Meliá Hotels International: Attracting UK holiday bookers through display and FBX

Rocket Fuel

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Key takeaways

  • By integrating data from the advertiser's website (using a tag), the DSP (Rocket Fuel) was able to run an act-alike model to expand reach to find similar behaviours to people who had booked rooms. This turned out to work, even though the market for hotel rooms is highly competitive and online savvy.
  • A display campaign can easily take a performance measure (like clicks or orders), and use it as a KPI. This allows the advertiser to control the display media as opposed to treating it as a performance campaign.
  • A clear and measurable business focused goal was at the core of good performance.

Background and campaign goals