Precision Campaigning in the Travel Market

Jamie LomasVP of Sales and Client Services

AdReady, Inc.

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Background

(Things you already know but are important to our

discussion)

Travel marketers are:

Early adopters of new ad mediums (and new tactics in general)

Pioneers in digital ad technology

Why is travel so far ahead of the curve?

Intense competition

Thin margins

Consumers researching and transacting online

Why has display always been an important component?

Visual imagery is key (aspirational views of the product)

Time based offers, Price changes and promotions are key

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Growth and Diversification

Total ad spend in the US is rebounding Global ad spend in the first quarter of 2010 increased 12.5 percent year-on-year totaling

USD $110 billion – Nielsen

Online advertising continues to grow US Internet advertising increased from $22.1 B in 2009 to $25.1 B in 2010. Continued growth

is forecasted for 2011. - eMarketer

Online display advertising continues to grow Online display advertising impressions in the U.S. totaled 1.1 trillion in the first quarter in

2010, an increase of 15% over the previous year. - ComScore

In travel sector, growth in spending on display According to Nielsen, Travel industry display ad impressions were up 28% between

September 2009 - August 2010

In Travel sector, display spending is diversifying Airlines account for about 29% of display ad impressions in the travel industry today. That

said, overall market spend has been shifting to other areas in the Travel Industry, such as

hotels and destination resorts. – NewMediaTrends

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Consumer Research Diversification

Consumers continue to research travel online

When planning a trip, how many websites do you usually visit?*

1: 1% (US) and 5% (non-US)

2-5: 34% (US) and 48% (non-US)

6-10: 35% (US) and 27% (non-US)

11-15: 10% (US) and 7% (non-US)

16-20: 4% (US) and 3% (non-US)

20+: 16% (US) and 10% (non-US)

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*ETC New Media Trend Watch

2010

65% of consumers visit at least 6

different web sites to plan one trip!

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Timeline of Recent Advances

Advertising networks 1998

Behavioral targeting 2001

Advertising exchanges 2003

Demand side platforms 2006

Dynamic creative 2007

Data exchanges 2007

Precision campaigning 2007

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Precision Campaign Promise:

To improve the ability of marketers to

achieve their overall goal: to deliver the

right message, to the right person, at

the right time thereby, increasing ROAS

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What is a Precision Campaign?

A new way to cost effectively reach your micro-targeted

audiences with unique, tailored messages

How would you answer the questions below? How would you advertise a specific promotion or offer that was unique to a

region, state, DMA or zip code?

How would you deliver a custom re-targeted advertisement with unique creative

that coincides with the pages that your prospect viewed on your website?

If you wanted to do either of these things at scale, with multiple geo targeted

audience segments, retargeting segments or many different offers or

promotions, could you do it cost effectively?

Is the ad creative that you’ve built for each audience segment precisely correct

to maximize your return on ad spend?

If you wanted to optimize the creative for your display advertising campaigns for

optimal performance would you be able to do this in a cost effective way? More

importantly, would you be able to optimize the specific creative targeted to a

specific user or placement?

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Who Needs Precision Campaigns?

An airline carrier that needs to quickly start and stop

hundreds of specific price promotions to small localized

audiences and “in market” travel purchasers

A hospitality company that manages multiple properties with

specific geotargeting needs

A resort and casino that has multiple offers that change

rapidly based on season, entertainment, hotel rooms, and

gambling

A corporate travel agency that has many different landing

pages for different types of lead generation and needs

custom creative for each landing page

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The Challenge:

In the past these Precision Campaigns were difficult to implement

because:

It was too complicated to implement these strategies in a cost-effective

way

Production of digital creative was too expensive

Display media is increasingly fragmented and requires high minimums

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Previous Solutions:

Settle for more generic campaigns where different

audience segments aren’t communicated to with unique

messages, and lots of different messages aren’t tested in

order to find the true winners

Result: poor campaign performance

Put time, effort and expense into running detailed

micro-campaigns using existing solutions

Result: unsustainably high costs to manage (i.e., overhead

costs equal or exceed working media costs)

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Today’s Solution:

Integrate micro-targeting and creative

automation for Precision Campaigns

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3 Keys to Precision Campaigns

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1.

Automated campaign creation and audience selection

toolsets Platforms that can automate the process of cloning campaigns, and

modifying multiple campaigns through actionable reporting interfaces

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2.

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Proven methods of automating the creative process:

Dynamic creative providers, which link up a database and

automatically create multiple versions of an ad on the fly

Template-based creative tools, that enable many different

versions of file creative to be rapidly generated across multiple

sizes

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Test, Test, Test:

© 2010 AdReady, Inc. Confidential

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3.

Buying platforms: Enable integrated access to micro-

targeted audiences through publishers, exchanges,

networks and data providers

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Result

Precision Campaigns. Breakthrough Results

When the three items above are integrated together in a

seamless environment, marketers can leverage them for

Precision Campaigning. This overall methodology drives

excellent campaign results, while reducing campaign

production costs and total cost to manage, thereby

maximizing working media dollars.

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Confidential Information

A lot of people are doing this!

AdReady has over 100 travel and hospitality clients

Clients range from agencies, hotels and resorts, airlines,

CVB’s, hospitality companies, and more.

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Whitepaper Offer

Whitepaper “Precision Campaigns: Integrating

Creative Automation & Micro Targeting”

E-Mail: JKHancock@adready.com

Thank You

© 2010 AdReady, Inc. Confidential

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US Travel Association Tradeshow

Marketing Outlook Forum – 2010

Oct. 26-28

At Marketing Outlook Forum, the travel industry shares:

Most recent forecasts

Industry's best marketing practices

Peer to peer networking opportunities

Caesars Palace Hotel, Las Vegas http://www.ustravel.org/events/marketing-outlook-forum

AdReady Bronze Sponsor

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Confidential Information

AdReady Partner Summit

Sep. 22 & 23rd

Seattle, Wa - Bell Harbor International Conference Center

Here is a quick overview of what you can expect at the conference:

The very first look at our enhanced display ad technology platform, AdReady 3.0

Insight from industry leaders including:

Clark Kokich, the Chairman of Razorfish

Omar Tawakol, the CEO of BlueKai

Extend your reach by networking with industry peers and AdReady executives

and technologists.

Learn valuable best practice tips around Digital advertising

Participate in product training sessions

one-on-one consulting sessions

http://Learn.AdReady.Com

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Q&A

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