Old News: Travelocity Offers Hope in Evolution of Display Advertising

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Travelocity Offers Hope in Evolution of Display Advertising. Targeted Audience and Real-Time Campaign Updates Put Brand's Efficiency Ahead of the Industry Curve

An early sign of hope for the channel comes from Travelocity, whose best-performing online ad campaigns came after the No. 2 online travel agency sought to deliver customized messages based on its visitors' site search history.

Last year, the travel site dumped the old way of online display ads, such as serving up generic messages like "Find low fares on Travelocity. Book now." Its messages are now targeted in real-time based on visitors' most recent search activities.

Travelocity's targeted approach has yielded big improvements over its previous online campaigns; new campaigns require fewer ad impressions to convert site visitors to purchasers, driving Travelocity's cost-per-transaction down 79%. It also saw a 230% increase in bookings; click-through rates jumped 651%.

via adage.com
Wow, nice press release but unfortunately Vodafone was doing the same thing already two years ago with our help, I know we should have started writing our blog earlier. Back then we dynamically wrote Eyeblaster re-targeting tags into pages based on product pages visited, external search terms as well as internal site search terms which then allowed us to customize the display banner activity outside the Vodafone website. Drop us a line if you're interested in a similar solution to improve your media ROI. It's not rocket science, can be implemented quickly and only needs a bit of planning.




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