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
• 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
About
Programmatic
Audience Creative
Optimization Results
and Sales
Placement
Where This Presentation is Heading
What is
programmatic advertising?
Classic Advertising Bulk Buying and Messaging
Programmatic Advertising Individual Price and Message per User
Display Advertising Then and Now
<70 MILLISECONDS
Programmatic means real-time, dynamic, personalized ads
bought faster than the blink of an eye…
…on just about
every website out
there…
…across all connected devices – Mobile, Tablet & Desktop.
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?
Audience
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
1. Running Advanced Retargeting Campaigns
Audience – without Segmentation
2. Running Advanced Retargeting Campaigns
Audience Split – Travel Category Segments
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
4. Running Advanced Reach Campaigns
Retargeting
Reach
Targeting Prospects – Expand the Audience
Placement
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
Dynamic Display Ads
Programmatic Native Ads
Creative
Programmatic: The User-Centric Channel
WHOM
do I want to reach?
HOW & WHERE
do I reach them?
WHAT
should I show them?
Reaching CVC Prospects with Destination Co-Marketing
Different suppliers of
CVC
Destinations:
- Portugal
- Barbados
- Las Vegas
- Aruba
Personalized Dynamic Ads
Advertiser
Co-Marketing
Brand = Destination
Personalized
Message
Co-Marketing: Ads for Each Destination
Optimization
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?
Collaborative Testing & Learning
EVALUATE
PERFORMANCE
ESTABLISH
BASELINE
AND GOALS
MONITOR
YOUR TEST
BEGIN YOUR
TEST
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
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
Results
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
Define your perfect audience
Co-Marketing with Destinations in E-Travel
User-individual approach
Win-Win-Win (Traveler, Destination, OTA)
Q&A
Thank you!
Lothar Krause VP Global Advisory Services
Sociomantic Labs
Alipio Camanzano Online Channel Director
CVC Brazil
Lothar Krause VP Global Advisory Services
Sociomantic Labs
Alipio Camanzano Online Channel Director
CVC Brazil
Thank you!