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How Harrah's Revamped its Display Ad Campaigns to Boost Sales

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How Harrah's Revamped its Display Ad Campaigns to Boost Sales

  1. 1. Case Study: How Harrah’s Revamped its Display Ad Campaigns to Boost Sales <ul><li>Melanie Gee , Associate Media Director, Neo@Ogilvy </li></ul><ul><li>Nancy Marzouk , VP of Strategic Partnerships, Netmining </li></ul>
  2. 2. World’s largest casino entertainment company that owns or manages casino resorts on four continents. Client background:
  3. 3. <ul><li>Drive bookings at efficient ROAS </li></ul>Objective:
  4. 4. <ul><li>By retargeting booking abandoners </li></ul>Solution: Highly targeted remarketing
  5. 5. Why Netmining? Segmented Remarketing Smart Remarketing Behavior Caesars Las Vegas Caesars Atlantic City Visited Page? Yes Yes Possible Interest? Las Vegas Atlantic City Behavior Caesars Las Vegas Caesars Atlantic City Visited Page? Yes Yes Avg. Time Spent 30 secs 4 mins 15 secs Recency last week yesterday Frequency rarely often Purchase History never recent True Interest Las Vegas Atlantic City
  6. 6. Solution: Increase ROI by targeting visitors most likely to make purchase Caesars.com Visitors
  7. 7. <ul><li>Results: </li></ul>Better than travel endemic sites Better than socialgraph targeting Better than other retargeting networks KPI ROAS
  8. 8. <ul><li>Results: </li></ul>Total Reservations & Revenue KPI Booking Volume
  9. 9. <ul><li>Key Takeaways: </li></ul><ul><li>Stay Ahead of the Game </li></ul><ul><li>Look for ways (smart remarketing and targeting) to increase efficiency and lower CPAs </li></ul><ul><li>Identify publishers (based on reach, inventory, and competitive pricing) and test performance </li></ul><ul><li>Use economic trends and analysis to identify where to capitalize more aggressively </li></ul><ul><li>Use cookie pools and additional prospecting segments to build and retain a larger customer base </li></ul><ul><li>Know Your Market </li></ul><ul><li>Be cognizant of current market conditions for all properties </li></ul><ul><li>Keep messaging relevant to consumers </li></ul><ul><li>Incorporate the growing social space </li></ul><ul><li>Take a different standpoint from your competitors and increase SOV </li></ul>
  10. 10. Questions

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