A professional development session on Digital Travel Advertising • Who should attend? o Agency-side Digital Media Professionals o Client-side marketing managers o Media buying professionals • Why? o Tap into travel advertising insights and best practices worldwide o Understand the branding and performance side of the Unique travel advertising Eco-System o exclusive Travel Data insights for GCC • A unique opportunity to learn about: o Travel ecosystem – part I: GDS, OTA, Metas o Travel ecosystem – part II: publishers, private deals o Travel mega-trends: NDC explained and what impact will have on travelers and resellers o Online travel consumer funnel o Performance campaign methodology o Analysis of Performance on past campaigns and metrics o Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation o How to achieve best campaign performance

1. Programmatic
advertising in travel
travel audience - ReachMENA

2. 2

3. 3

4. 4

5. 5
− Reach consumers with travel intention
− Programmatic advertising in travel since 2013
− Data across entire purchase path
− In-house machine learning technology
I Campaign Report
Travel audience: An Amadeus company
Destination Marketing Amadeus
− Global Travel Technology leader
− Since 1987
− 190 countries
− 17,000+ people
− 6.5 Billion travel transactions every day
− Airlines, Airports, Hotels, Telecom, Finance,
Rails, Destinations

7. Alessandra Di Lorenzo
Chief Commercial Officer
Lastminute.com group
“travel audience complement our
content perfectly, allowing us to
maximize our full revenue potential
without risking any cannibalization
of our own products.”
7
Longstanding partnerships
travel audience
Issam Kazim
CEO
Dubai Tourism
“With travel audience’s intelligent
technology, by building brand and
performance campaigns tailored to
specific segments in exclusive
channels, we can attract new visitors
from regions far and wide while we
grow our established visitor base.”
María Méndez Castro
Managing Director
Canary Islands Tourism Board
“We are thrilled to be working with
travel audience. They created a
campaign that fit our strategy and
needs. We worked closely together
as partners, with great success...”

8. 8
Your expectations for the workshop

9. 9
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

10. 10
The number of travelers is expected to nearly double
over the next 20 years, from 4 to 7.8 billion, representing
a compound annual growth rate of 3.6%, as such
outpacing the projected global GDP growth rate over
that period of 3.2%.

11. Page 11
GDS
https://www.youtube.com/watch?v=aGXffNJF_zk

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16. Page 16
OTA - example

17. 17
OTA
conversion
rate is
extremely
low
out of
100

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19. 19
Metasearch
engines

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21. 21
Meta booking is performed by the meta directly on the
merchants’ system

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1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

23. 23

24. Page 24
strictly
CONFIDENTIAL
NDC
https://www.youtube.com/watch?v=EPz6FWLSbyE

25. 25
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

26. 26
Programmatic Advertising
Programmatic Advertising in one
sentence
_ Automated
_ Trading
_ Advertising Opportunities
_ Real Time

27. 27
Programmatic Advertising
Terminology
SSP
DMP
RTB
DSP
RTA

28. 28
Programmatic Advertising
(R)Evolution
What was new for publishers?
What was new for advertisers?

29. 29
Programmatic Advertising

30. 30
Programmatic Advertising

31. 31
Programmatic Advertising
Advantages
Challenges

32. Programmatic Ecosystem

33. 33
Programmatic Ecosystem
DSP SSP
Advertiser
Agency
/Trading Desks
DMP
DMP
Website
Publishing
House / Sales
House
Preferred Deal Programmatic Guaranteed
Open Auction Private Auction
Demand Side Supply Side
Designed by: me

34. 34
Programmatic Buying in a DSP
Make clients happy
Non-human traffic
Bid Price calculation
Website quality
Brand Safety
Viewability
Delivery
Performance

35. 35
Programmatic Buying in a DSP
Make clients happy
→ Handpicked Inventory

36. 36
Programmatic buying from a DSP perspective
Bidding Strategies
Optimal Market Clearing Price
CPM → Winrate
Prospecting
Retargeting

37. Programmatic Deal Types

38. 38
Programmatic Deal Types
OA
Open Auction
+ who? – all buyers
+ how? – auction
+ basic information
PA
Private Auction Deals
+ who? – selected group of buyers
+ how? – auction
+ privileged information
PD
Preferred Deals / Direct Deals
+ who? – 1 buyer
+ how? – fixed CPM
+ first look
PG
Programmatic Guaranteed Deals
+ who? – 1 buyer
+ how? – fixed CPM, fixed volume,
fixed time period
CPM – non guaranteed
Volume – non guaranteed
CPM – non guaranteed
Volume – non guaranteed
CPM – guaranteed
Volume – non guaranteed
CPM – guaranteed
Volume – guaranteed

