Do you want to know about smart targeting for travel ads? We showed the audience at Zanox Expertday Travel 2017 how ad4mat will get you closer to the user.

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Closer to the user:
Smart targeting for travel ads

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€

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Challenge
• spend advertising budget efficiently
• Performance: reach relevant users

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Targeting
 socio-demographic
 interests & hobbies
 look-a-like
 Retargeting
 …

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Targeting
+ currently interested in
+ intent to purchase soon
+ just bought a related product

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Targeting
socio-demographic,
look-a-like,
Current interest, intent,
related purchases
interest & hobbies,

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Examples
• read blogs about cruises
• read websites about destinations
• search for a voucher for flights
• booked a trip

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How?
• interest & intent data
• from premium publishers
• many categories and brands
• combined with latest targeting technologies

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• Challenge 1: Targeting
• Challenge 2: Notice?

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“Today's battle for hearts, minds, and dollars
is won (or lost) in micro-moments — intent-driven
moments of decision-making and preference-
shaping that occur throughout the entire consumer
journey.”
https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html

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• placed within editorial
content, newsfeed, etc.
• adapted to the website’s look
& feel
• focus on content,
not advertising message
Native Ads:
• Don’t disturb the user
experience!
• Provide added value!

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Advantages of Native Ads
 higher awareness
 higher acceptance
 work great on mobile
 work great in social networks
 more engagement & interaction

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“Tell me
Involve me
and I might remember.
and I will forget.
Show me
and I will understand.”
Konfuzius (ca. 551 – 479 v. Chr.)

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Delivering Performance with Native Ads
1) sophisticated targeting
2) format suitable for “micro-moments”

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flexible component-based ads 

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Delivering Performance with Native Ads
1) sophisticated targeting
2) format suitable for “micro-moments”
3) programmatic buying

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Online advertising in the year 2020
Enders Analysis, “Native advertising in
Europe to 2020”, Feb 2016
37%
63%
Online advertising budget
in Europe (€):
48%52% Native Ads
Other
Mobile display ads in Europe:
Native Ads
Other
545
1700
Native ad spending in Germany
(million €)
2015 2020

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For Publishers
• Make your inventory available for programmatic
native ads!
• Monetize profiles with advanced audience DMP!

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“Native advertising looks like
a rare win-win for the industry:
more effective for advertisers,
more valuable for publishers,
and more acceptable for users.“
Joseph Evans, Digital Media Analyst, Enders Analysis

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 Native Ads
 sophisticated targeting
 programmatic
Meet us at our booth outside .