ASIA PACIFIC – November 12, 2013 – AirAsia Zest achieved twice their target ROI through a campaign led by Smart Trading, DG MediaMind’s managed service for RTB/exchange media buying.
DG MediaMind’s Smart Trading team was able to achieve both optimal pricing and huge reach for AirAsia Zest by buying across ad networks such as Google, Microsoft, Facebook, Rubicon and Pubmatic.
In a case study on the campaign, DG MediaMind Smart Trading shared that AirAsia Zest were looking for an innovative way to build awareness, increase site visits and drive bookings, while getting the most for their advertising spend. "AirAsia Zest wanted to target audiences with demonstrated intent to travel on a massive scale," said DG MediaMind.
In order to achieve these objectives, DG MediaMind’s Smart Trading specialists came up with a plan to buy across multiple inventory sources, enabling the advertiser to implement a holistic strategy that minimized cost while maximizing performance.
“We applied multiple buying strategies that worked in unison to exceed AirAsia Zest’s CPA goal,” said DG MediaMind APAC Trading Sales Director Dylan Robinson. “We managed the strategy, setup and optimization which got the most out of the client’s budget and drove relevant users who converted.
The end result was that Smart Trading surpassed the target KPI in less than two weeks – half the time it normally takes.”
According to the case study, the campaign budget and strategies worked as one, enabling the team to optimize factors such as frequency across the entire media plan. The team blacklisted undesirable sites, leveraged multiple data sources for targeting, continually tested new sites and optimized toward the lowest-cost conversions – with one unified CPA goal and one unified budget.
“This multi-inventory source method maximized our budget and ensured we got the best possible price for our ads. We met our CPA goals, conversions are increasing, and the Smart Trading service and reporting have been excellent,” said Del Rosario, Natalia Marie Penalosa, Digital and Creative Manager, AirAsia Zest.
By leveraging DG MediaMind’s Smart Trading service, the airlines broke new ground in the Philippine online advertising industry, DG MediaMind said, noting that AirAsia Zest were the first advertisers in the Philippines to leverage this in-house trading team for strategy, setup and optimization of a large-scale exchange-based campaign.
KPIs for this campaign were total conversions in the form of seats sold, they said. AirAsia Zest achieved twice their target ROI for the campaigns – an outstanding result.
