest reach with engaged site traffic at the lowest cost.
