How AirAsia’s dynamic creative push delivered higher ROI in Indonesia
Indonesia AirAsia, one of the low-cost carriers in Jakarta, is also amongst the sophisticated online advertisers. The company has utilised retargeting campaigns in the past to deliver relevant ads to its website visitors and has claimed to achieve great results in those campaigns. However, the airline industry is fiercely competitive, and Indonesia AirAsia has to constantly come out with new campaigns and fresh ads to react to rival marketing strategies and consumer needs.
Challenge
Indonesia AirAsia was looking to go beyond standard retargeting to create a more personalised ad experience. In addition to looking for a way to create multiple ad versions on a short time frame, it also wanted higher ROI (return on investment).
Execution
With the advertiser goals in mind, media agency Mindshare Indonesia developed an always-on retargeting campaign using Sizmek Dynamic Creative Optimisation (DCO). Sizmek DCO aims to achieve ad personalisation and targeting on a massive scale. In addition to being simple and cost effective, Sizmek DCO says it can also provide advertisers the ability to leverage user-level data to introduce relevant and meaningful messages to each consumer.
Using simple Excel feeds into Sizmek DCO, Indonesia AirAsia was able to change its creative based on weekly tactical promotions. The team could update headlines, images and promotional destinations and fares on very tight timelines – using existing manpower. As a result, Indonesia AirAsia managed to serve thousands of ad versions targeted to potential travellers based on the last destination they had search at AirAsia.com.
Results
Not only did Sizmek DCO improve turnaround time and workflow efficiency for Indonesia AirAsia, but the dynamic retargeting campaigns also helped the advertiser to achieve higher ROI.
• Indonesia AirAsia was able to create 5,500+ ad versions in three months, saving an estimated 276 days of production time.
• Adding Sizmek DCO into the retargeting campaign delivered 5x higher ROI than previous retargeting campaigns.
“Dynamic creative allows us to efficiently create and serve thousands of ad versions tailored specifically for each user based on the last destination searched. As a result, it has improved our ROI by five times,” said Ina Nurulita, Digital Marketing Manager, Indonesia AirAsia.
“I am a huge believer in targeted messaging. I am impressed with the results we achieved by combining Dynamic Creative with retargeting on this campaign,” added Sandesh Nayak, Associate Digital Director, Mindshare Indonesia.
