A new entrant to the likes of Google Ads, Facebook Ads and various other ad platforms is none other than Asia's metasearch engine Wego.
The company is launching an Audience Engagement Platform by extending its advertising technology stack to deliver more targeted inventory online.
With the new ad platform, Wego will enable advertisers to target users by various parameters.
A flavor of these parameters are: by country of origin and destination, age, education, gender, occupation. This is in similar lines with those various options available in Facebook advertisement platform.
Through advanced ad technologies, big data assets and custom algorithms, Wego will deliver users with what it says will be the optimal creative at the best price.
Following solutions are offered in the new ad platform:
Deliver ads to target Wego users on or outside the Wego network.
- A Wego user searches for flights/ hotels for Singapore, and subsequently leaves the Wego network
- As the same Wego user goes to other sites, Wego deliver targeted ads, knowing they searched for “Singapore” as their destination
This is similar to the Google's retargeting platform and Facebook's Exchange (FBX)
Re-engage with previous Wego users who are keen to travel again.
- User is a previous visitor to Wego but has not returned for a period of time
- Wego will serve targetted ads to the user based on prior visit data and the current external site being viewed
Based on audience science existing in Wego and unique user data set, Wego will identify a matching audience that continues to meet the advertiser's target profile, no matter where their location is on the web.
This is achieved by combining Wego's first & second party data with best third party data providers.
Below are few of the audience data set of Wego:
With the new platform, an advertiser would be able to define this rule for showing their advertisement: "Display ad only for male budget travellers who are 25-40 in age, searching for Macau as destination".
The audience includes users of all 52 customised Wego sites in 30 languages around the world, a community that currently generates bookings of over $1.2 billion per quarter, the aggregated value of transactions the company passes to its travel partners.
Rick Mulia, VP of media and advertising solutions, says:
"Clients want more targeted buys, with better ROIs and less waste. Wego’s new Audience Engagement Platform, designed to follow people, not places, plays to Wego’s strengths and provides a quality audience with high travel intent. We know it will perform.
"We have vast experience when it comes to the travel purchasing funnel and can make a significant difference by sharing our knowledge with other online advertisers.
"Starting with re-targeting, re-marketing and audience extension campaigns we will go deeper with our segmenting capabilities, selecting users for their business class or family travel plans, even their preference for a hotel chain, frequent flyer or hotel star rating."
The company has also packaged ad creation service with the new platform to offer full campaign management consulting.
The Audience Engagement Platform will serve hotels and airlines, but it is expected to attract other travel-related service providers like credit card companies, insurers.
Wego is rolling out the new technology during the Ad Trading Summit in Singapore this week as the first clients go live over the Wego network.