Vikas Gulati

Travel Distribution Summit, Asia 2011

May 19th , 2011

Audience Targeting to BoostDisplay Advertising ROI

US

$ b

n

+23%

Year

+18%

+21%

Online media Spends – Based on Publicis / Zenith Media WW advertising statistics

Online Display Advertising is back in ‘Vogue’

7 predictions for Display Advertising for 2015

1. 50% of online ads will have video in them

1. Mobile will become #1 screen for advertising

2. New metrics will emerge to measure success of ad campaigns

3. 75% of ads will become socially enabled

4. 50% of brand campaigns will run rich media in ads

5. 50% of all targeted display advertising will rely on real-time bidding

6. Display advertising will become a $50 billion industry

Key enablers for growth in Display Advertising

1. Video

2. Rich media

3. Social Media

1. Technology / RTB

2. Audience Targeting or Data Driven Marketing

Audience targeting or Data driven Online Marketing

Reach prospects who search but haven’t reached your website

SearchSearch

Re-targeting Site

Re-targeting

Speak to customers who visit your website but didn’t convert

New Tools in the Toolbox

How does search re-targeting work ?

User does a search and clicks on travel offer & visits any website

User does a search and clicks on travel offer on Publisher website

User leaves and visits any website in the same network

User is served the travel offer/ banner from the advertiser based on user interest

User is sent to the advertiser website and buys

STARWOOD CASE STUDY – SEARCH RE-TARGETING

Marketing Challenge – Limited budgets, Drive customer bookings, Benchmark CPA

1.

+

Identification of Travelers looking for Hotels on Sprice and its affiliate partners

STARWOOD CASE STUDY – SEARCH RE-TARGETING

2. Retargeting the users with the same brand messages on the Sprice Partner Network

STARWOOD CASE STUDY – RESULTS

RON

100

Search Re-targeting

240

CTR Index

100

60

Cost per Booking Index

RON Search Re-targeting

How does Site re-targeting work ?

User visits advertisers website and leaves w/o buying

User leaves and visits any website in the same network

User is served the travel offer/ banner from the same advertiser

User is sent back to the advertiser website and buys

AMEX TRAVEL INSURANCE CASE STUDY – SITE RE-TARGETING

Marketing Challenge – Drive Online Conversions for Amex, Focus on Site Visitors & New Travelers

1. Identification of Amex Site visitors

or

2. Travelers searching for Flights

AMEX TRAVEL INSURANCE CASE STUDY – SITE RE-TARGETING

2. Retargeting the users with the same brand messages on the Sprice Partner Network

RON

100

Re-targeting

320

CTR Index

100

156

Conversion Index

RON Re-targeting

AMEX TRAVEL INSURANCE CASE STUDY – Results

What clients have to say

“I have been running AMEX Travel Insurance campaign for a few months on Sprice Travel Network. Even though I had to cut budgets from other networks with massive reach just to test out Sprice, it was well worth it. With their sophisticated targeting capabilities, the conversion rates increased higher, even more than double the conversion rates of other networks and their eCPA delivery is by far superior to any other network.  

I’m really impressed with the Network performance.”

Isabel Castro, Neo@Ogilvy

Thank you

vikas.gulati@sprice.com

twitter : @vikasgulati

Linkedin: http://sg.linkedin.com/in/vikasgulati