Case Study: Israel’s Ministry of Tourism achieves 54% video completion and 2.7x higher engagement with Outbrain’s Focus (Click-to-Play) Video

Outbrain’s Click-to-Watch Campaign with Israel’s Ministry of Tourism Drives Results

Israel’s Ministry of Tourism, working with agency Sepros Digital Marketing, aimed to boost tourism by positioning Israel as a cultural hotspot for food, nightlife, adventure and heritage. They produced a high-impact 35-second video starring Israel’s top model to showcase experiences in Jerusalem and Tel Aviv and drive awareness and desire among potential travelers.

The campaign used Outbrain’s native click-to-play Focus video experience—an opt-in, non-intrusive format with 100% viewability and CPC pricing—served across premium publishers (CNN, ESPN, MSN, ABC, The Washington Post). In a three-week test the video achieved a 54% completion rate (versus a 20% goal), a 2.7× higher completion outcome, with 90% watching 18 seconds and 72% reaching 26 seconds, generating strong engagement and lasting awareness.

Israel’s Ministry of Tourism

Eyal Varshisky

Global Digital Advertising Manager