PROGRAMMATIC ADVERTISING & BENEFITS TO TRAVEL SUPPLIERS. Presented By: Faheem M. Dayala

Transcription

1 PROGRAMMATIC ADVERTISING & BENEFITS TO TRAVEL SUPPLIERS Presented By: Faheem M. Dayala

2 AGENDA Programmatic Simplified: Myths and Understanding True Value Practical Tips to Eliminate Guesswork Retargeting 2

3 PROGRAMMATIC SIMPLIFIED: MYTHS & UNDERSTANDING TRUE VALUE 3

4 PROGRAMMATIC DOMINATES DISPLAY AD SPEND In 2016, US programmatic digital display ad spending will reach $22.10 billion. That s a jump of 39.7% over last year, and represents 67.0% of total digital display ad spending in the US. 4

5 PROGRAMMATIC SIMPLIFIED Traditional Programmatic Targets Web Content Targets People Serves your ads only on sites that are relevant to your product Serves ads to people that are in market for your product Limited inventory Upper funnel traffic Inventory is exponentially more than traditional since it s not limited to site content Manual optimizations required Drives qualified upper funnel traffic Optimizations are automated

6 PROGRAMMATIC SURPASSES PAID SEARCH Display ad spend to eclipse search ad spending in the US for the first time. 6

7 DIGITAL & AMERICAN TRAVELERS 48% of Americans surveyed indicated search engines are the primary place to begin when researching travel. Search engines provide for a unique opportunity no other channels provide for and that is the ability to identify and qualify travel intenders. Not to take display spend surpassing paid search spend out of context - American travelers do start at the search engine. 7

8 TRAFFIC CLASSIFICATION VIDEO EARLY IN RESEARCH PHASE DISPLAY AFFILIATES SOCIAL INTERMEDIATE RESEARCH PHASE PAID SEARCH SEO/ORGANIC LOOKING TO CONVERT 8

9 MACHINE + MAN NOT MAN VS. MACHINE CAMPAIGN While AI learning, automation and technology is the backbone, human guidance and intervention is needed for success. 9

10 PRACTICAL TIPS TO ELIMINATE GUESSWORK 10

11 HUMAN GUIDANCE If the vendors/agencies tell you let the AI figure it out, that s a red flag for you to find a new ad partner. 11

12 REPORTING & DASHBOARDS DSP dashboards and reporting is available and helpful but not enough 12

13 FOR TRANSPARENCY CREATE YOUR OWN REPORTING However often DSP reports can have limitations on historical data and can be fragmented. Creating your own reporting will provide transparency and visibility that DSPs may not. Adservers can help do just that. 13

14 WITHOUT AD SERVER 1 VENDOR User goes to site & converts 2 VENDOR 3 VENDOR 1 online conversion occurred BUT ALL 3 vendors count a conversion 3 Separate vendors serve an ad to the same user Online Conversion I Vendor Conversion III 14

15 WITH AD SERVER User goes to site & converts 1 VENDOR 2 VENDOR 1 online conversion occurred Ad Server determines 1 vendor to attribute conversion to. 3 rd Party Ad Server 3 VENDOR 3 Separate vendors serve an ad to the same user Online Conversion I Vendor Conversion I 15

16 RETARGETING 16

17 MANY FORMS OF RETARGETING Paid search Display Paid social All Other Channels Drive traffic to the website Once users leave the Website stay on top of mind with aggressive remarketing Retargeting has many forms use all the forms available to stay top of mind of prospects/non-converters! Longer the consideration phase consider to add more remarketing touch points. 17

18 DYNAMIC DISPLAY ADS Dynamic ads typically work well but it key to fully understand capability of your ad partner and your product offering. 18

19 LAYERING 1 ST PARTY DATA Site Behavior Database Ability to layer 1 st party data such as site behavior and/or CRM data to get aggressive with retargeting can and will improve remarketing performance. 19

20 THANK YOU! For Questions Reach Out To: Faheem Dayala Director of Digital 20