RTB FOR AIRLINES SEPTEMBER

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1 RTB FOR AIRLINES SEPTEMBER 2012

2 SUMMARY In this time of turbulence in the aviation industry, airlines have one thing in common, a focus on cost reduction and an increase in efficiency. This whitepaper provides an approach to online advertising where media buying strategies rely on a combination of data and technology bringing a high level of efficiency. Initially it was about cutting the waste out of the media spend, now we are talking about optimizing the price per individual ad and customizing the content of the ad to a unique consumer. This paper describes how to implement a complete data driven RTB setup for airlines, where revenue management, ecommerce and marketing come together. Boaz Shkolnik Industry Leader Travel YD TABLE OF CONTENTS 1. Introduction: Real Time Bidding for airlines 2. The future of RTB inventory 3. Buying strategies 3.1. Optimization strategies 3.2. First party data strategy 3.3. Audience targeting: 3rd party data strategy 4. The era of big data 4.1. Optimize on ROI and Load factor 4.2. Combine CRM data to target customers 4.3. Increase ancillary sales 5. Local advertising with a local message on a global scale 6. Conclusion: Master the entire customer experience.

3 1. Introduction: Real Time Bidding for airlines Internet has become the strategic focus as distribution channel for airline ticket sales. For some airlines, especially low cost, it can be the only means of distribution. Looking forward to the next strategic focus for all airlines who take their e-business strategy serious, the role of data and RTB, are breaking traditional marketing rules and deliver direct measurable ROI for their core and ancillary revenues. RTB is an automated media buying method which is comparable to an auctioning and stock trading system. Impressions are bought automatically via a trading platform, which is connected to the majority of networks and publishers worldwide. Most airlines use display advertising as a marketing tool for engagement and activation and its managed by the marketing department. The more evolved airlines use display advertising as a sales channel mostly managed by the e-commerce department focussing on online marketing KPIs. The good thing is that these advertisers are always driven by performance. The bad thing, however, is that it is hard to optimize the total ROI, because their main goal is selling as many tickets as possible. Now it is time to go one step further and optimize on load factor of airplanes in Real-Time and master the entire customer experience. How? By connecting multiple data sources with your online display channel and bridge the gap between revenue management, marketing and ecommerce. Display advertising via RTB has proven itself to be a profitable sales channel. While in 2005 online display was pronounced dead, RTB has revived this medium into the most flourishing channel at this time. The major driver of this development is an incredible improvement in return on investment (ROI). Most airlines have started experimenting with RTB, but have yet failed to jump in on all the opportunities RTB has to offer. This paper describes how to fully utilize RTB to generate the highest efficiency and optimize ROI. 2.The future of RTB inventory While the RTB economy is maturing, new types of inventory sources become available. Publishers increase their amount of qualitative ad space on RTB, the line between remnant/low cpm and premium inventory is fading. The key to this success is efficiency resulting from programmatic buying. Instead of manually calling a network to sign an IO for a specific campaign run for a certain period of time, with RTB impressions are bought and sold based on algorithms and business rules targeted at specific end users via automated auctioning platforms resulting in reaching only those people you want to target therfore eliminating waste and increase efficiency. While in the beginning of RTB, premium inventory was scarce, publishers are seeing their profits increase via ad exchanges therefore increasing volume by also making their premium inventory available. Normal display ad spaces according to IAB standards are the norm, but now it is time for the next step. New inventory sources are becoming available on RTB, such as RTB on social media, mobile, tablet, and rich media. Google, Yahoo, Microsoft and Facebook are offering ad serving capabilities for mobile via their ad exchange. Research shows that in Q1 2012, online and mobile RTB inventory grew by 120%* percent worldwide, RTB table inventory volume grew by 472%* and ad mobile volume by 289 %* These figures show that RTB is not only expanding on PCs, but is becoming the standard on how media bought on other devices as well. It is a matter of time, that commercials are being bought in Real-Time on TV for Video On Demand. Now that RTB is becoming the new standard on how online media is bought and sold, the key question is, how can we generate the best results? 3. Buying strategies Online display advertising via Real-Time Bidding is the only media channel where an advertiser can either PUSH or PULL its products or services in real-time. With ordinary advertising channels, such as TV, print, radio, social media or paid search, an airline shows one advertisement to a broad audience, usually to get their brand out there and a GRP* report. The strategy is aimed at touching many

