search retargeting and remarketing
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TRANSCRIPT
Vikas Gulati
Travel Distribution Summit, Asia 2011
May 19th , 2011
Audience Targeting to BoostDisplay Advertising ROI
US
$ b
n
+23%
Year
+18%
+21%
Online media Spends – Based on Publicis / Zenith Media WW advertising statistics
Online Display Advertising is back in ‘Vogue’
7 predictions for Display Advertising for 2015
1. 50% of online ads will have video in them
1. Mobile will become #1 screen for advertising
2. New metrics will emerge to measure success of ad campaigns
3. 75% of ads will become socially enabled
4. 50% of brand campaigns will run rich media in ads
5. 50% of all targeted display advertising will rely on real-time bidding
6. Display advertising will become a $50 billion industry
Key enablers for growth in Display Advertising
1. Video
2. Rich media
3. Social Media
1. Technology / RTB
2. Audience Targeting or Data Driven Marketing
Audience targeting or Data driven Online Marketing
Reach prospects who search but haven’t reached your website
SearchSearch
Re-targeting Site
Re-targeting
Speak to customers who visit your website but didn’t convert
New Tools in the Toolbox
How does search re-targeting work ?
User does a search and clicks on travel offer & visits any website
User does a search and clicks on travel offer on Publisher website
User leaves and visits any website in the same network
User is served the travel offer/ banner from the advertiser based on user interest
User is sent to the advertiser website and buys
STARWOOD CASE STUDY – SEARCH RE-TARGETING
Marketing Challenge – Limited budgets, Drive customer bookings, Benchmark CPA
1.
+
Identification of Travelers looking for Hotels on Sprice and its affiliate partners
STARWOOD CASE STUDY – SEARCH RE-TARGETING
2. Retargeting the users with the same brand messages on the Sprice Partner Network
STARWOOD CASE STUDY – RESULTS
RON
100
Search Re-targeting
240
CTR Index
100
60
Cost per Booking Index
RON Search Re-targeting
How does Site re-targeting work ?
User visits advertisers website and leaves w/o buying
User leaves and visits any website in the same network
User is served the travel offer/ banner from the same advertiser
User is sent back to the advertiser website and buys
AMEX TRAVEL INSURANCE CASE STUDY – SITE RE-TARGETING
Marketing Challenge – Drive Online Conversions for Amex, Focus on Site Visitors & New Travelers
1. Identification of Amex Site visitors
or
2. Travelers searching for Flights
AMEX TRAVEL INSURANCE CASE STUDY – SITE RE-TARGETING
2. Retargeting the users with the same brand messages on the Sprice Partner Network
RON
100
Re-targeting
320
CTR Index
100
156
Conversion Index
RON Re-targeting
AMEX TRAVEL INSURANCE CASE STUDY – Results
What clients have to say
“I have been running AMEX Travel Insurance campaign for a few months on Sprice Travel Network. Even though I had to cut budgets from other networks with massive reach just to test out Sprice, it was well worth it. With their sophisticated targeting capabilities, the conversion rates increased higher, even more than double the conversion rates of other networks and their eCPA delivery is by far superior to any other network.
I’m really impressed with the Network performance.”
Isabel Castro, Neo@Ogilvy
