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Digital advertising
@Transavia
Now and tomorrow
Nick Brandts
Head of Direct Sales – Transavia
Nick.brandts@transavia.com
Transavia: 50 years
of flying in Europe
FR
4 bases
25 aircraft
DE
1 base
4 aircraft
Charter & scheduled since 1965
Part of...
100+ destinations
10 million passengers
New brand
2015
New e-comm
platform
7 languages
5 mio visits p/m
Our mission
To make affordable
flying accessible to
everyone
Our goal
We want to offer the
best digital customer
experience
Our job is to fill these seats
But we have lots of competitors...
Image Source:
http://www.erdekesvilag.hu/
…and customer behavior is complex
Search
Website
E-mail
Reviews
online
Social
media
Print ads
Mobile
Search
Display
ads
(a...
Relevancy is key:
Right message @ the right time...
➢ Maximizing performance through
storytelling: Touch, Tell, Sell
➢ Create relevant messages by
using internal & external d...
Storytelling in campaigns: Touch Tell Sell
TELL
SELL
USP banners
Video kickoff
View Click Funnel Untouched
DCR banner
Vide...
Increasing relevancy by using data sources
External data
•Weather
•Snow height
•Intent data (travel / activity / musea /
a...
Continuously improving & new opportunities
Continuously improve on
current platforms
Explore new
opportunities / platforms...
Case 1: Last minute campaign
Last minute - Real time inventory
https://vimeo.com/174375636
Real time inventory on all touchpoints
The results
➢ DOOH reach (regional): 80-85%
➢ Display performance vs last year:
• Impressions: ~8 mln
• #conversions: +53%...
Case 2:
Winter sport
campaign
Winter sport: conditional advertising
time
spend
Winter sport: conditional advertising
time
generic adBaseline
spend
Winter sport: conditional advertising
time
basic ad
snow height adConditional
generic ad
spend
Baseline
Winter sport: conditional advertising
time
basic ad
snow height adConditional
generic ad
spend
Baseline
Winter sport: conditional advertising
time
basic ad
snow height ad
snow is
falling
adConditional
generic ad
spend
Baseline
Conditional advertising
Use to triggera condition an action
Conditional advertising
Use to trigger
Location
Weather
Snow height
Flight availability
Search data (trends)
CRM data
any ...
Case 3: Dynamic retargeting
Dynamic retargeting on interest
Dynamic retargeting on interest
Tomorrow
➢ More automation: Conditional
campaigning. Use triggers to
improve message, creatives
Tomorrow
➢ More automation: Conditional
campaigning. Use triggers to
improve message, creatives
➢ Add more relevancy in To...
Tomorrow
➢ More automation: Conditional
campaigning. Use triggers to
improve message, creatives
➢ Add more relevancy in To...
Learnings
➢ Test, learn, improve & repeat
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not
in channels or touchpoints
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not
in channels or touchpoints
➢ Don’t focus too m...
Learnings
➢ Test, learn, improve & repeat
➢ Think in Customer Journeys, not
in channels or touchpoints
➢ Don’t focus too m...
Emerce Performance 2016 - Nick Brandts (Transavia)
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Emerce Performance 2016 - Nick Brandts (Transavia)

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Transavia presentatie door Nick Brandts op Emerce Performance 2016

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Emerce Performance 2016 - Nick Brandts (Transavia)

  1. 1. Digital advertising @Transavia Now and tomorrow Nick Brandts Head of Direct Sales – Transavia [email protected]
  2. Transavia: 50 years of flying in Europe FR 4 bases 25 aircraft DE 1 base 4 aircraft Charter & scheduled since 1965 Part of Air France / KLM since 2003 Fleet size 2016: 67 NL 3 bases 38 aircraft
  3. 100+ destinations 10 million passengers New brand 2015 New e-comm platform 7 languages 5 mio visits p/m
  4. Our mission To make affordable flying accessible to everyone
  5. Our goal We want to offer the best digital customer experience
  6. Our job is to fill these seats
  7. But we have lots of competitors... Image Source: http://www.erdekesvilag.hu/
  8. …and customer behavior is complex Search Website E-mail Reviews online Social media Print ads Mobile Search Display ads (and complexity is increasing)
  9. Relevancy is key: Right message @ the right time...
  10. ➢ Maximizing performance through storytelling: Touch, Tell, Sell ➢ Create relevant messages by using internal & external data ➢ Continuously improve & explore new possibilities Our campaign approach
  11. Storytelling in campaigns: Touch Tell Sell TELL SELL USP banners Video kickoff View Click Funnel Untouched DCR banner Video follow-up SCR banner Social Activation Ad TOUCH High impact media Reach, Awareness USP banners, Social activation Soft Conversion Dynamic retargeting Conversion
  12. Increasing relevancy by using data sources External data •Weather •Snow height •Intent data (travel / activity / musea / anything…) Internal data •Retargeting data •Availability data (API): # of seats available •Prices / budgets
  13. Continuously improving & new opportunities Continuously improve on current platforms Explore new opportunities / platforms Measure Analyze Improve Implement
  14. Case 1: Last minute campaign
  15. Last minute - Real time inventory https://vimeo.com/174375636
  16. Real time inventory on all touchpoints
  17. The results ➢ DOOH reach (regional): 80-85% ➢ Display performance vs last year: • Impressions: ~8 mln • #conversions: +53% • #attr. conversions: +74% ➢ And a lot of learnings
  18. Case 2: Winter sport campaign
  19. Winter sport: conditional advertising time spend
  20. Winter sport: conditional advertising time generic adBaseline spend
  21. Winter sport: conditional advertising time basic ad snow height adConditional generic ad spend Baseline
  22. Winter sport: conditional advertising time basic ad snow height adConditional generic ad spend Baseline
  23. Winter sport: conditional advertising time basic ad snow height ad snow is falling adConditional generic ad spend Baseline
  24. Conditional advertising Use to triggera condition an action
  25. Conditional advertising Use to trigger Location Weather Snow height Flight availability Search data (trends) CRM data any other trigger Messaging Bids Creatives D-OOH (on/off) Digital Radio any other action
  26. Case 3: Dynamic retargeting
  27. Dynamic retargeting on interest
  28. Dynamic retargeting on interest
  29. Tomorrow ➢ More automation: Conditional campaigning. Use triggers to improve message, creatives
  30. Tomorrow ➢ More automation: Conditional campaigning. Use triggers to improve message, creatives ➢ Add more relevancy in Touch and Tell (contextual, themes, video!)
  31. Tomorrow ➢ More automation: Conditional campaigning. Use triggers to improve message, creatives ➢ Add more relevancy in Touch and Tell (contextual, themes, video!) ➢ Expand our ecosystem (Customer profiles, DMP, API’s)
  32. Learnings ➢ Test, learn, improve & repeat
  33. Learnings ➢ Test, learn, improve & repeat ➢ Think in Customer Journeys, not in channels or touchpoints
  34. Learnings ➢ Test, learn, improve & repeat ➢ Think in Customer Journeys, not in channels or touchpoints ➢ Don’t focus too much on tools, but think about the ecosystem
  35. Learnings ➢ Test, learn, improve & repeat ➢ Think in Customer Journeys, not in channels or touchpoints ➢ Don’t focus too much on tools, but think about the ecosystem ➢ Automate!
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