DOOH Advertising

Carvertise, Azira partner on visitation attribution for destination marketing campaigns

Photo courtesy of Carvetise

June 11, 2026

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Carvertise, a rideshare advertising company, is partnering with Azira, a provider of location intelligence and attribution technology, to deliver real-world visitation measurement and campaign attribution for destination marketing organizations, tourism boards and travel brands.

The partnership enables tourism marketers to better understand how mobile out-of-home advertising influences traveler behavior, visitation and economic impact, according to a press release.

Destinations can now measure how many consumers exposed to a rideshare advertising campaign later visited the promoted destination. While digital advertising offers click-through and conversion tracking, most out-of-home campaigns have historically relied on estimated impressions and brand lift metrics, leaving a gap between awareness and measurable ROI.

In a recent campaign with Visit Fort Worth, Carvertise deployed a targeted rideshare advertising campaign throughout the Kansas City market to increase destination awareness and drive visitation to Fort Worth.

Using Azira's attribution capabilities, the campaign generated more than 2,600 verified visits and contributed an estimated economic impact exceeding $800,000, helping quantify how mobile OOH advertising influenced real-world travel behavior.

"Tourism marketers are increasingly being asked to demonstrate not just reach, but measurable business impact," Dave Fall, chief product officer at Azira, said in the release. "This partnership brings together Carvertise's innovative vehicle-based advertising platform and Azira's location intelligence platform, including advanced attribution and measurement capabilities, to give destinations a clearer understanding of how out-of-home media influences visitation and traveler behavior. Together, we're helping marketers better understand campaign impact through measurable, data-driven insights that connect media exposure to meaningful business outcomes."

The partnership also reflects a broader shift taking place across the OOH industry, where marketers increasingly expect the same level of measurement, accountability and performance visibility from physical media channels that they receive from digital campaigns.

"This partnership represents both a major step forward for destination marketers and the future of measurable OOH advertising," Mac Macleod, CEO of Carvertise, said in the release. "Our campaigns have always delivered strong visibility and real-world audience engagement, but DMO marketers today want deeper attribution and clearer ROI measurement. By partnering with Azira, we can now help destinations understand not only how many people saw their campaign, but how many actually visited."