Best Practices: Audience Targeting for Travel

5/20/2010

Audience Targeting for TravelOptimizing for Higher ROI Across Onsite Offers and Media Campaigns with

[x+1]’s Integrated Platform

Presented at PhocusWright 2009

Who we are

[x+1] provides tools and services for advertisers and agencies to optimize results

from display media, search landing pages and websites.

Who we help

The [x+1] Products

We Drive Campaigns Using Data & Segmentation

In Market(Context and Behavioral)

Geographic Demo

MaleHigh income

Customer

+ + +

Surf Waikiki!

Packages starting at $699

AUTOMATICALLY

(Or by using audience segmentation & rules)

Both Onsite and Offsite

Surf Waikiki!Packages starting at $699

Surf Waikiki!

Packages starting at $699

Publisher Site Your Site

7

YOU ARE ALMOST THERE!Check out our lowest fare deals.Less than 500 “points” and you will be upgraded to gold status.

Drive Loyalty Programs

Middle Seat Monday?Sorry your flight was not perfect.Please accept free Wi-Fi on your next trip

Build Relationships

Build Multichannel Reach

Check InFrom Your Phone!

Find the right audience for Cross Sell/Upsell

Car ad for Waikiki rental

$29Speed in Waikiki

Waikiki is 10 hours away…Wouldn’t you rather sip champagne?Click here to upgrade your flight >

Stay in a five star Waikiki hotel -Upgrade for only 200 points!

In Market(Context and behavioral)

Geographic Demo

FemaleHigh income

CustomerDelta

Skymiles+ + +

Packages starting at $699

Let’s walk through how all this works:

Proprietary and Confidential

Delta Landing Page Segments

[x+1] identifies 1700

discrete audience

segments, and can

serve those

segments unique

pages all from one

simplified dynamic

landing page

Impact is quantified against a hold-out control cell

Personalization of Delta’s landing pages drives lift and produces significant incremental revenue:

In 6 months, [x+1] technology has generated 40x ROI for Delta

• [x+1]’s incremental volume in placement A is not cannibalistic to conversions from the RTR on the homepage

• Through conversion tracking [x+1] has been able to advise which creative copy and imagery are most successful at driving ticket sales

To learn more about Audience Targeting, please contact

Mike Dillon at mdillon@xplusone.com or call

(203) 984-2403