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