Post on 02-Jul-2015
description
Precision Campaigning in the Travel Market
Jamie LomasVP of Sales and Client Services
AdReady, Inc.
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Background
(Things you already know but are important to our
discussion)
Travel marketers are:
Early adopters of new ad mediums (and new tactics in general)
Pioneers in digital ad technology
Why is travel so far ahead of the curve?
Intense competition
Thin margins
Consumers researching and transacting online
Why has display always been an important component?
Visual imagery is key (aspirational views of the product)
Time based offers, Price changes and promotions are key
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Growth and Diversification
Total ad spend in the US is rebounding Global ad spend in the first quarter of 2010 increased 12.5 percent year-on-year totaling
USD $110 billion – Nielsen
Online advertising continues to grow US Internet advertising increased from $22.1 B in 2009 to $25.1 B in 2010. Continued growth
is forecasted for 2011. - eMarketer
Online display advertising continues to grow Online display advertising impressions in the U.S. totaled 1.1 trillion in the first quarter in
2010, an increase of 15% over the previous year. - ComScore
In travel sector, growth in spending on display According to Nielsen, Travel industry display ad impressions were up 28% between
September 2009 - August 2010
In Travel sector, display spending is diversifying Airlines account for about 29% of display ad impressions in the travel industry today. That
said, overall market spend has been shifting to other areas in the Travel Industry, such as
hotels and destination resorts. – NewMediaTrends
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Consumer Research Diversification
Consumers continue to research travel online
When planning a trip, how many websites do you usually visit?*
1: 1% (US) and 5% (non-US)
2-5: 34% (US) and 48% (non-US)
6-10: 35% (US) and 27% (non-US)
11-15: 10% (US) and 7% (non-US)
16-20: 4% (US) and 3% (non-US)
20+: 16% (US) and 10% (non-US)
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*ETC New Media Trend Watch
2010
65% of consumers visit at least 6
different web sites to plan one trip!
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Timeline of Recent Advances
Advertising networks 1998
Behavioral targeting 2001
Advertising exchanges 2003
Demand side platforms 2006
Dynamic creative 2007
Data exchanges 2007
Precision campaigning 2007
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Precision Campaign Promise:
To improve the ability of marketers to
achieve their overall goal: to deliver the
right message, to the right person, at
the right time thereby, increasing ROAS
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What is a Precision Campaign?
A new way to cost effectively reach your micro-targeted
audiences with unique, tailored messages
How would you answer the questions below? How would you advertise a specific promotion or offer that was unique to a
region, state, DMA or zip code?
How would you deliver a custom re-targeted advertisement with unique creative
that coincides with the pages that your prospect viewed on your website?
If you wanted to do either of these things at scale, with multiple geo targeted
audience segments, retargeting segments or many different offers or
promotions, could you do it cost effectively?
Is the ad creative that you’ve built for each audience segment precisely correct
to maximize your return on ad spend?
If you wanted to optimize the creative for your display advertising campaigns for
optimal performance would you be able to do this in a cost effective way? More
importantly, would you be able to optimize the specific creative targeted to a
specific user or placement?
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Who Needs Precision Campaigns?
An airline carrier that needs to quickly start and stop
hundreds of specific price promotions to small localized
audiences and “in market” travel purchasers
A hospitality company that manages multiple properties with
specific geotargeting needs
A resort and casino that has multiple offers that change
rapidly based on season, entertainment, hotel rooms, and
gambling
A corporate travel agency that has many different landing
pages for different types of lead generation and needs
custom creative for each landing page
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The Challenge:
In the past these Precision Campaigns were difficult to implement
because:
It was too complicated to implement these strategies in a cost-effective
way
Production of digital creative was too expensive
Display media is increasingly fragmented and requires high minimums
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Previous Solutions:
Settle for more generic campaigns where different
audience segments aren’t communicated to with unique
messages, and lots of different messages aren’t tested in
order to find the true winners
Result: poor campaign performance
Put time, effort and expense into running detailed
micro-campaigns using existing solutions
Result: unsustainably high costs to manage (i.e., overhead
costs equal or exceed working media costs)
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Today’s Solution:
Integrate micro-targeting and creative
automation for Precision Campaigns
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3 Keys to Precision Campaigns
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1.
Automated campaign creation and audience selection
toolsets Platforms that can automate the process of cloning campaigns, and
modifying multiple campaigns through actionable reporting interfaces
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2.
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Proven methods of automating the creative process:
Dynamic creative providers, which link up a database and
automatically create multiple versions of an ad on the fly
Template-based creative tools, that enable many different
versions of file creative to be rapidly generated across multiple
sizes
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Test, Test, Test:
© 2010 AdReady, Inc. Confidential
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3.
Buying platforms: Enable integrated access to micro-
targeted audiences through publishers, exchanges,
networks and data providers
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Result
Precision Campaigns. Breakthrough Results
When the three items above are integrated together in a
seamless environment, marketers can leverage them for
Precision Campaigning. This overall methodology drives
excellent campaign results, while reducing campaign
production costs and total cost to manage, thereby
maximizing working media dollars.
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A lot of people are doing this!
AdReady has over 100 travel and hospitality clients
Clients range from agencies, hotels and resorts, airlines,
CVB’s, hospitality companies, and more.
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Whitepaper Offer
Whitepaper “Precision Campaigns: Integrating
Creative Automation & Micro Targeting”
E-Mail: JKHancock@adready.com
Thank You
© 2010 AdReady, Inc. Confidential
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US Travel Association Tradeshow
Marketing Outlook Forum – 2010
Oct. 26-28
At Marketing Outlook Forum, the travel industry shares:
Most recent forecasts
Industry's best marketing practices
Peer to peer networking opportunities
Caesars Palace Hotel, Las Vegas http://www.ustravel.org/events/marketing-outlook-forum
AdReady Bronze Sponsor
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AdReady Partner Summit
Sep. 22 & 23rd
Seattle, Wa - Bell Harbor International Conference Center
Here is a quick overview of what you can expect at the conference:
The very first look at our enhanced display ad technology platform, AdReady 3.0
Insight from industry leaders including:
Clark Kokich, the Chairman of Razorfish
Omar Tawakol, the CEO of BlueKai
Extend your reach by networking with industry peers and AdReady executives
and technologists.
Learn valuable best practice tips around Digital advertising
Participate in product training sessions
one-on-one consulting sessions
http://Learn.AdReady.Com
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Q&A
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