Emerce Performance 2016 - Nick Brandts (Transavia)

Digital advertising @Transavia

Now and tomorrow

Nick BrandtsHead of Direct Sales – [email protected]

Transavia: 50 years of flying in Europe

FR 4 bases

25 aircraft

DE1 base

4 aircraft

Charter & scheduled since 1965

Part of Air France / KLM since 2003

Fleet size 2016: 67

NL3 bases

38 aircraft

100+ destinations10 million passengers

New brand2015

New e-comm platform

7 languages5 mio visits p/m

Our mission

To make affordable flying accessible to everyone

Our goal

We want to offer the best digital customer experience

Our job is to fill these seats

But we have lots of competitors...Image Source: http://www.erdekesvilag.hu/

…and customer behavior is complex

Search

Website

E-mail

Reviews online

Social media

Print ads

Mobile Search

Display ads

(and complexity is increasing)

Relevancy is key: Right message @ the right time...

➢ Maximizing performance through storytelling: Touch, Tell, Sell

➢ Create relevant messages by using internal & external data

➢ Continuously improve & explore new possibilities

Our campaign approach

Storytelling in campaigns: Touch Tell Sell

TELL

SELL

USP banners

Video kickoff

View Click Funnel Untouched

DCR banner

Video follow-up

SCR banner

Social Activation Ad

TOUCH High impact mediaReach, Awareness

USP banners, Social activationSoft Conversion

Dynamic retargetingConversion

Increasing relevancy by using data sources

External data

•Weather

•Snow height

•Intent data (travel / activity / musea /

anything…)

Internal data

•Retargeting data

•Availability data (API): # of seats available

•Prices / budgets

Continuously improving & new opportunities

Continuously improve on current platforms

Explore new opportunities / platforms

Measure

Analyze

Improve

Implement

Case 1: Last minute campaign

Last minute - Real time inventory

https://vimeo.com/174375636




Real time inventory on all touchpoints

The results

➢ DOOH reach (regional): 80-85%

➢ Display performance vs last year: • Impressions: ~8 mln• #conversions: +53%• #attr. conversions: +74%

➢ And a lot of learnings

Case 2: Winter sport campaign

Winter sport: conditional advertising

time

spen

d


time

generic adBaseline

spen

d


time

basic ad

snow height adConditional

generic ad

spen

d

Baseline


time

basic ad

snow height ad

snow isfalling

adConditional

generic ad

spen

d

Baseline

Conditional advertising

Use to triggera condition an action

Conditional advertising

Use to trigger

LocationWeatherSnow heightFlight availabilitySearch data (trends)CRM dataany other trigger

MessagingBidsCreativesD-OOH (on/off)Digital Radioany other action

Case 3: Dynamic retargeting

Dynamic retargeting on interest

Tomorrow ➢ More automation: Conditional

campaigning. Use triggers to improve message, creatives



➢ Add more relevancy in Touch and Tell (contextual, themes, video!)



➢ Add more relevancy in Touch and Tell (contextual, themes, video!)

➢ Expand our ecosystem (Customer profiles, DMP, API’s)

Learnings

➢ Test, learn, improve & repeat

Learnings


➢ Think in Customer Journeys, not in channels or touchpoints

Learnings



➢ Don’t focus too much on tools, but think about the ecosystem

Learnings



➢ Don’t focus too much on tools, but think about the ecosystem

➢ Automate!

Emerce Performance 2016 - Nick Brandts (Transavia)

Data & Analytics

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