Data-Driven Programmatic Targeting That Delivers

Travelers walking through a city
,

Situation

To catch consumers in the travel intent stage of trip planning and while in-destination, a leading land-and-water-based experiences client across multiple markets engaged us to reach them with relevant messaging that would inspire them to book a tour.

We sought to drive high volumes of engagement on the their website and raise awareness and consideration of its relevant product offerings.

Action

Through a blend of impactful display and native ads, we aimed to achieve a cost per engagement (CPE) for display of $6.83 and an engagement rate (ER) of 0.11% for display and 0.41% for native.

Our strategy was to heighten the relevancy for our audience through prospecting and precision targeting strategies, using behavioural, location, keyword, retargeting and look-alike tactics. Creating custom audiences through the MMGY Terminal process, we also hypertargeted our client’s potential and past customers.

The Results

Our programmatic strategy and precise audience targeting delivered a campaign digital CPE of just $0.45 – a staggering $6.38 below the goal. Not only were we reaching the right audience at the perfect moment of travel intent, but the client’s messaging clearly resonated and prompted action. We attained a 1.40% ER for display, far surpassing our goal of 0.11%, and generated a 1.99% native ER against our 0.41% goal. All of our results demonstrate the power of precise targeting and the value of knowing your audience.

15x

Digital Campaign CPE Goal

~13x

Display ER

~5X

Native ER