Affectv achieves a 17% increase in conversion rate for Thomson through prospecting new customers and creating tailored ads to drive sales

Thomson wanted to better understand their audience’s online behaviour, whilst also prospecting a new target audience. They partnered with Affectv to gain data-driven insights about their audience in order to create tailored ads, based on their intent to travel.  The insights allowed for Thomson to increase their overall target audience, whilst also driving sales. The personalised ads enabled consumers to receive relevant offers with engaging content based on their displayed interests, which led to an increase in sales and a 17% increase in conversion rate.

Summary Circle

The Challenge

Thomson, the UK-based travel operator, approached Affectv to help gather insights into their audience and understand their online behaviours better, thus helping them to match the right product to the right person in real time. They needed help in attracting new prospects at scale, as well as delivering personalised, engaging and relevant communications within their ad creative.

The Solution

As the largest aggregators of browse, share and search data, Affectv were able to identify an audience who showed interests in travel, holidays, cruises, hotels and villas, last minute flights and currency exchange. They aimed to reach relevant individuals who had shown an intent to travel, and engage with them at the moment they were ready to select their vacation, before they had visited the Thomson website. Affectv needed to identify what was most appealing to individuals and what had the greatest effect on their propensity to buy between destination, hotel details, weather, price, etc. Insights revealed that destination itself was the key factor in engaging individuals who were in-market for travel.

Using the insights gained, Affectv used their tailored ads, pulling in a variety of engaging imagery of over  90 destinations Thomson offered. They used a product feed ad, which included pricing information and a call to action based on the intent signals displayed by the individual. Using real time data, the message was tailored for each individual, showing the specific destination matching their interest, along with a tailored message presenting a live price and link to a specific landing page. Affectv used a prospecting approach to target new customers for Thomson offers, based on the insights previously gathered. And by presenting the relevant information through a personalised ad to each individual in real time, Affectv aimed to increase consumer engagement as well as drive sales not only across Thomson’s existing audience, but also across a much wider audience with an interest and/or intent to travel. To ensure consistency across the campaign, all imagery was automatically captured, cropped and centered dependant on the shape of the banner as well.

The Result

Affectv used a split test, comparing the performance of Thomson’s original creative with the Affectv’s tailored ads, which were personalised to each individual. When compared to the original creative the tailored ads delivered a substantial uplift measured against 3 metrics: CTR, unique lands and conversion rate. The most notable of which was conversion rate which witnessed a 17% increase.

Additionally, the campaign demonstrated the power of data in dynamic prospecting, as Affectv were able to find and attract a much wider audience, driving sales and delivering great results for Thomson.

Summary Circle

Affectv’s tailored ad solution was a brilliant and unique approach to the brief. It allowed us to differentiate Thomson by addressing new customers at scale with an offering tailored to their expectations. Delivering the right destination to the right individual in real time led to great  results.

Charlie Clack
Senior Planner/Buyer, Mediacom