Spend Less, Earn More Through Programmatic Advertising

The unusual story of a hospitality brand whose programmatic advertising campaign reduced their marketing budget but re-imbursed the brand favoritism

The COVID-19 pandemic was an unforeseen storm that hit the world out of nowhere. Industries and brands bore the runt in the form of declining engagement with their loyal customer bases. The era saw a rise in programmatic advertising that allowed brands to connect with customers through platforms that weren’t considered to be the traditional modes of advertising. Like a phoenix rising from its ashes, these brands were able to set themselves apart in their field. We will be talking about a hospitality brand in particular, that took the unconventional path and turned it into an opportunity to build brand awareness. Stick till the end of the blog to find out which brand we are referring to. 

The Drastic Move to Cut Marketing Costs 

Because of the strict movement restrictions imposed during the pandemic, the hospitality industry was one of the worst-affected sectors. Hospitality brands were incurring financial and engagement losses. This particular hospitality brand saw this as an opportunity to rebuild its brand awareness and communicate to its customers the values the brand stands for. The brand, having re-evaluated its marketing strategies amidst the pandemic, took a decision to cut costs on redundant marketing strategies and turned its attention to more targeted and customer-focused brand marketing tactics. This was made possible with the adaptation of programmatic marketing. The brand had previously invested around 1.6 billion dollars in 2019 toward sales and marketing, the majority of which comprised a collaboration with Google. 

Their New Strategy

The brand launched a large-scale brand-marketing campaign, the largest in 5 years. The company curated a range of video graphic content utilizing a wide range of real photographs contributed by customers who had experienced the services of the company. The campaign aimed to spread awareness about the perks of their properties and the benefits of being a partner in their services. These videos were released over TV and digital channels across the five most influential markets in the UK, US, France, Canada, and Australia, after which the campaign expanded its reach to Italy and Spain. It included three spots and almost 400 airings on popular shows like Shark Tank, The Chase, The Bachelor, NBA Basketball, and Jimmy Kimmel Live. 

The Takeaway 

Even though the ads were far from flashy, they remained true to the brand’s voice and image. Moreover, the platforms on which they were released were gaining more traction over the traditional advertising channels.  The campaign videos garnered a total of 17M global views. 

This highly impactful programmatic advertising strategy led to a 15% overall increment in traffic in all the target countries, compared to the results from campaigns that had run in 2019, before the pandemic. Therein lies the beauty of programmatic advertising. Through the subtle art of relying on your brand’s personality and communicating it to your target audience through the most desirable platforms, you can see immense growth in your business without having to bear extravagant marketing costs. The total expenditure on the campaign accounted for 9 million USD, compared to the 1.6 billion dollars they had spent on sales and marketing campaigns in 2019.

By cleverly investing in programmatic advertising the brand was able to incur a ratio of 3:1 return on ad spend (ROAS). This meant that the brand was earning 3 dollars in revenue for every 1 dollar spent on advertising. The brand successfully exploited the power of data and analytics to create targeted ads. The use of digital platforms allowed the ads to gain more exposure before the target audience, who were able to connect with the simplicity and the message being portrayed by these ads. 

The Importance of Programmatic Advertising 

As seen from the above intriguing tale of the hospitality giant, programmatic advertising can for once and all change the growth curve of your business. This advertising technique relies on the validity of data analysis, giving you accurate measures of where, how, and when you should be investing in your marketing efforts. 

The process of launching such campaigns involves a thorough understanding of your clientele. These insights can help you tailor your ads according to demographics, geography, psychographics, behavior, location, and time of engagement. In other words, programmatic advertising simplifies audience segmentation and targeting. Through the real-time data obtained through programmatic campaigns, you can monitor the click-through rates, viewability, traffic, and engagement. As a result, your marketing efforts can be narrowed down to the spheres that created the most impact. To boost brand awareness, you could aim for maximum exposure to potential clients.

Can you take a guess at which brand this is? 

This brilliant advertising scheme was launched by Airbnb! They named the campaign “Made Possible by Hosting” and shed light on their gratitude toward the hosts of various Airbnb properties, which clearly resonated with the target audience. 

Adopting Programmatic Advertising 

Airbnb’s campaign is the ideal example of how programmatic advertising can radically change the growth curve of your business. It is all about smart marketing and knowing where to put your resources. It is imperative to thoroughly understand your target audience. This will give you a better view of how they perceive you and your brand. It takes time to get that perfect match when it comes to campaigns. However, through research, experimentation, and implementation, programmatic advertising can become your commander-in-chief to raise brand awareness. As seen in the above case study, this tactic is much easier on your funds as well. What’s more! You are not in this alone. There are media houses and advertising agencies like us, 9MediaOnline, who are ready to help you with your campaign strategies. With 9MediaOnline’s hybrid auction system assisting you, you can easily maximize your revenue. Our high-precision targeting strategies will give you unprecedented audience insights, based on which our CTV campaigning strategies are built. 

We are just a call away. Contact us to get a free consultation, today! 

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