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Case Study: How Harrah’s Revamped its Display Ad
Campaigns to Boost Sales
Melanie Gee, Associate Media Director, Neo@OgilvyNancy Marzouk, VP of Strategic Partnerships, Netmining
World’s largest casino entertainment company that owns or manages casino resorts on four continents.
Client background:
Drive bookings at efficient ROAS
Objective:
Solution: Highly targeted remarketing
By retargeting booking abandoners
Why Netmining?
Segmented Remarketing Smart RemarketingBehavior Caesars
Las Vegas
Caesars
Atlantic City
Visited Page? Yes Yes
Possible Interest?
Las Vegas Atlantic City
Behavior Caesars
Las Vegas
Caesars
Atlantic City
Visited Page? Yes Yes
Avg. Time Spent 30 secs 4 mins 15 secs
Recency last week yesterday
Frequency rarely often
Purchase History never recent
True Interest Las Vegas Atlantic City
Solution: Increase ROI by targeting visitors most likely to make purchase
Caesars.com Visitors
Results:
KPI ROAS
Better than travel endemic sites
Better than socialgraph targeting
Better than other retargeting networks
Results:
Total Reservations & Revenue
KPI Booking Volume
Key Takeaways:
Stay Ahead of the Game• Look for ways (smart remarketing and targeting) to increase efficiency and lower CPAs • Identify publishers (based on reach, inventory, and competitive pricing) and test performance• Use economic trends and analysis to identify where to capitalize more aggressively• Use cookie pools and additional prospecting segments to build and retain a larger customer base
Know Your Market• Be cognizant of current market conditions for all properties• Keep messaging relevant to consumers• Incorporate the growing social space• Take a different standpoint from your competitors and increase SOV
Questions