Categories
Case Studies Display banners

Beachcomber Hotels: Display Banners

BEACHCOMBER HOTELS
DISPLAY BANNERS

INDUSTRY:
Hotels
MARKET:
UK‚Äč
SERVICES:
Display banners

Beachcomber Hotels: Awareness through Strategic Advertising

Beachcomber Hotels owns and manages eight hotels in Mauritius, one in the Seychelles and one in Morocco. We worked with them to increase brand awareness among users interested in booking holidays.

CHALLENGE

The hotel group wanted to increase brand awareness of their Mauritius properties among a UK audience predominantly targeting honeymooners, wealthy families and even golf enthusiasts.

SOLUTION

Display banners were placed across premium travel websites such as The Lonely Planet and Condé Nast Traveller. We employed three core targeting methods to get the ads in front of the most relevant audiences:

  • keyword targeting
  • keyword contextual targeting¬†
  • audience based targeting

RESULT

We achieved 3,200,000 impressions from the distribution of display banners

The use of retargeting resulted in an average CPR of 0.22%

You might also be interested in
Categories
Case Studies Native

Eastern Macedonia & Thrace: Native Advertising

EASTERN MACEDONIA & THRACE :
NATIVE ADVERTISING

INDUSTRY:
Tourism
MARKET:
Turkey
SERVICES:
Native ads

Boosting Tourism in Eastern Macedonia: Native Ads in Turkey

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

You might also be interested in
Categories
Blog Programmatic

Private Marketplace Deals (PMPs)

PRIVATE MARKETPLACE DEALS (PMPs)

A guide to private marketplace deals

If you’re new to the world of digital advertising, you may have noticed that the industry is full (and we mean FULL) of buzzwords and acronyms. To help navigate this notoriously complex landscape, we thought we’d break down some of the most commonly used industry jargon. 

We’re starting off with one of our favourite TLAs (three-letter acronyms that is): PMP 

What is PMP?

PMP stands for Private Marketplace and is a programmatic media-buying method.

Compared to open auctions, which you can read about here, PMP is an invitation-only bidding process where publishers invite selected buyers to take place in real-time bidding to purchase their inventory. 

The minimum price of the bids is referred to as ‚Äėfloor price‚Äô and is negotiated before the auction starts. Private marketplace deals are more targeted and premium than open auction deals, which is reflected in the price.¬†

What are the pros of private marketplace deals?

  • Transparency:¬†It gives both buyers and sellers transparency of the auction
  • Relationship building:¬†Publishers and buyers negotiate and agree on terms and pricing, which allows for mutual understanding and strong relationships to be built
  • Premium inventory:¬†Gives access to higher-quality inventory before it ends up on the open market
  • Targeting:¬†Allows advertisers to target specific audiences¬†

What are the cons of private marketplace deals?

  • Only partly-automated, meaning the buying process can require more manual labour and time compared to open auctions¬†
  • Non-guaranteed inventory: there is no guarantee you‚Äôll get the inventory you want
  • Pricing:¬†Costs tend to be slightly higher than open auction deals

When to choose PMPs:

  • When you have a whitelist of publishers you want to display your ads across¬†
  • When you want access to higher-quality inventory before it ends up on the open market
  • When you have a specific target audience for your campaign

When to avoid private auctions:

  • When a campaign calls for more premium inventory (mastheads, roadblocks etc.)
  • When you want a fixed price for the inventory¬†

If you want to learn more about other types of programmatic media-buying, check out our blog post on open auctions here.

READY TO TAKE ADVANTAGE?

Ready for advertising that really works? Take advantage of our FREE programmatic or paid social review.