personalized advertising technology in the travel …...• largest ota in the americas • ota:...

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



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


WHOM

do I want to reach?

1. Running Advanced Retargeting Campaigns

Audience – without Segmentation


Audience Split – Travel Category Segments


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


WHOM

do I want to reach?

HOW & WHERE

do I reach them?

Dynamic Display Ads

Programmatic Native Ads

Creative


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


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)

Thank you!


Sociomantic Labs


CVC Brazil


Sociomantic Labs


CVC Brazil

Thank you!

personalized advertising technology in the travel …...• largest ota in the americas • ota:...

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