Case Background. Case Study Sawadee Travel Programmatic Rich Media MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING CASE SETUP

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1 Case Study Sawadee Travel Programmatic Rich Media Case Background Sawadee Travel is part of the PEAK Adventure Travel Group Ltd, a joint venture between Intrepid Travel Pty Ltd. and TUI Travel PLC. Sawadee Travel organises adventure tours to destinations with special attention to nature and culture. Travellers continue to use the internet for both information and travel booking. Visitors to travel-related websites are always pursued for their reviews, tips and deals. Travel advertisers need to fully take advantage of the opportunities within online advertising as the principal component for their marketing strategies. With an active audience, it is an exceptional opportunity for your business growth to connect with this significant and high-value audience. Sawadee Travel has developed an inspirational website for travellers Rondreis TV with short videos of the most beautiful destinations worldwide. This concept allows travellers to easily explore the world in real time, to be introduced to Sawadee travel experts and to contact them for further information on the desired destination via the website. CASE SETUP MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 1

2 Case Study Sawadee Travel Programmatic Rich Media Challenges With Rondreis TV, Sawadee wants to offer its customers inspiration through original video material instead of static text or pictures. Sawadee approached local agency Mediaxplain*, an independent strategic media agency in the Netherlands, to develop its online marketing strategy. The main requirements for this particular online campaign was to make people aware of the new travel TV site with the beautiful video content in a creative solution, on the right channels and, of course, without busting the budget. Mediaxplain* put Adform in the loop to meet Sawadee s requirements as these are difficult to achieve in the digital ecosystem. While Rich Media certainly can support the advertiser s creativity requirements, building an ad in all of the varied formats used by local websites is a time-consuming and costly barrier, which in turn makes scaling to large audiences virtually impossible. MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 2

3 Case Study Sawadee Travel Programmatic Rich Media The solution Through the Adform Brand-Led Media platform, display advertising has come to the programmatic era. With this platform, Sawadee can run a programmatic Rich Media campaign that will follow all its needed objectives: Creativity: Adform supports any ad format and all at scale. To ensure flawless execution, we ve worked with strategic partners to pre-certify specific formats. Adform streamlines the process and lowers the costs of creating and executing Rich Media ads through our creative agency s workplace, creative toolkit, workflows and pre-defined templates. Audience Reach: Adform Brand-Led Media platform makes it easy to reach and engage ideal audiences based on any combination of demographic, behavioural and technical data with access to premium inventory. Our inventory gives the scale required to create awareness on a global and local level. Measurement: Adform also delivers campaign results with metrics that make sense (brand awareness, visibility, engagement time, CTR, etc.). For the campaign, two ad formats were chosen that included videos: Billboard and Floor Ad. These two expanding video Rich Media format were chosen, as they are not easy to miss. Billboard takes a huge ad space once expanded, and the Floor Ad sticks to the bottom page even on scroll and expands by users interaction. These are two wise choices to make sure the advertiser s video content reaches the different travel audience. MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 3

4 d r a o b Bill 1 Close X 2 Show Ad 3 4

5 d A r Floo 1 2 5

6 Sawadee s online campaign targeted audiences on the following sites: 6

7 The Results Sawadee Rondreis TV Campaign CTR Avg. standard banners (2013 Q4) x higher CTR Sawadee Rondreis TV Campaign Engagement Rate Avg. standard banners (2013 Q4) x higher Engagement Rate Sawadee Rondreis TV Campaign Engagement Time Avg. standard banners (2013 Q4) x longer Engagement Time 7

8 Case Study Sawadee Travel Programmatic Rich Media Conclusion After reviewing the results, we can conclude that the solution has proved to show a positive effect for Sawadee and the online campaign for Rondreis TV. With Adform Brand-Led Media platform, the travel company has: Obtained awareness of the inspirational website and drove engagement, which is best accomplished through creativity. The explosive growth of Rich Media formats enables brands to create experiences and to involve audiences in more engaging and never seen before ways. Met their business objectives through access to premium inventory combined with local data to minimise waste and to increase relevancy for the ultimate audience reach. Reaped the efficiencies and benefits of programmatic buying, such as data driven and full transparency, while gaining extraordinarily high rates in CTR and Engagement. Rich Media via Programmatic is simply the perfect match for success! MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING 8