Today the travel and entertainment industry is transacting over half of its business online. One reason is that over 85% of households in the U.S. and Canada are online. Through devices like tablets and mobile phones, being online is no longer a static, desktop experience. Consumers reach out on-demand to shop for their entertainment and to negotiate their travel needs across multiple devices.
Competition for mindshare and dollars in the online T&E can be aggressive. Today analytic resources are invested to anticipate when and where a consumer might purchase a vacation package, airline, movie or concert tickets. They project the needs of an audience and then deliver a customized ad experience whenever possible.
Until recently, most online campaigns involved conventional cookie-based audience targeting. Advertisers selected from pre-packaged cookie pools or an offline mailing list might be on-boarded. Unfortunately, the list match rate to a unique user cookie is likely to average only a 25% to 30% match and mobile devices and cookies are largely incompatible. At least three-fourths of your target audience is unreachable. For a Travel & Entertainment consumer campaign, reaching only 25% of your target audience is unacceptable.
Enter Smart Zones, a non-cookie-based audience targeting and extension technology which is able to provide nearly 100% qualified reach without duplication. Smart Zones is also device independent putting mobile targeting back in play.
A leading luxury vacation property needed to attract as many prospective buyers to their website in order to generate new sales opportunities. The target audience was based on a custom predictive model built by Semcasting. The model targeted homeowners, between the ages of 45 to 65, with an income above $225k , and discretionary income significantly above the U.S. average.
With the advanced data accuracy and reach supplied by Smart Zones, this luxury vacation property was able to minimize waste and reach a blended CPA 52% lower than the goal.
Here’s how Smart Zones makes this possible: