Personalized Advertising Technology in the Travel …...• Largest OTA in the Americas • OTA:...
Transcript of Personalized Advertising Technology in the Travel …...• Largest OTA in the Americas • OTA:...
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Lothar Krause VP Global Advisory Services
Sociomantic Labs
Alipio Camanzano Online Channel Director
CVC Brazil
Personalized Advertising
Technology in the Travel Industry CVC Case Study with Sociomantic Labs
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• Largest OTA in the Americas
• OTA: flight tickets, hotels, car rental,
exchange programs, cruises
• 1040 franchise stores in Brazil, 6500+
multi-travel agencies
• 4.5+ million monthly visits on cvc.com.br
• Personalized display advertising
• Full service
• 70+ markets
• 22 offices
• Full-funnel demand-side platform
(DSP)
• 100% proprietary tech
• Multi-device
• Multi-channel
Lothar Krause VP Global Advisory Services
Alipio Camanzano Online Channel Director
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About
Programmatic
Audience Creative
Optimization Results
and Sales
Placement
Where This Presentation is Heading
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What is
programmatic advertising?
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Classic Advertising Bulk Buying and Messaging
Programmatic Advertising Individual Price and Message per User
Display Advertising Then and Now
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<70 MILLISECONDS
Programmatic means real-time, dynamic, personalized ads
bought faster than the blink of an eye…
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…on just about
every website out
there…
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…across all connected devices – Mobile, Tablet & Desktop.
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Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
HOW
can I improve?
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Audience
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Programmatic: The User-Centric Channel
WHOM
do I want to reach?
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1. Running Advanced Retargeting Campaigns
Audience – without Segmentation
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2. Running Advanced Retargeting Campaigns
Audience Split – Travel Category Segments
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3. Running Advanced Retargeting Campaigns
Audience Split – Category & Travel Date Segments
Las Vegas
Barbados
Portugal
…
>5 weeks
2-5 weeks
<2 weeks
No date
>3 month
1-3 month
<1 month
No date
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4. Running Advanced Reach Campaigns
Retargeting
Reach
Targeting Prospects – Expand the Audience
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Placement
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Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
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Dynamic Display Ads
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Programmatic Native Ads
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Creative
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Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
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Reaching CVC Prospects with Destination Co-Marketing
Different suppliers of
CVC
Destinations:
- Portugal
- Barbados
- Las Vegas
- Aruba
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Personalized Dynamic Ads
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Advertiser
Co-Marketing
Brand = Destination
Personalized
Message
Co-Marketing: Ads for Each Destination
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Optimization
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Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
HOW
can I improve?
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Collaborative Testing & Learning
EVALUATE
PERFORMANCE
ESTABLISH
BASELINE
AND GOALS
MONITOR
YOUR TEST
BEGIN YOUR
TEST
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Choose the Right Measurements
Evaluation
• Performance KPIs
• Soft KPIs
• Other campaign objectives
Attribution
• Decide on an independent analytics tool
• Focus on the whole customer journey
(not just the last-click)
• Consider cross-device tracking
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Test and Learn: Every User is Different
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
HOW
can I improve?
• Set and optimize media and/or
performance KPIs per campaign
• Upgrade your attribution model
• Test and learn
• Employ different campaigns based
on the business model of the travel
advertiser
• Leverage your own data assets for
travel category and departure
dates
• Use co-marketing opportunities
• Overlay dynamic and native
ads for website visitors
• Adjust your strategy per device
• Adjust messaging and
pricing per customer segment
• Apply a multi-device
strategy and sync all
channels
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Results
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Our Case Study Results
Media Results Performance Results
• 10k new users
• 80% average new users from traffic
• 129 post-click sales, plus even more
phone and in-store sales
• Increased brand awareness
• Boosted website traffic
• Higher quality of traffic delivered to the
website
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Define your perfect audience
Co-Marketing with Destinations in E-Travel
User-individual approach
Win-Win-Win (Traveler, Destination, OTA)
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Q&A
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Thank you!
Lothar Krause VP Global Advisory Services
Sociomantic Labs
Alipio Camanzano Online Channel Director
CVC Brazil
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Lothar Krause VP Global Advisory Services
Sociomantic Labs
Alipio Camanzano Online Channel Director
CVC Brazil
Thank you!