March 7th, 2014
We love it when the stakes are high and the benefits are exponential. That’s why Indigo and United Airlines came to us to architect, design and develop an eCommerce site for their millions of Mileage Plus Members. The site offers deep discounts and easy purchase of carry-on bags that meet the exact requirements of United and the real compartment dimensions of their Boeing jets. This project is a rewards activation point (helping fliers conform with discounted bags) for United’s larger strategy of better managing its customers’ carry-on baggage. The goal is to a. improve gate experience by reducing delays and conflicts with fliers whose bags do not fit regulations, and b. getting planes loaded faster and in the air sooner, improving on-time arrivals.
We’re proud to be the digital solution that could improve everyone’s lives in a small way. Thanks to each person on the team who contributed so mightily to this successful program: CS, JL, CS, KP, DR, CW, SM, TB, and VT.
March 3rd, 2014
We partnered with Adara Media to produce banner ads that drive online reservations for a cluster of four IHG hotel properties. Dynamic display ads retargeted prospects who searched on IHG.com for rooms in the markets the properties serve. Through on-going dynamic creative optimization (DCO), we delivered 17x ROI.
What's more, we developed the IHG cluster’s first Facebook Exchange (FBX) campaign. Adara Media matched IHG.com searchers with Facebook users to enable Custom Audience retargeting campaigns on FBX. Our September – December campaign drove 4x ROI. With further optimizations in January-February, we are now averaging 7x ROI. Our next tests will include Facebook NewsFeed ads and Twitter sponsored tweets! Both will exclusively reach IHG.com searchers, using retargeting data via Adara Media.
Thanks to the whole IHG / BD / Adara team for reaching such heights! SK, TB, CS, IC, CS, JL, VT, and the rest of you talented folks - you know who you are.
January 13th, 2014
The new Grand Hyatt Dubai Residences web site is our latest creation for Hyatt properties worldwide. Designed and authored on the Hyatt CQ5 platform, this web site offers navigation and content in dual languages for visitors: English and Arabic; an easy-to-use reservations module; multimedia display; featured pages for all of the property's restaurants, amenities, points of interest, interactive maps, and room configurations - all while being spot on with the Grand Hyatt brand. Thanks to the whole team here and at Hyatt for helping make this CQ5 site come alive. CS, TB, KP, VT, CS, JN, KO, and KA.
December 10th, 2013
Performance data and creative optimization for display ad campaigns is a critical component in maximizing their engagement effectiveness, click-through rate and ultimately ROI. We’ve been preaching this since 2011 and we have seen many of our clients’ campaigns perform far better than average marketplace advertiser expectations. That's why we always perform A/B tests on our creative early in the campaign process.
Our most recent success story is an interesting example of how creative analysis and optimization of an ongoing campaign can - all by itself - boost dynamic and even static ad performance. Above are two versions of the same display ad for a major motion picture. We created each to A/B test which elements and creative approach performed best with targeted audiences. The first test version (at left) 'A' performed to modest expectations. The click-through rate after 1+ weeks of media placement was approximately .02. For the 'B' version (at right) remove actors’ names, increase the size of their faces and use a photo of the female actor on the second panel that ‘looks at’ the call-to-action button. We examined the detailed performance data for both ads and extrapolated those insights into creative strategies for getting a much better response. By running the winner 'B' ad with mods, we achieved a 4x increase in click-throughs to .08 for the second week! - Even though the film itself was panned and not popular with the public.
This is just the latest example of why we uniquely engineer A/B tests on our ads and integrate Dynamic Creative Optimization into all of our major campaigns.
Is your display advertising agency doing A/B testing on your ad prototypes and applying DCO for your campaigns? If they’re not, you could be getting much more brand lift, customer engagement and transaction conversion. Send us an email at email@example.com and we'll be happy to talk about your needs and our capabilities.