39. Auction Types

40. B
2 € 10 € 2 €
2nd highest bid
A

41. 41

42. Any risks for buyers?

43. 2 € 10 € 9,90 €
2nd highest bid
9,90 €
A BC

44. 44

45. 45

46. 46

47. What else?
Header bidding / Multi SSP approach not working properly
on 2nd price auction

48. B
2 € 10 €
3 € 5 €
SSP 1
SSP 2
2 €
3 €
C D
B 2€ D 3€
A
D 3€

49. Why would anyone want to change?
- hidden fees
- manipulated auction dynamics
- etc.
→ no fair 2nd price auction anymore

50. First Price Auction
BidCPM = WinCPM

51. B
2 € 10 € 10 €
1st Price Auction
A

52. How does bidding behaviour
have to change?
→ Less strategic – more real auctioning

53. 53

54. Buyers:
- header bidding issue will be gone
- you can control your max. winCPM now
- transparent charging
- higher prices

55. Sellers:
- 5-10% more margin
- Higher CPMs

56. Changes on the market
- Appnexus, Rubicon, Pubmatic and more
- Google

57. ©AmadeusITGroupanditsaffiliatesandsubsidiaries
57
Q&As

58. 58
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

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63. 63

64. We start from data and we break the silos
10

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Awareness – Interest – Decision – Action funnel
travel audience
Who is in the travel funnel?
Awareness Interest Decision
Action

66. 66
Awareness – Interest – Decision – Action funnel
travel audience
Some of the players in the funnel
Awareness Interest Decision
Action

67. 67
Awareness – Interest – Decision – Action funnel
travel audience
Real consumer path – Linear, but highly unlikely
Awareness Interest Decision
Action
1
2
3
4
5

68. 68
Awareness – Interest – Decision – Action funnel
travel audience
Real consumer path – A more realistic possibility
Awareness Interest Decision
Action
1
2
3
4
38
5
6
7
9
8

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Travel branding to inspire consumers
travel audience
Inspiring consumers with social campaigns, video and display advertising
Branding
• Inspiration
• Wide spectrum
• Capture consumers
even before they
enter the funnel
• Target only
consumers with no
intent to your
destination

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01. Social and video
Advertising
Combine social media reach with the most
powerful travel data and targeting solution
travel audience
− Predict and inspire millions of consumers before
they enter the travel funnel
− Inspire millions of active travel searchers
who are interest in competing destinations.
− +2 billion users per month, across all devices
− Combine our data and segments to
target your custom travel audience.
− KPI-based optimization
− Prospecting & retargeting with accurate and
bookable offers displaying dynamic fares

71. 71
Travel performance to convert consumers
travel audience
Converting consumers with travel offers, itineraries and further reasons to explore your destination
Performance
• Switch intent of
consumers searching
for competing
destinations
• Partner with OTAs
and travel merchants
• Track bookings to
your destinations
and to competitors

72. 02. Premium Travel Display
We connect you with the right audience.
travel audience
− Exclusive and proprietary data for successful
travel campaigns
− More than 1,000 travel specific private deals
− Custom traveler profiles
− Increase reach, relevance and conversions
− Target +150 million unique devices
− Across all channels
− Advertising along the entire customer journey
− Dynamic and up-to-date bookable offers
− Live fare integration
− Continuous optimization through proprietary
algorithms

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Branding and performance finally connected
travel audience
Connecting branding and performance advertising connect to reach exceptional results
Branding Performanceconnected to

74. ©AmadeusITGroupanditsaffiliatesandsubsidiaries
7
4
Q&As

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1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

76. 76Footer I Credits I Links
During 2017 bookings to Jeddah increased 8,4%
2017 bookings to Jeddah. Source: Amadeus Travel Intelligence

77. 77Footer I Credits I Links
2018 YTD bookings to Jeddah show a slight decline
2017 bookings to Jeddah. Source: Amadeus Travel Intelligence

78. 78Source: Travel Intelligence
During 2017, peak visits from the UAE to Jeddah were during
June. This year, May was the strongest month

79. 79Source: Travel Intelligence
During both 2017 and 2018, highest booking month has been
May.

