MEDIATA was tasked by a major international airline to convert active considerers into purchasers and prospect for new customers. This was a pure performance campaign, with an aggressive ROI target of 200%.
By placing MEDIATA pixels on the client’s home page and selected pages of the ticket purchase process, MEDIATA began building a rich understanding of the most likely to convert audience. This would be used to drive the Retargeting Audience, converting those ‘considerers’ to ‘purchasers’.
Lookalike Audiences were also included in the plan to make further use of pixel data. Here, users similar to the airline’s existing audience would be targeted. Finally, MEDIATA recommended targeting Packaged Audiences relevant to the client’s target customer.
From a creative standpoint, dynamic creatives were developed to maximise the relevance of each ad opportunity. The creatives were tailored to users by flight departure destination and price offer.
The campaign optimisation occurred in real-time within the MEDIATA platform, phasing out those users and publisher properties that were not performing on a conversion basis. Our team of campaign managers also checked performance daily, adding invaluable human insight to the proceedings.
Results & Analysis
Achieving a strong ROI, while pushing users through the ‘consideration’ stage to the ‘purchase’ stage of the funnel, was the key to success on this campaign. MEDIATA began with an ROI of 500% and moved steadily to an ROI of 2385% by the campaign’s end.
Graph 1: Percentage of Conversions by Packaged Segment
Graph 2: ROI % over Campaign Period
MEDIATA’s unique audience data, along with the client data, helped drive the delivery of Retargeting and the effectiveness of Lookalike Audiences. These, above all, were the two outstanding MEDIATA products that were used on this buy. This ROI result exceeded all client expectations and firmly placed MEDIATA as the top performer.
The ROI that MEDIATA delivered on this sale was one of the best our client has achieved to date… As a result, MEDIATA will play a key role in our planning and creative messaging strategies for future sales.