The next chapter in digital advertising

Performance is everything

Widhadh Waheed

Director of eBusiness

@widhadh

0˚350˚340˚330˚320˚310˚300˚290˚ 10˚ 20˚ 30˚ 40˚ 50˚

60˚

70˚

80˚

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100˚

110˚

120˚130˚140˚150˚160˚170˚180˚190˚200˚210˚220˚230˚240˚250˚

260˚

270˚

280˚

Singapore

Tokyo

London

Vienna

Moscow

Istanbul

Toronto

Hong KongMacau

Haikou

Sanya

Xian

Sydney

Taipei

Beihai

Fuzhou

Bangkok

Harbin

Yangon

Doha

Beijing

Jakarta

Manila

Shanghai

Ningbo

Dubai

Mumbai

Bangalore Chennai

Abu Dhabi

New Delhi

Muscat

Cairns

Cebu

Kota KinabaluKuala Lumpur Putrajaya

Manzhouli

Ulaanbaatar

Changchun

Changzhou

QufuJinan

TianjinTangshan

Qinhuangdao

Yangzhou

Dalian

Penang

Tainan

Surabaya

Shenzhen

Boracay

HangzhouNanchang

NanjingChengdu

Diqing

ChongqingLhasa

Guilin

SuzhouWuhan

Wenzhou

Baotou Huhhot

Qingdao

Zhongshan

Guangzhou

Fiji Islands

Chiang Mai

Shenyang

Paris

Maldives

Vancouver

Johor Bahru

80+ Hotels

4 Brands

Meta Search Overview

TripAdvisor, Qunar, Trivago and Google HPA (2015)

Overall ROI for 2014: 10.1

CPC: $1.44 usd.

Challenges:

-each meta search engine is unique

-bidding strategies for one don’t always apply to the other

-keeping track of bidding for over 80 hotels across multiple IP’s

Personalized Services Originate from Data

776,102 message views

3.1 million banners placed

173 conversions

6.2 global ROI achieved

Programmatic advertising

based on segmentation

Segmentation:

1. Someone who has just booked a

flight

2. A location specific search on a travel

meta search site

1.Visits Site

2. Leaves

Without Booking

3.Gets shown an Ad

4. Returns to Site

Test & Learn 15-20 days Identification of top performers, cookie segments, time, geographical

area, placements, creatives…

CPM-a Campaign lifetime

PROSPECTION OPTIMISED DYNAMIC DELIVERY

CPA sum

CPA

Objective

achieved

Real time & constant optimisation on 70 criterias Volume of impressions

Conversion

7%

11%

82%

Audience Buying

Prospecting

Retargeting

Dynamic Ad Content

300 x 250

CTR: 0.14%

ROI: 32.98

728 x 90

CTR: 0.08%

ROI: 27.97

Jun Jul Aug Sep Oct

ROI 33.61 44.82 46.69 15.57 12.7

Some hotels had as high as 86.6 ROI

Boracay hotel, diving in Boracay, spa in Boracay,

Valentines ideas Boracay, hiking in Boracay,

Flights from Hong Kong to Boracay

Serendipity to generate booking intent

Highly relevant content Right Time Right Place

1. Harmony from ad to website/mobile

2. On the fly content delivery across the board

3. Highly personalized offers

4. Brand value partnerships

Thank you