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Digital advertising @Transavia
Now and tomorrow
Nick BrandtsHead of Direct Sales – [email protected]
Transavia: 50 years of flying in Europe
FR 4 bases
25 aircraft
DE1 base
4 aircraft
Charter & scheduled since 1965
Part of Air France / KLM since 2003
Fleet size 2016: 67
NL3 bases
38 aircraft
100+ destinations10 million passengers
New brand2015
New e-comm platform
7 languages5 mio visits p/m
…and customer behavior is complex
Search
Website
Reviews online
Social media
Print ads
Mobile Search
Display ads
(and complexity is increasing)
➢ Maximizing performance through storytelling: Touch, Tell, Sell
➢ Create relevant messages by using internal & external data
➢ Continuously improve & explore new possibilities
Our campaign approach
Storytelling in campaigns: Touch Tell Sell
TELL
SELL
USP banners
Video kickoff
View Click Funnel Untouched
DCR banner
Video follow-up
SCR banner
Social Activation Ad
TOUCH High impact mediaReach, Awareness
USP banners, Social activationSoft Conversion
Dynamic retargetingConversion
Increasing relevancy by using data sources
External data
•Weather
•Snow height
•Intent data (travel / activity / musea /
anything…)
Internal data
•Retargeting data
•Availability data (API): # of seats available
•Prices / budgets
Continuously improving & new opportunities
Continuously improve on current platforms
Explore new opportunities / platforms
Measure
Analyze
Improve
Implement
Last minute - Real time inventory
https://vimeo.com/174375636
The results
➢ DOOH reach (regional): 80-85%
➢ Display performance vs last year: • Impressions: ~8 mln• #conversions: +53%• #attr. conversions: +74%
➢ And a lot of learnings
Winter sport: conditional advertising
time
basic ad
snow height adConditional
generic ad
spen
d
Baseline
Winter sport: conditional advertising
time
basic ad
snow height adConditional
generic ad
spen
d
Baseline
Winter sport: conditional advertising
time
basic ad
snow height ad
snow isfalling
adConditional
generic ad
spen
d
Baseline
Conditional advertising
Use to trigger
LocationWeatherSnow heightFlight availabilitySearch data (trends)CRM dataany other trigger
MessagingBidsCreativesD-OOH (on/off)Digital Radioany other action
Tomorrow ➢ More automation: Conditional
campaigning. Use triggers to improve message, creatives
➢ Add more relevancy in Touch and Tell (contextual, themes, video!)
Tomorrow ➢ More automation: Conditional
campaigning. Use triggers to improve message, creatives
➢ Add more relevancy in Touch and Tell (contextual, themes, video!)
➢ Expand our ecosystem (Customer profiles, DMP, API’s)
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not in channels or touchpoints
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not in channels or touchpoints
➢ Don’t focus too much on tools, but think about the ecosystem
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not in channels or touchpoints
➢ Don’t focus too much on tools, but think about the ecosystem
➢ Automate!