4 users, hopefully interesting some of them in perhaps the special promotion that is offered. This is an inefficient way of advertising because the majority of people will see advertisements for destinations they are not interested in. With RTB in display advertising, the advertiser has the possibility to show a personalized advertisement to the right audience with the right message. An advertiser can pull the customer to their website with RTB by retargeting and audience targeting, by targeting potential buyers which have shown interest and the intention to buy a flight. Furthermore, by reporting in real-time, the effect of a personalized RTB campaign can be measured in real-time. Comscore research shows that retargeting and audience buys remain the best at driving audiences to the site over time. Figure 1 shows the results of an investigation done for several advertisers. It shows the uplift in unique user visits on advertiser websites within four weeks of ad exposure. It is clearly shown that Retargeting or 1st party data targeting, gives the highest increase in traffic. Nonetheless, the other advertising strategies also show a significant contribution in drawing new visitors to the website. ComScore: When money moves to Digital, Where Should It Go? september 2010 * Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule Figure 1. Percent lift in Site Visitations within Four Weeks of Ad Exposure 3.1 Optimization strategies When spending marketing budgets it is tempting to spend large parts of the budget on those customers that are almost ready to make a purchase, first party data users. They have shown a high interest and are ready to make a purchase. Focusing on these users only, however, has strong limitations, especially on the longer term. In figure 2 the sales funnel is shown. First party data users are represented by the small triangle on the bottom of the funnel. Focusing on this bottom part of the funnel will lead to sales on the short term, but if the marketing budget is not optimized, the advertiser will reach its sales limits soon. Traffic must be generated from other channels as well in order to maximize advertiser profit and reach all interested users. The various options, such as mobile and Rich media are shown. In practice these different channels are not strictly bound to one part of the AIDA strategy and can be mixed between different parts of the funnel. Figure 2. AIDA model and sales funnel with the different online marketing channels each contributing their specific role With new RTB inventory sources becoming available, figure 2 is becoming out of date. New inventory sources, such as rich media on RTB will open new opportunities to push personalized offers, such as flights and destinations, targeted at specific audiences and end users. Changing the display strategy from creating Awareness to immediate Action (figure 3). With the new facebook exchange end users can be targeted based on who they are and what they are interested in. While mobile is maturing rapidly, think of all the variables and options available in 5 year. Figure 3. The future of RTB targeting allows for personalized offers and immediate action without going through all steps of AIDA

5 3.2 First party data strategy Targeting potential buyers using retargeting is not a new trend. In fact it has been a common way to yield sales for several years. But at what price? A lot of retargeting companies getting paid for delivering clicks or sales. One of the main strategies of these companies, however, is to increase advertiser spend with high frequency caps and cookie dropping. This generates more clicks or cannibalizes more sales but does not offer true value. We believe that first party data should be used for optimization on segments and individual needs of the end users. The first party buying strategy is there to decrease acquisition costs. When looking at the results of a retargeting campaign most advertisers look at whether their overall CPA goal is met. However, there are large shortcomings in looking at CPA alone as will be shown in the following example. Figure 4 shows 4 possible investment budgets in retargeting for an advertiser. The x-axis shows the potential budgets and the left y-axis shows the number of sales. In this example, when the advertiser decides not to invest any money, it will still make 335 sales at a CPA of $ 0. When the advertiser decides to invest $ 25k he will make 1,300 sales at a CPA of $ 19. At $ 50k the CPA will be $ 25 and at $ 75k of media budget the CPA will be $ 36. Spending $ 75k appears to be a good and profitable strategy for the advertiser. He maximises his sales potential sales within his CPA budget. If we take a closer glance at what is really happening we have developed a method to optimize marketing spend for the advertiser. We do this by calculating the advertiser profit. We take the advertisers CPA-target. We consider this target the advertiser income if no other factors were at play. So, for every sale, the income for the advertiser equals the CPA-target. The marketing expenditure determines the profit that the advertiser makes for each sale. So, the profit for the advertiser can be calculated by multiplying the number of sales by the CPA-target and subtracting the media costs. The black line in figure 4 shows the advertiser profit at each level of spending. What we see is that although most sales are realised at $ 75k of marketing budget, most profit is made at $ 50k. How is this possible? It is caused by the incremental costs of sale. At zero marketing budget, already 350 sales are realised. Spending $ 25k in marketing does not add 1300 sales as our figure suggests, but only 965 ( ). So each extra sales costs 25k / 965 = $ 26. instead of $ 19 as we previously found. Figure 4. When using only retargeting campaigns, advertisers will experience diminishing returns when increasing marketing budget. On the x-axis the increasing retargeting budget is shown. The left y-axis shows the number of sales and the right y-axis (represented by the black line) shows the profit that the advertiser makes. Although at a media budget of 75k most sales are booked (2100), this is not where the campaign is optimized for the advertiser. The optimum is reached at a spend of 50k with 2000 sales. amounts and prices used in example are virtual Research shows a classic case of the law of diminishing returns. Doubling the budget will not lead to a doubling in sales but to less. This effect dramatically increases at higher marketing spend to such a level that when the budget is increased from $ 50k to $ 75k only 100 extra sales are realised. This means that each extra sale costs $ 250 extra. That is well over the advertisers CPA target and therefore does not benefit the advertiser. In this particular case the size of the retargeting pool is apparently not big enough to spend more than $ 50k effectively. The remains of the budget should therefore be spend on increasing the retargeting pool. There are several online techniques to achieve this, for

