Best Practices: Audience Targeting for Travel
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![[x+1], profile picture](https://cdn.slidesharecdn.com/profile-photo-xplusone-48x48.jpg?cb=1522822832)
The document discusses how [x+1] provides tools and services to optimize advertising campaigns through audience segmentation and targeting across online displays, search, websites, and mobile to drive higher returns on investment for their clients in the travel industry. [x+1] is able to use behavioral and demographic data to automatically serve tailored content and offers to different audience segments on publisher sites and their clients' own websites, which they claim generates significant incremental revenue through testing on Delta's landing pages.
![Audience Targeting for Travel
Optimizing for Higher ROI Across Onsite Offers and Media Campaigns with
[x+1]’s Integrated Platform
Presented at PhocusWright 2009
5/20/2010](https://image.slidesharecdn.com/bestpractices-audiencetargetingfortravel-100520111329-phpapp02/85/Best-Practices-Audience-Targeting-for-Travel-1-320.jpg)
![Who we are
[x+1] provides tools and services for advertisers and agencies to optimize results
from display media, search landing pages and websites.
Who we help](https://image.slidesharecdn.com/bestpractices-audiencetargetingfortravel-100520111329-phpapp02/85/Best-Practices-Audience-Targeting-for-Travel-2-320.jpg)
![The [x+1] Products](https://image.slidesharecdn.com/bestpractices-audiencetargetingfortravel-100520111329-phpapp02/85/Best-Practices-Audience-Targeting-for-Travel-3-320.jpg)
![Delta Landing Page Segments
[x+1] identifies 1700
discrete audience
segments, and can
serve those
segments unique
pages all from one
simplified dynamic
landing page
Proprietary and Confidential](https://image.slidesharecdn.com/bestpractices-audiencetargetingfortravel-100520111329-phpapp02/85/Best-Practices-Audience-Targeting-for-Travel-12-320.jpg)
![Impact is quantified against a hold-out
control cell
Personalization of Delta’s landing pages
drives lift and produces significant
incremental revenue:
In 6 months, [x+1] technology has
generated 40x ROI for Delta
• [x+1]’s incremental volume in placement A
is not cannibalistic to conversions from the
RTR on the homepage
• Through conversion tracking [x+1] has been
able to advise which creative copy and
imagery are most successful at driving ticket
sales](https://image.slidesharecdn.com/bestpractices-audiencetargetingfortravel-100520111329-phpapp02/85/Best-Practices-Audience-Targeting-for-Travel-13-320.jpg)
Best Practices: Audience Targeting for Travel
- 1. Audience Targeting for Travel Optimizing for Higher ROI Across Onsite Offers and Media Campaigns with [x+1]’s Integrated Platform Presented at PhocusWright 2009 5/20/2010
- 2. Who we are [x+1] provides tools and services for advertisers and agencies to optimize results from display media, search landing pages and websites. Who we help
- 4. We Drive Campaigns Using Data & Segmentation In Market Geographic Demo Customer (Context and Behavioral) + + Male High income + Surf Waikiki! Packages starting at $699
- 5. AUTOMATICALLY (Or by using audience segmentation & rules)
- 6. Both Onsite and Offsite Publisher Site Your Site Surf Waikiki! Packages starting at $699 Surf Waikiki! Packages starting at $699
- 7. Drive Loyalty Programs YOU ARE ALMOST THERE! Check out our lowest fare deals. Less than 500 “points” and you will be upgraded to gold status. 7
- 8. Build Relationships Middle Seat Monday? Sorry your flight was not perfect. Please accept free Wi-Fi on your next trip
- 9. Build Multichannel Reach Check In From Your Phone!
- 10. Find the right audience for Cross Sell/Upsell Car ad for Waikiki rental $29 Stay in a five star Waikiki hotel - Speed in Waikiki Upgrade for only 200 points! Waikiki is 10 hours away… Wouldn’t you rather sip champagne? Click here to upgrade your flight >
- 11. Let’s walk through how all this works: In Market Geographic Demo Customer (Context and Delta behavioral) + + Female High income + Skymiles Packages starting at $699
- 12. Delta Landing Page Segments [x+1] identifies 1700 discrete audience segments, and can serve those segments unique pages all from one simplified dynamic landing page Proprietary and Confidential
- 13. Impact is quantified against a hold-out control cell Personalization of Delta’s landing pages drives lift and produces significant incremental revenue: In 6 months, [x+1] technology has generated 40x ROI for Delta • [x+1]’s incremental volume in placement A is not cannibalistic to conversions from the RTR on the homepage • Through conversion tracking [x+1] has been able to advise which creative copy and imagery are most successful at driving ticket sales
- 14. To learn more about Audience Targeting, please contact Mike Dillon at mdillon@xplusone.com or call (203) 984-2403