Travel & Hospitality Brands Achieve Triple-the-Average Conversion Rate Using Data-Driven Dynamic Creative Optimization (DCO)
Jivox Analysis Reveals 5-Month Mark as Optimal Time to Refresh a Campaign to Avoid Consumer ‘Ad Fatigue’
San Mateo, CA (September 5, 2019) – Jivox, the personalized digital marketing technology leader, today released “Dynamic Creative Optimization (DCO) Benchmarks: How Personalization Engages Travelers and Drives New Bookings.” This new benchmarking report underscores the significance of integrating data and automation to drive conversions. The report taps into Jivox analysis of over 47 personalized dynamic creative campaigns served globally for leading travel and hospitality marketers between April 2017 and January 2019. Looking at a subset of campaigns specifically with conversion as the main objective, Jivox identifies that these brands generate more than 3x the average conversion rate (CVR) by combining intended travel destination and travelers’ membership status (loyalty) as key personalization triggers.
Also highlighted in the report is a recommendation for creative campaign refresh around the five-month period to avoid ad fatigue. When refresh is done programmatically (with minimal manual production work), travel and hospitality brands can maintain a high click-through rate (CTR) curve and achieve better return on ad spend for their campaigns.
Additional major findings for travel and hospitality marketers include:
- Deeper personalization increases engagement. Brands layering “intended destination” with customer loyalty data in their personalized DCO also nearly double the overall campaign average CTR
- Dynamic creative with personalization wins. Brands are seeing 3x the success in engagement, compared to non-personalized creative
In addition, the report illustrates how personalization through DCO aids marketers in connecting with prospective travelers through a complex path-to-purchase—one that can take them from mobile to desktop and video to social media platforms, and then all the way to a brand’s website. DCO can even assist in delivering insights that can make a real-world flight or hotel stay a more pleasant, personalized experience.
“Personalized digital marketing enables travel and hospitality brands to build strong connections with consumers throughout the customer journey—from interacting with the first video ad that catches their eye to having a unique experience on a brand’s own website that clinches the vacation plan,” said Anna Luo, Vice President, Customer Innovation and Marketing, Jivox. “It is clear that DCO, when used with deeper marketing personalization, increases engagement through CTR and drives higher conversions. Ultimately, brands are able to gain important insights into the travelers, as a way to cultivate loyal fans and return visitors.”
To review the full report, please visit https://info.jivox.com/dco-benchmarks-travel-and-hospitality-2019.
Jivox is transforming the way the world experiences digital marketing. We connect brands with their audiences in the most personalized way: using big data, AI/machine learning, Dynamic Creative Optimization (DCO) and customer journey optimization technologies to deliver omni-channel precision marketing. More than serving relevant messages in consumers’ purchase-intent micro moments across all channels, brands can track, measure, and optimize customer paths–starting from a brand website, email, or exposure to an advertisement–that are driving engagement and conversions. Recognized as a leader in creative advertising technologies, only Jivox delivers 1:1 messaging throughout the customer journey, seamlessly linking paid and owned media. Jivox is trusted by hundreds of leading companies including Marriott International, Toyota, Sony, AirBnB, Mazda, Pepsi and more. Jivox has been recognized by Forrester as a leader in creative advertising technologies, and is able to offer large global brands both experience and maturity. Learn more from The Forrester Wave™: Creative Advertising Technologies, Q4 2018 report by Forrester Research, Inc.