6 instance through Rich Media, Reach or Audience targeting campaigns or SEO and SEA to increase traffic to the website, thereby increasing the size of the retargeting pool and increasing the optimal budget spend on retargeting. The conclusion of this research is that the buying strategy need to be extended to more data points or at least investing more in relevant traffic to monetize in the funnel. Retargeting with a dynamic creative will increase your site visits and increase sales. It also has a multiplier effect on other marketing channels resulting in, for example, an increase in branded paid search by 136% and 140% on organic search. In general it can be said that only focusing on first party data will not lead to optimized marketing budget allocations. All available channels will have to be used to reach as many users as possible within the available budget. 3.3 Audience targeting: 3rd party data strategy Using data of 3rd parties to attract new customers has proven to be a highly effective and efficient strategy in order to connect this data to the first party data strategy. The key to a successful data targeting strategy is the use of the right data source. When specific data and the right audience are combined with a personalized advertisement, almost the same results can be achieved as with a 1st party data campaign. Research shows that meta search data is the best performing data source (figure 5). Visitors of meta searchers are looking for a flight and therefore poised to buy. By targeting this audience with a flight of their interest on any website on the internet, you directly target the right audience, Figure 5. Percentage of CTR for retargeting, metasearcher audience targeting and reach (Run of Network) Figure 6. Percent Lift in Branded Search within Four Weeks of Ad Exposure ComScore: When money moves to Digital, Where Should It Go? september 2010 Using data of 3rd parties to attract new customers has proven to be a highly effective and efficient strategy in order to connect this data to the first party data strategy. The key to a successful data targeting strategy is the use of the right data source. When specific data and the right audience are combined with a personalized advertisement, almost the same results can be achieved as with a 1st party data campaign. Another advantage is that when a potential client has searched for a flight on a meta searcher and your company did not show up in the search results, you are still able to target this person directly everywhere on the internet to communicate your offer. By connecting the search destination with a dynamic creative displaying that particular destination shows almost the same performance as the retargeting campaigns. This 3rd party data strategy can also be applied in combination with Rich Media on RTB. In order to keep an independent and unbiased approach this data will be purchased from publishers using a data exchange in between to match the value of the end-user with the buying strategy. Research shows that first party data should be used for optimization on segments and individual needs of the end users. The first party buying strategy is there to decrease acquisition costs.

7 4. The era of big data In the last two years, the world has collected more data than ever since God created the universe. Data is being collected and stored and most of it is not put to use since it became too complex and too much to process. We know this data is valuable to us. The Big Question for Big Data is, how can we monetize it? 4.1. Optimize on ROI and Load factor Optimizing the online budget, as with Google adwords, to an average cost per sale is the most common strategy to optimize an online display budget. The downside is that some flights carry higher margins than others. Therefore, different CPA targets are needed. On top of that, some flights do not need to be pushed, because they are already full and some need extra exposure in order to fill all seats. An RTB strategy for airlines provides the opportunity to bridge the gap between revenue management, e-commerce and marketing. By connecting revenue management KPIs, such as the load factor of a certain flight with real-time display advertising, the bidding algorithm can optimize its bid management decision making and decide what flight to push at what time and to whom. Instead of pushing flights that have a high load-factor, an airline can push alternative flights of the same category which are empty. The result; Real-Time optimization on seat availability and revenue of airplanes.instead of optimizing on an ecpa, the campaign will optimize on what is truly important, margin and load-factor. Figure 7. Revenue management KPI s. Including these variables into the bidding algorithm will optimize on true ROI instead of CPA targets Combine CRM data to target customers Large corporations, such as airlines, have an enormous amount of data at their disposal about their customers. Where they live, what age they are, how many children they have, income, etcetera. Until now, companies have found it difficult to use these valuable data to monetize and convert it into actionable commercial ends to increase their revenue. And this challenge will get bigger every year now the mobile revolution is generating more and more data for ad personalisation. In a time where, especially in the travel industry, the customer journey has changed dramatically from offline purchasing to an almost complete online and mobile conversion path, personalization has become a major objective. How to utilize the tools at hand to communicate to the consumer on a personalized level? By analysing the data of the customer relations management system, for example by segmenting current clients and deriving

