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Jeep sojern meeting 02-11-14
Sojern is a data-driven marketing platform that helps travel brands reach travelers through programmatic advertising. They locate travelers using anonymous cookie data and identify them based on search, purchase, and other online behavior data. Sojern then bids on ad inventory across websites in real-time to serve targeted ads. They provide solutions like display, video, and boarding pass advertising. Case studies showed their targeted campaigns drove higher booking conversions and sales for clients like Montana, hotels, and Samsonite at lower costs than other channels. The presentation recommended a $50k programmatic display and boarding pass campaign targeting premium travelers to increase a brand's awareness.
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Jeep sojern meeting 02-11-14
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- 2. Agenda + What WeDo + How We Do It + Why Sojern + Audience Insights + Solutions + Case Studies + Recommendations 2
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- 4. Data-Driven Marketing Locate Audience BidOn Inventory Identify Audience Serve Ads We locate your audience on websites they visit using anonymous cookie data. We collect, curate, and score search, purchase, check-in, and insights data from partners to identify the right audience for each marketer’s needs. We use powerful technology to bid on ad inventory across 95% of sites on the web in milliseconds, ensuring you reach your audience. We serve your ad across multiple channels, getting your message to your audience in all the ways they prefer to engage. Continual Optimization with our Machine-Learning Technology Right Message + Right Format + Right Traveler + Right Time 4
- 5. Data Activation AcrossChannels Real Time Display On Site – Site merchandising – Upsell/cross-sell Boarding Pass – Print and online – Pre-travel offerings – Local & national Traveler DNA – Mass reach – Immediate exposure Facebook Exchange – Key inventory source – High engagement Real-Time Video – High relevance – Experiential/rich 5
- 6. Why Sojern? Travel Technology Team PLATFORM TRAVEL &ONLINE MEDIA We have helped 500+ of the world’s top travel companies reach, convert, and retain customers. 100MM+ traveler profiles, billions of data points, and a powerful platform enable us to capture, curate, and activate for optimal results. Our team of travel and online media veterans has successfully guided thousands of campaigns for brands. EXPERTISE 6
- 7. Who We WorkWith Partnerships with 500+ Top Global Brands 7
- 8. What Our PartnersSay “We wanted to focus on the kind of traveler who would need Samsonite’s products, and Sojern helped us reach our target travel audience to drive cost-effective sales and build brand awareness.” Stephanie Goldman, Director, Marketing Communications, Samsonite “Running a destination-specific ad with Sojern was so successful we expanded the campaign to other U.S. and international destinations. Sojern helped us drive bookings more efficiently and effectively, changing the way we’re doing our marketing.” Kurien Jacob, Senior VP, Revenue Management, Highgate Hotels “Sojern’s audience targeting capabilities and high-quality data provided the deep insights we needed. They helped us identify the right audiences at the moment they started to plan a vacation, and then delivered the most relevant message to them. Sojern was one of our topperforming partners and a great team to work with.” Katy Peterson, Consumer Marketing Manager, Montana CVB “We look to Sojern to provide actual bookings at a cost that’s lower than OTAs, and they deliver on that every time.” Joan Evelyn Lee, Director, Revenue Optimization, Travel Tripper 8
- 9. An Affluent Audience Sojernis more likely than the average website to have (index)… comScore Audience Sojern Frequently advises others on travel 186 Search daily for world national local news (last 30 days) 232 Spent $500+ on men’s clothing (last 6 months) 161 Spent $2500+ online ( last 6 months) 249 Spent $500+ on women’s clothing (last 6 months) 199 Annual budget for business purchases is $100K+ 260 Beach, cruise, golf, or theme park vacation (last 12 months) 128 Spent $50-99 (last 30 days) 291 Consumed wine (last 30 days) 174 Note: Sojern index data is based on implemented airlines (comScore February 2011) Note: Sojern index data is based on implemented airlines (comScore February 2011) 9
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- 11. What Is ProgrammaticBuying? Key Benefits & Features + Allows 1:1 conversation with your audience, enriching user experience and engagement + Optimize your campaign messaging and creative in real-time, ensuring the right message reaches the right person at the right time + Engage with your audience across multiple channels through a single platform Key Benefits & Features + Programmatic buying is the automation of the purchasing of granular, individual buys across all forms of media at scale. Thousands of variables can be tested in mere seconds, and 5x–6x ROI improvements are possible. Consumer Campaign Creative Learn and optimize from real-time insights Compare metrics of different tactics Know what message works the best 11
- 12. How Programmatic Buyingaka Real-Time Bidding (RTB) Works via Sojern 1. We identify, score/evaluate, and locate online audiences to meet each campaign objective. 2. Our powerful platform bids on ad inventory across 95% of sites on the web in milliseconds, ensuring you reach your audience. 3. Ad inventory is secured, putting your ad in front of your audience at the optimal cost. 4. Getting your ad in front of the right audience in the right places at the right times increases brand awareness, conversio ns, and loyalty. 12
