Icelandair had two problems: how to ensure their seats were filled after the pandemic, and how to maximize bookings without spending a lot of money. To tackle these issues, they chose an unusual channel—programmatic advertising. With the help of Brainlabs North America, they used AI from Scibids to create custom bidding models. This enabled them to identify and target people with intent to travel, and get dynamic creative in front of the desired audience at the right moment. As a result, they achieved a 70% decrease in cost per flight booking over the past year, and a 10x ROI compared to the benchmark price of applying artificial intelligence themselves.
Programmatic advertising can be a powerful tool for businesses both large and small. It allows you to reach a larger audience and target people who are in the process of making a decision. However, it can also be tricky to get the right combination of audience and bidding to achieve the desired results. To make the most of it, it is essential to have a detailed audience framework and close collaboration between the strategy and planning teams. With the right strategy and the right partner, businesses can achieve great results.
Originally reported by Martech: https://martech.org/how-icelandair-used-programmatic-to-increase-bookings/
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