my things etravelsummit_oct2013_4
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Programmatic AdvertisingCustomized for Travel
October 2013
Tanja SandersManaging Director Benelux, Nordics, ROW
Programmatic advertising and big data have disrupted the industry:
Greater campaign efficiencies
Improved ROI
Real time ad market today
RTB SpendWorldwide RTB-based spending will grow from $2.7 billion in 2012 to $20.8 billion in 2017
The programmatic opportunity
Mobile RTB SpendMobile RTB spend to quadruple in 2014, to reach $1.9 billion by 2016 (US only)
Real-Time Bidding in the United States and Worldwide,
2012-2017 (Sep. 2013)
Video RTB Spend Video RTB spend to nearly double in 2014, to reach $1.7 billion in 2017 (US only)
4x ~2x
10x
The programmatic opportunity
New “kids” on the block
Reportedly coming next
Knowledge is not shared with the true owners of the data
Campaign customization is limited
However, it’s a compromise
Real time ad market today
Limited campaign customization
Little ability to customize campaigns to meet specific business and branding goals
Real time ad market today
CUSTOMIZING PROGRAMMATIC ad campaigns in travel
UPGRADEDBUSINESS TRAVELER
LOYALTY CLUB MEMBER
FAMILYPLANNINGANNUAL HOLIDAY
Challenges of real time travel advertising
Leveraging BIG data which is even bigger in travel
Ultra-dynamic vertical- Need for great degree of flexibility
Keeping brand top-of-mind during prolonged decision-making process
Source:
67 DAYS
26.3SITES
60.4 VISITS OVER 27.1 SESSIONS
SPENDING TOTAL OF 4 HRS 48 MINUTES PRIOR TO PURCHASE
finding the right ad mix throughout this journey is a challenge
THE LONG JOURNEY OF TRAVEL CONSUMERS
Business-driven customization in travel
Adapting programmatic campaigns to fit an advertiser’s unique business & branding goals
CustomersProspects
Incremental revenue =A c q u i r i n g n e w b u s i n e s s +
m a x i m i z i n g v a l u e o f e x i s ti n g b u s i n e s s
Acquisition
Short term cross-selling
Long termrepeat
purchases
Loyalty club acquisition
Inspiration Awareness over time Ancillary
revenue
…and integrating them throughout the entire programmatic ad campaign chain
…and integrating them throughout the entire programmatic ad campaign chain
Customized creative
Customizedpricing models
Customized optimization models
Customized business-driven segments
Business-driven customization in travel
Customized segments
Consumer journey
Hotels, packages, flights
User activities
Engagement
User value
User geo location
CRM Data
Example 1: Families who
expressed interest in a package
deal with AOV+1000
Example 2: Loyalty club customers
who booked an exclusive vacation
in the past
Pinpoint targeting
Recommended retargeting segmentation plan in line with business goals
Ongoing
Customized segments
Seasonal
HIGH VALUE TRAVELERS
INTERESTED FAMILIES
PROSPECTSDEFAULT RESEARCH PHASE USERS
ALL USERSCHRISTMAS HOLIDAYS
ALL USERSLAST MINUTE DEALS
ADD SEGMENT
Inspiration
Awareness
AcquisitionAcquisition
Incremental revenue
Awareness over time
Acquisition
Incremental revenue
Repeat purchases
MIDWEEK SHOPPERS
Incremental revenue
Incremental revenue
Customized creatives Customized creatives
Non-template, fully customized creative
Segmented retargeting campaigns
Personalized products
Midweek shoppers Segment Price c
Seasonal retargeting Segment Price D
Interested families Segment Price B
Prospects Segment Price A
Customized optimization models
Man
Machine
Segment configuration
Segment pricing
Ongoing optimization Actionable data insights
Fine-tuned micro segmentation
Dynamic creative optimization
Highly efficient programmatic media buying
Lifetime value optimization
&
Taking a programmatic travel campaign to the next level
The impact of CRM data in travel:
Ability to leverage highly valuable data (e.g. data related to loyalty club & product margins)
Ability to accurately target users based on long term consumer view
The end result
Differentiated programmatic campaigns with unique pricing, creative, messaging and
sequence
For every user segment.
Based on over 7 million impressions
Wesley Koolen Roomport Internet Manager
“We are very pleased with the solid performance we keep on seeing with myThings. Coupled with its dedicated account services, we consider myThings to be an essential tool for increasing conversions in the travel vertical."
Success Story
”
” 0.64% CTR
Significantly higher than site average
5.2% PCCR
5-6x higher than standard display
From
black box to
glass box
New approach to display advertising
Segment-level audience transparency
Performance data Creative performance Analytics and Insights
Enhancing transparency
Media transparency
Domain-level performance
Top publishers per network
RTB win rates
% of new customers from each media channel
Enhancing transparency
To summarize
Current state of real time ad market:
Programmatic advertising disrupting industry
Taking it to the next level:
Nonetheless, it has created two key pains: uniformity and limited visibility
Customizing programmatic travel campaigns
Providing complete visibility into campaign
About myThings
100%
impressions per month
Partnerships with premium media networks & sites
employees proprietary platform
5 billion 7 billion 300+
150+ engineers, PhDs and data analysis experts
60+
RTB requests handled per day
Offices in 15 cities serving 30 markets
TOKYOMOSCOW
STOCKHOLM
MILANAMSTERDAM
LONDONPARISMADRID
NEW YORKSCOTTSDALE
SAO PAULO
WARSAW
TEL AVIVBERLINMUNICH
Thank you
Email: t a n j a . s a n d e r s @ m y T h i n g s . c o mMobile: 06 4 4 - 2 9 5 4 1 1
Twitter: @ t a n j a s a n d e r s
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