Travel data provider Adara is deepening the utility of Facebook Exchange for travel brands by offering integrated re-targeting that allows travel brands to follow hot leads from around the Web onto Facebook.
By joining the
Facebook Exchange, Adara is effectively bringing their deep set of consumer data to travel marketers on Facebook. Marketers will now have access to the endless niche targetability of the world's largest social network.
Facebook Exchange is a real-time bidding platform that allows advertisers to target on Facebook using behavioral information from outside the network. According to comScore, Facebook controls 25 percent of the display ad inventory on the Internet, so this is a significant opportunity to target more effectively.
Initial
reports on the Exchange are positive, with some advertisers seeing a
197.3% increase in ROI. With access to travel-weighted data, travel marketers should be eager to see how this addition plays out on the bottom line.
From the release:
In joining the Exchange, Adara allows consumer brands to connect with travelers on Facebook to deliver highly relevant advertising to them in a timely way. Advertisers using Adara’s proprietary marketing platform are able to precisely target travelers using Facebook, based on their recent travel search and booking activities.Adara receives real-time search and booking data directly from 45 of the world’s leading airlines, hotel and travel distribution companies. Adara is the first company to make available such a massive volume of rich, pure travel data to marketers for smarter targeting decisions in digital ad campaigns across web, mobile and social media platforms.
Use cases include the ability of a car rental company to target a traveler who recently searched airfares to a particular destination, or a vacation rental owner who wants to target only those users that have searched recently for their destinations.
There are many other ways to use this integration, which will be greatly appealing to all stripes of travel brands. The immediacy is the key advantage here, as the targeting process happens in real-time.
Adara has data partnerships with over 45 travel suppliers, including United, Delta, USAir, Marriott, Preferred Hotel Group, Choice Hotels International, Hilton Honors, Wyndham Rewards and others, which cumulatively provide access to over 150 million unique traveler profiles
And with 82% of travelers trusting recommendations from friends and family, the potential for creatively targeted, effective ads is exciting. Especially when the real-time access is factored in, these ads could show some great return for those marketing on Facebook.
Tnooz caught up with Bernie Yu, Adara's Senior VP Marketing, to learn more about the new integration.
What is the significance of this product integration?
Adara offers the power of real-time, big data about what travelers are searching for and booking right now on the web, and has combined that with the strength of Facebook as a marketing channel.
With Adara, advertisers can reach travelers on Facebook with information about their offerings that is highly relevant to the trips they’re planning and booking currently.
Through its relationship with FBX, Adara allows advertisers to pinpoint actual travelers on Facebook at scale – specifically, travelers who are planning and booking trips in real-time. This opens up huge possibilities for reaching travelers with the right message at the right time, possibilities that weren’t available previously.
Marketing on Facebook is a smart strategy for reaching travelers, who are constantly on the site checking in at airports, sharing photo of their travels with friends.
Up to this point, what was the workflow for travel brands looking to market on Facebook? Advertisers were working with Facebook directly on a contextual basis. Or, they have been working with third-party data, not really knowing how good the quality of the data is.
Third-party data (acquired from a reseller) can be lacking in accuracy and may be weeks or months old, and typically is based on implied information, or guesses.
By comparison Adara’s data is fresh, up-to-the-minute, first-party data, it comes from travel companies and from actual customers. So Adara clients are able to reach real buyers in real-time, meaning when they are in the market for travel products and services.
Please explain some of the advantages of this type of marketing.Adara’s traveler data is massive, up-to-the minute, and unrivaled in quality and scale. Adara receives search, booking and loyalty data directly from 45+ of the world’s top travel companies, including United, Delta US Airways, Marriott, Hilton, and more.
These partners provide Adara with profile data from hundreds of millions of customers. Though the data remains anonymous, Adara’s precision-targeting technology can pinpoint travelers who booked an air ticket and need a hotel or who are shopping for air fares to particular destinations, for example, resulting in very high conversation rates for clients.
Consumers have shown some reluctance to re-targeting. How will these concerns be addressed in the product?
Adara adheres to the highest privacy standards with full opt-out capabilities. Consumers can also go to Adara’s site to opt out. Adara believes that its approach creates more a useful advertising experience for consumers because it’s relevant to their interests, while always protecting consumer privacy.
NB: Facebook image courtesy Shutterstock.