80. 80Source: Travel Intelligence
Indonesian searches spiked to travel to Jeddah for Hajj
The Hajj impact

81. 81Source: Travel Intelligence
Indonesians searched mostly during July to Jeddah for Hajj
The Hajj impact

82. 82
travel audience
travel audience: convert millions of travelers
1. Millions of consumers tracked in real time
2. Data science and machine learning
3. Online advertising campaigns to convert millions of users
4. Transparent reporting and methodology

83. 83
travel audience
Starting point: segment-based programmatic advertising
Active/
Nature lovers
Culture traveler
Couples
Traditional
segments
Frequent traveler
Business traveler
Luxury traveler
Weekend traveler
Religious traveler
Silver surfer traveler
Additional
segments

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travel audience
Inspire and convert travelers after they book
their trip to Jeddah and before they travel
Destination weather researchDestination activity research
Meta flight
search
Meta flight
search
OTA search
Air Travel Booking
Travel blog
Target segment
starts searching a
suitable destination
Travel beginsHotel Booking
Bank

85. 85
travel audience
Inspire and convert travelers with programmatic
storytelling
Destination weather researchDestination activity research
Meta flight
search
OTA searchOTA search
Booking
Meta flight
search
Travel blog
DMO.comBrand Ad
Social Ad
Dynamic Display Ad
Mobile Ad Mobile AdMeta flight
search

86. 86
We know that Paula has booked a flight ticket to Dubai and we show
her a targeted advertisement for Etisalat.
Target consumers dynamically
travel audience
„Etisalat is the best
option for my trip!“

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Location: home, on-trip, airport, hotel …
Destination: origin, destination, …
Inspiration, booking, pre-trip …
Age, gender, income, family …
Flight, package, hotel, amusement park, …
Adventure, spa, culture …
Length of stay, advanced booking period, time of
search or online signals
Mobile, desktop, iOS, browser …
GEOGRAPHY
PRODUCT
TRAVEL INTENT
SOCIO DEMOGRAPHIC
CROSS CHANNEL AND DEVICE
Create dynamic segments based on 250 attributes
Explicitly-created or machine-generated segments to generate additional demand
and convert target audience from competing destinations
TIME
250+ attributes
Indonesia – tailored segment 28A
“London-based frequent traveler, high trip intent to
Thailand, searching for trips 220 days in advance, no
kids, wealthy, high shopping and culture affinity”

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Machine learning
1st
learning
CTR
2nd
learning
Visitors

89. 89
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

90. 90
The Three Marketing goals
Increasing leads
Building Brand Awareness
Getting Ecommerce Sales

91. 91
Increasing leads
Traffic Volume Goal CR Number of Leads
300 visitiors / month 2% 6 goals / month
500 visitors / month 1% 5 goals / month
Context is Key
More Traffic does not mean more conversions
Cost per conversion < CAC = Positive ROI

92. 92
Building Brand Awareness
- Impressions (Reach)
- Click Through Rate (CTR)
- Display ads 0.02%
- Rich Media 0.10%
- Facebook Ads 0.90%
- Adwords 1.91%
- New Users

93. 93
Generating Ecommerce Sales
- Revenues
- Ecommerce Conversion rates
- Overall Average is 3%
- Average Order Value
PUTTING IT TOGETHER
Traffic x Ecommerce CR x Average
Order Value = Revenues

94. 94
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

95. 95
Optimisation Strategies
CTR Optimisation
_ Better Ad Copy
_ Test for success
_ Know your audience
Conversion Rate Optimisation
_ First Impression counts
_ Know your audience
_ Make your CTA clearer

96. 96
1. Travel ecosystem – part I: GDS, OTA, Metas;
2. Travel mega-trends: NDC explained and what impact will have on travellers and resellers;
3. Travel ecosystem – part II: publishers, private deals;
4. Online consumer funnel;
5. Performance campaign methodology;
6. Analysis of Performance on past campaigns and metrics;
7. Optimisation Strategies – CTR optimisation, Conversion Rate Optimisation;
8. How to make clients successful;
Agenda of the workshop

97. 97
Post-Click vs Post-View
_ Impressions are part of the user
journey
_ By using a post-click model only,
you are limiting access to valuable
data
_ By ignoring impressions you are
missing on the critical effects of
your advertising campaigns
We recommend a mixed model
7 Days Post-View + 30 Days Post-
Click