8 conclusions on their buying behavior, airlines can formulate business rules that can be integrated in the overall online display strategy. By understanding customers and connecting this with a dynamic ad that appeals the audience you are targeting will increase CTR and performance. For example, if you know your customer is a frequent flyer in business class, show a more corporate ad than to a student who is looking for a citytrip. The more the ad and message appeals to the person being targeted, the better the performance of the campaign. Figure 8. Personalized advertising using a combination of the CRM system, revenue management KPI s and personalized RTB advertisements 4.3. Increase ancillary sales By merely analysing current customer data and purchasing behaviour, airlines are able to jump in on ancillary sales opportunities. Think of extra legroom for tall people or options for extra luggage or car rental for families going on a long vacation with their children. If somebody books a short stay, it is possible to target this person with an exclusive hotel offer that will increase your hotel revenue sales. These upselling possibilities are endless and can stretch further than just hotels and rental cars. Promote reasons to travel for specific customers that appeal their interest. Advertise with flights to Ibiza to a younger audience in the summer season, or Wimbledon package deals for tennis lovers. Specific touristic events in the city of destination can be pushed or any other combination of products as long as it is in the interest of the advertiser. 5. Local advertising with a local message on a global scale Running your display campaign via RTB not only provides advanced targeting solutions, it also brings the opportunity to serve endless different personalized messages to your (potential) customer via intelligent dynamic creatives on all devices. By connecting the different data sources with RTB targeting strategies, personalized messages can be served to any potential client across the world showing them a particular ad which is fine tuned on who they are, what language they speak, which destination they want to fly to, or which ancillary service they want to buy. Enriching your dynamic creative with external datasources, such as actual weather conditions, will increase not only CTR, but also consumer engagement like time on site.

9 Figure 9. Dynamic Creative eco-system 6. Conclusion: Master the entire customer experience As the field of RTB is evolving at such a substantial rate in the era of big data, the opportunities for airlines to optimize their ROI and increase revenue through RTB are increasing. We have just started to pick the first fruits from this revolutionary way of advertising. Because it has proven to be so successful in it s efficiency and cost reduction, more and more inventory sources are becoming available. The biggest challenge we face now is to connect all these different channels, inventory sources and Big data points to communicate the right message to the end user. To know what your customer wants. In which phase of the customer journey he/she is. And by knowing so, in real-time, serve an ad on the right medium with the right message. Offer a deal or promotion only to a person or audience interested, or create demand by sending a message which appeals to the end user you re communicating. The one airliner, who is able to do so, will win in this highly competitive and turbulent market where efficiency is becoming one of the most important drivers to be profitable. Figure 10. Customer Journey and Conversion cycle in Travel. Sources The trouble with travel distribution, Mckinsey Quarterly ComScore: When money moves to Digital, Where Should It Go? September 2010 IDC: Real-Time Bidding in the United States and Western Europe Amadeus: Travel Goldrush 2020 Now-its-time-for-mobile rtb ads, Marketing Week

10 About YD Real-time media agency YD helps advertisers to communicate to interested consumers by giving advertisers real-time access to online target groups with it s own trading platform. The technology of the in-house trading platform completes the YD RT4- technology consisting of four modules: real-time targeting, real-time bidding, real-time creative and real-time reporting. By using the combination of these four components, advertisers experience tremendous increase in ROI results of their advertising budgets. Analysing where, when and to what price the interested consumer is reached is YD s main challenge. The result: more sales and branding impact for the advertiser. YD employs over 60 people worldwide and is located in the Netherlands, Germany and Spain and active in more than 30 countries worlwide. In addition YD will open offices in France and Italy this year. YD s customer base consists of leading brands, such as Citibank, Transavia, KLM, ING Bank, T-Mobile. More information: facebook.com/worldofyd

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