the darwin approach to digital advertising: adapt to the environment

The Darwin approach to digital advertising: Adapt to the environment.

Roger Hurni!Managing Partner/Chief Creative Officer Off Madison Ave@RogerHurni

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76% of marketing executives admit to not using behavioral data.

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Not Using Behavioral Data Using Behavioral Data

13% of marketers pushing segmented data and measuring results.

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Using Segmented Data Not Using Segmented Data

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Getting a sale isn’t a digital ad strategy.

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Create relevant advertising communication throughout the entire customer engagement.

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SalesBranding Informative

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Sales

Branding Informative

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Segmented Ad Experiences

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Talking!to friends

Thinking!about a trip

ResearchingCreating an

itinerary

In trip!planning

Sharing an experience

Adapting to changes

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Newspaper!Magazine!Local Sites!Out of Home!Television!Social Media

Search!Travel Niche!Behavioral!Social Media

Arizona Guide!Advertorial!Sponsored Content

OTA!Conquest!Search

Email Nurture!Search!API Open Table!TripAdvisor!Travelzoo!Social Media

Email!Forward! to a Friend!Banner

Email Nurture!Search!TripAdvisor!Travelzoo!Social Media

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Share your story

Planning

Inspiration

Intent

Pre-booking

Post Booking

Re-engagement

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A digital ad strategy isn’t made up of one big campaign executed everywhere.

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It’s lots of small campaigns that change over time as audiences interact with them.

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Thank You.

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