With global programmatic ad spend expected to reach nearly $64 billion in 2018, it has become a marketing tactic that is hard to ignore. In our Hotelier’s Guide to Digital Marketing, we explore how to use programmatic display to increase direct bookings.
Marketers no longer have to hope for the best when it comes to whether their messages will reach travelers. With programmatic, through the use of data science and algorithms, you can reach people with the right ads, at exactly the right time.
What is programmatic display?
Programmatic display is the automated process of buying and selling ad inventory through an exchange, allowing advertisers to connect with publishers. Through using automated technology and real-time bidding, targeting in-market travelers has become less of a guessing game, and more of an exact science. It allows marketers to reach travelers when and where they are in their paths to purchase.
What are the benefits for travel?
In an already crowded online space, with travelers bouncing to multiple sites across multiple devices, it’s increasingly hard for brands to stay top of mind. So why is programmatic the answer? It not only allows you to target travelers at the perfect moment but can also be personalized, pulling from travelers’ previous search patterns. This can include previously viewed properties, complimentary breakfasts, or other properties that a brand has to offer. By layering personalization into your programmatic efforts, it provides the traveler with offers that are reflective of their needs at just the right time.
How to do programmatic successfully
Sojern partnered with Hertz to drive incremental business to their key European markets. “We had success through other online channels but were looking for a partner with deep programmatic roots and travel expertise,” said Carine Veyrat, Director Digital Marketing, so Hertz booked a test campaign on the basis of Sojern’s expertise in the car rental market and the ability to reach in market.
And the results? When Hertz implemented programmatic display to their marketing mix, we were able to drive more than 45,000 bookings over a period of 9 months. “Through this,” continued Veyrat, “We’ve been able to reach a new set of customers in a cost-efficient way.”