- 13. Facebook Exchange + Key Benefits& Features User browses online for a business trip User sees ad for a printer + Expand your reach to Facebook’s more than one billion users through the Facebook Exchange (FBX) to maximize conversions. FBX campaigns have been shown to generate 10x–20x ROI for brands. 1/7 Per month spent on Facebook alone + User Privacy Protection 6+ hrs 58% People are on Facebook right now + Quick & Easy reach to + Expand your Set-Up Facebook’s more than one billion users through + Personalized Creative the Facebook Exchange (FBX) to maximize conversions. + Optimized Performance FBX campaigns have been shown to generate 10x–20x + Expert Account Team ROI for brands. Users return daily 13
- 14. FBX Sample AdPlacement 14
- 15. Video + Key Benefits &Features Watch the commercial + Access key travel audiences across 10,000+ video sites and engage travelers as soon as they have shown intent. With 52% of the U.S. population watching video online, expand reach and drive high-impact brand engagement across top video content publishers. + Targeted ads based on + Access key travel audiences across 10,000+ specific intent actions video sites and engage travelers as soon as they + Raises brandintent. With have shown perception 52% of the U.S. and awareness population watching video online, expand reach and + Brand-safe verification drive high-impact brand providers engagement across top video content publishers. + 4.7B 11.3B 38.7B View impressions per month Ad views in the month of December alone Deep audience engagement pre-roll, midroll, or post-roll Online content videos 15
- 16. Boarding Pass Products OnlineBoarding Pass Printed Boarding Pass Sojern’s Boarding Pass Products are powerful contextually targeted ad products displayed to travelers up to 24 hours in advance of their trip. The Boarding Pass Products combine useful content, relevant targeted offers, and unique utility to drive incredible user engagement. 16
- 17. Printed Boarding Pass High-Impact,Contextually Targeted Opportunities Affluent audience prints 24 hours prior to flight. + Targeting includes: + Origination/destination + Dates of travel + Service class + Travel type + Gender + Display ad units: 300x250 or 300x500 Highly captive audience views the printed boarding pass an average of 5 times. 17
- 18. Online Boarding Pass High-Impact,Contextually Targeted Opportunities Affluent audience views 24 hours prior to flight. Targeting includes: + Origination/destination + Dates of travel + Service class + Travel type + Gender + Display ad units:300x250 or 300x600 + Video or interactive flash Highly captive audience views the online boarding pass for an average of 4 minutes. 18
- 19. Boarding Pass Takeover + KeyBenefits & Features + + + Create a strong brand impact with a unique and customized experience. Sojern offers a full takeover of the online boarding pass with high-engagement video and wallpaper background for optimal brand exposure. Createspecific audiences Target a strong brand impact with a unique and for optimal efficiency and customized experience. performance. Sojern offers a full takeover of the online boarding pass with high-engagementas Reach key audiences video as intent is soon and wallpaper background for optimal known, increasing brand exposure. receptiveness. + Sojern is the only company to offer advertisements on airline boarding passes. + Customize messaging to the right person, at the right time. 87M 152M 580M Online check-in sessions Boarding passes available for print Estimated boarding pass display impressions served 19
- 20. Microsoft Boarding PassTakeover 20
- 21. Porsche Boarding PassTakeover 21
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- 23. Montana Case Study Results + Overall2012 campaign CTR performance was 64% better than the established campaign goal. + Travelers exposed to Montana’s brand marketing message delivered by Sojern showed a 14% increase in flight bookings to Montana airports compared to a portion of the same audience that was not shown the ads. + Optimized summer campaign produced 145% increase in CTR compared to winter campaign, proving that continuous optimization is a key performance driver in behavioral targeting campaigns. Objective + Expand awareness and drive qualified traffic to visitmt.com website. + Increase visitors to Montana and the various destinations within the state. + Engage in-market travelers in Montana’s key feeder markets to keep Montana top of mind as trips are being researched and planned. 23
- 24. Premium Hotel ClientCase Study Results + Lower CPA by 3 – 4x through continual campaign optimization. + Decrease CPM from prior year by 17%. + Focus on “when” the traveler was most likely to book, instead of the “who”. Objective + Lower CPA across all hotel brands. + Target customized ads relevant to consumers’ travel intent. + Drive bookings at a cost lower than other custom programs. 24
- 25. Samsonite Case Study Results + + Objective +Samsonite needed to create an impactful campaign to drive traffic to shop.samsonite.com and deliver both online and offline sales. With Sojern’s unique boarding pass and audience targeting solutions, Samsonite took their campaign performance and ROI to a new level. Achieved highest rate of conversions and the highest ROI, delivering 5x sales volume vs. other vendors Attained a high CTR of .34%, driving site traffic substantially above the volume seen in less targeted campaigns + Reached and engaged 50MM active travelers who matched Samsonite’s target market 25
- 26. Recommendation Budget + $50K Budget Targeting + + + + Contextual PremiumTravelers across Business and Leisure Segments Sojern Traveler Platform Premium Travelers Creative Size + + + + Boarding Pass 300x600, 425x200, 740x600 STP 300x250, 160x600, 728x90 Success Metric + Full targeted impression delivery + Brand awareness + Response rates and interactions: Clicks, CTR 26
- 27. Thank You! + HalinaBorzecki Regional Sales Director, Brand Solutions E [email protected] P 630.669.3322 27