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TRANSCRIPT
Confidential & Proprietary
ITB Berlin March 2018
Shoot for the Average,
Miss the Target Stephen Taylor, SVP & MD
2 Confidential & Proprietary
Agenda
The Evolution of Travel Marketing
Uncovering the Modern Traveller’s Path to Purchase
Marketing to the Modern Traveller
Confidential & Proprietary
Travel’s Direct Demand
Engine Specialising in traveller path-to-purchase data for over a decade, Sojern
activates multi-channel branding and performance solutions built on
predictive data science, billions of search and booking intent signals,
and real-time analysis of the world’s traveller profiles.
Partner with us to experience the difference in our results and see how
we drive measurable brand lift and performance—delivering $10B+ in
bookings for our clients to date.
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300x250
We used to advertise in
magazines or websites
you thought your
customer might visit.
Advertising Then
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Travel Planning
Then
Travellers worked with
travel agents or directly
with brands to book trips.
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300x250
160
X
600
Advertising Now
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Travellers visit, on
average, 140 sites
in a 45-day path to
purchase. 2016, Expedia
Travellers visit, on
average, 38 sites
before booking a
vacation. 2013, Expedia
Travel Planning Now
+268% in 3 years
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New Report
Sojern Uncovers the
Modern Traveller’s Paths to
Purchase
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Using search and booking activity
across cruise, flight, hotel, car,
OTAs, meta, and brand sites
including online transactions, such
as travel dates, brand selection,
device of choice, and user
origination, we analyse
anonymous travellers in real time
as they plan their travel.
We start with real people and their real activities.
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Dreaming Planning Booking
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Marketing to
the Modern
Traveller
Discover
Plan
Book
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How you view the customer’s journey.
Serve
Generic
Ad
Visit
About
Chicago
Purchase
LA Trip
The Path an Advertiser Might See
Retarget
About
Chicago
18 Confidential & Proprietary
Serve
Generic
Ad
Visit
About
Chicago
in July
Purchase
LA Trip In
June
The Total Path
Content
View
about
LA
OTA
Search
about
LA in
June
Competitor
Search
about
Chicago in
December
Purchase
London
Trip In
April
Search
About
Tokyo In
January
Buy
Chicago
Trip in
July with
OTA
Search
about
London in
April
Buy Dec
Chicago
Trip with
OTA
Retarget
About
Chicago
Serve LA Ad?
Serve LA Ad?
Stop serving
London Ads?
High Value
Customer
Offer?
Include LA
Content?
Special Offer
for Chicago in
December?
Stop serving
Chicago summer
Content?
Retarget About
Chicago in
July? Intelligence
Layer Serve Chicago
Thanksgiving
Message?
Serve London
Ad?
Retarget
About Tokyo?
Stop Serving
Chicago
Content?
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Total Audience
Audiences Known
to Sojern
Offsite Behaviour Of
Your Audiences
Where Sojern Operates
Known
Audience
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Attract, Engage & Convert High-Value Travellers
Products That Span the Path to Purchase
Video
Video exchanges (all formats), YouTube,
Adapted Audiences, Facebook & Instagram
Interactive & Performance Display
Mobile + desktop, rich media, IAB Rising
Stars, Native, Dynamic Creative Optimisation
App Installs & Engagements
Acquire new app users, target app
engagements
Facebook (& Instagram)
Dynamic Ads for Travel (DAT), best in class
management & traveller insights
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300x250
160
X
600
Advertising Now
Real-time intent data
+
Industry-leading data science
+
Multi-channel strategies
=
Targeting the right traveller at the right time
on the right device with the right message.
