A leading online retailer of luxury vacation packaged tours approached Semcasting looking for a display and mobile advertising campaign to promote their holiday vacation event.
The objective of the campaign was to build brand awareness among targeted customers and to encourage them to purchase their dream holiday vacation package. Ultimately, the retailer measured success by the acquisition of new customers and the increase in sales from the event.
Using Semcasting’s patented Smart Zones’ audience targeting technology, a display and mobile audience was assembled using a predictive model that identified the demographic and socio-economic attributes of consumers who were most likely to purchase holiday vacations. Discretionary income, family composition, age, home value, location, device preference and income were among the variables used to identify the best prospects – matching them to the Smart Zone of those households and individuals. Because Smart Zones is not reliant on cookies, inferred data or tracking of any kind, nearly 100 percent of qualified prospects were able to have custom-tailored messaging delivered to them through online display advertising.
The campaign results were impressive, with over 3.5 million impressions generating sales revenue of $2,831 per conversion, or over $400,000 in new revenue. With a total media budget of $20,000, the return on investment (ROI) was nearly 21 times the cost of the campaign.
Here’s how Smart Zones makes this possible:
To learn more about how we can micro-target travel and entertainment consumers, visit our Travel and Entertainment page and download our overview.