98. 98
1. Budget Size > 30k USD
2. At least 3 creative per format
3. Minimum 1k USD per creative
4. Duration > 3 months (or always on)
5. Choose the right attribution model
6. No budget split per month and creative
7. Send assets at least 1 week before
campaign start
8. Bi-Weekly or Monthly performance Check
9. Let our algorithm learn
10. Choose your KPIs wisely and stick to them
10 Golden Rules for successful Campaigns

99. 99
How performances evolve in a programmatic campaign
CPO at beginning of campaign – 60 $
CPO at end of campaign – 4.07 $
CPO target – 7 $
Average CPO – 5 $

100. 100
Example of Top Performing Campaign
CTR dramatically Increased with time
Traffic volume decreased but number of clicks
increased (less traffic / more relevant)
Average CTR is 10x above campaign objective
The campaign was paused and then restarted -
performances were affected heavily
Date Impressions Clicks CTR Media Spend CPC
16-Aug 70080 252 0.36% $ 400.56 $ 1.59
17-Aug 76851 288 0.37% $ 438.93 $ 1.52
18-Aug 81768 327 0.40% $ 466.59 $ 1.43
19-Aug 57837 471 0.81% $ 330.03 $ 0.70
20-Aug 69954 618 0.88% $ 398.64 $ 0.65
21-Aug 76851 753 0.98% $ 435.87 $ 0.58
22-Aug 47601 546 1.15% $ 268.23 $ 0.49
23-Aug 72378 735 1.02% $ 405.69 $ 0.55
24-Aug 76851 903 1.18% $ 431.25 $ 0.48
25-Aug 81735 999 1.22% $ 458.49 $ 0.46
26-Aug 78510 1365 1.74% $ 440.37 $ 0.32
27-Aug 30636 579 1.89% $ 171.81 $ 0.30
28-Aug 38193 813 2.13% $ 212.70 $ 0.26
29-Aug 38850 951 2.45% $ 216.12 $ 0.23
30-Aug 38844 888 2.29% $ 216.27 $ 0.24
31-Aug 38793 1413 3.64% $ 216.03 $ 0.15
01-Sep 41358 1353 3.27% $ 230.76 $ 0.17
02-Sep 39687 1347 3.39% $ 221.40 $ 0.16
03-Sep 37152 1257 3.38% $ 207.66 $ 0.17
04-Sep 38871 1545 3.97% $ 218.07 $ 0.14
05-Sep 41754 1578 3.78% $ 234.51 $ 0.15
06-Sep 42045 1389 3.30% $ 235.44 $ 0.17
07-Sep 42018 1833 4.36% $ 234.96 $ 0.13
08-Sep 44730 1962 4.39% $ 250.32 $ 0.13
09-Sep 42933 1557 3.63% $ 240.27 $ 0.15
10-Sep 40143 1665 4.15% $ 225.12 $ 0.14
11-Sep 42048 1620 3.85% $ 236.19 $ 0.15
12-Sep 42036 1527 3.63% $ 235.98 $ 0.15
13-Sep 40596 1545 3.81% $ 227.43 $ 0.15
14-Sep 43065 1788 4.15% $ 240.21 $ 0.13
15-Sep 44733 1965 4.39% $ 248.73 $ 0.13
16-Sep 42930 1548 3.61% $ 238.74 $ 0.15
17-Sep 40101 1287 3.21% $ 223.17 $ 0.17
18-Sep 42024 1485 3.53% $ 233.79 $ 0.16
19-Sep 42027 1302 3.10% $ 233.85 $ 0.18
20-Sep 14013 201 1.43% $ 77.94 $ 0.39
28-Sep 61872 105 0.17% $ 347.19 $ 3.31
29-Sep 7428 6 0.08% $ 41.70 $ 6.95
TOTAL 1849296 41766 2.26% $ 10,391.01 $ 0.25

102. ‫شكرا‬
For further information email us:
Alessandro | Account Manager I a.deflorian@traveludience.com
Christian Eisenblatter | Senior International Programmatic Manager I c.eisenblatter@traveludience.com
Sandro Cuzzolin | Global Sales Director I s.cuzzolin@travelaudience.com
travelaudience.com I +49(0)30 530 230 610