Cruise holidays are fun and luxurious and unforgettable -- but they’re not for everybody. It’s the job of the cruise marketing team to generate awareness for their brand, by positioning ads in front of the right people and not wasting that spend on showing ads to people who could afford a cruise or wouldn’t take one if they could.
Programmatic display advertising is an essential tool for the cruise advertising industry, because it automates a lot of processes which give marketers a headache and allows you to position ads in front of a highly targeted audience.
Let’s take a look at the typical marketing funnel:
The higher up the funnel we go, the more consumers we reach, but we spend a lot more for the privilege.
Billboards, TV spots and newspapers are fundamental marketing and PR tactics but they cost a lot and you can’t really control who sees them. This is important when planning your marketing spend. In order to ensure that you’re getting the biggest bang for your buck, you need to know where your conversions are coming from. But billboards and TV don’t come with a breadcrumb trail.
Banner ads on a website do. And we have greater control over who sees them.
With programmatic advertising we can reach a large number of prospects at a fraction of the cost.
So programmatic display is like retargeting?
Kinda. But programmatic display planning and buying has some powerful advantages over a regular retargeting campaign.
Retargeting works by placing cookies on a visitor’s browser once they’ve been to your site and then showing them ads on the other sites they visit. In order for this to work, the user has to know your brand and has to have been to your site.
Programmatic display collects information on visitors to your site to create a profile of your ideal customer. Next, it taps into a huge database of websites deemed relevant to, or popular with, your prospects, but only displays your ad if the browser is from the right demographic (based on their internet habits).
Your ads reach a huge audience who may not be familiar with your brand, but are still part of a highly targeted demographic nonetheless.
Crucially, the system does all of this automatically, and even gets better as it goes along. If a website on the placement network doesn’t generate traffic or conversions, it is phased out of the campaign, and more spend is directed to the channels that work. Over time, the campaign gets better and better.
What are the benefits of programmatic display planning and buying?
Programmatic display provides companies with a 100% transparent marketing model. Buyers use an abundance of data to hand pick the right impressions, optimising their display campaign down to each specific impression.
In short, you only pay for the advertising opportunities we want.
That means less waste of your marketing spend, but also less irritation to web users who don’t appreciate your marketing collateral.
Would you like to know more about programmatic advertising and a host of other efficient and effective digital marketing techniques? Why not give us a call today to discuss your needs?
We have worked in the cruise and travel sector online for many years, and could help your leisure brand to capture high quality traffic and conversions, through its online presence.