CASE STUDY
Priceline.com Priceline increases ROI for advertising partners in a mobile world
Case Study
“Our advertisers are very focused on conversions, they’re very focused on ROI, and in order for us to be competitive in a mobile-first world, we have to be able to give them the ROI they’re looking for.” —Maryellen D’Aiuto, VP Online Marketing, Priceline.com
The Goals • Increase revenue by maximizing advertiser ROI • Capitalize on the shift to mobile
The Approach • Use DoubleClick for Publishers to segment their alwaysconnected audiences • Extend their audience reach with DoubleClick Bid Manager, precisely connecting with those audiences off of Priceline’s network programmatically
The Results • Increased advertiser conversion rate • Decreased advertiser churn
Case Study
Case Study
Priceline.com
A trailblazer and leader in the online travel space for more than 15 years, Priceline.com’s marketing team connects advertisers like airlines, hotels and car rental companies with high-value travelers to, ultimately, drive transactions. Since its inception, the company has used DoubleClick to serve ads and monetize their online properties.
Staying competitive in a mobile world As consumers continue the shift to mobile, Priceline wanted to capitalize on this global trend to grow their advertising revenue. “Our clients were looking to reach an increasingly mobile audience, and we looked to DoubleClick for the right technology to meet our ambitious goals,” said Maryellen D’Aiuto, VP Online Marketing, Priceline.com. Working closely with the DoubleClick team, Priceline adopted a two-pronged strategy:
• Use DoubleClick for Publishers to segment their always-connected audiences • Extend their audiences with DoubleClick Bid Manager, precisely connecting with those audiences off of Priceline’s network with programmatic buying
When it all clicks Many of Priceline’s advertisers are looking for very specific inventory. Airlines, for example, want to reach and transact with consumers in the market for flights. If a consumer researched a flight on Priceline but didn’t complete the transaction, Priceline would’ve lost the opportunity to drive conversions for their airline partner. Today, things are different. Priceline can segment these in-market flight seekers more effectively in DoubleClick for Publishers and extend their reach to these audiences, getting that airline partner’s messages to them programmatically, across devices, even outside Priceline’s network with DoubleClick Bid Manager. The net result: increased conversions for their advertising partners.
Driving ROI for advertisers As mobile use continues to grow, Priceline now has a robust program to drive advertiser ROI, which is critical in an increasingly competitive, online travel market. Thanks to a refreshed strategy from DoubleClick, Priceline is meeting the changing needs of advertisers—reaching high-value, always-on audiences at the right time with the right message.
“Our clients were looking to reach an increasingly mobile audience, and we looked to DoubleClick for the right technology to meet our ambitious goals.” —Nicholas Van Amburg, Managing Director of —Maryellen D’Aiuto, VP Online Marketing, Priceline.com
Case Study
Priceline.com
About Priceline.com At priceline.com, part of The Priceline Group [NASDAQ: PCLN], we believe every trip matters. We provide travelers smart and easy ways to save on hotel rooms, airline tickets, rental cars, vacation packages and cruises. With access to over 600,000 properties of all types, consumers can find accommodations with a Best Price Guarantee as well as free cancellations and pay-at-arrival. Priceline.com’s Express Deals® offers exclusive savings without bidding and our famous Name Your Own Price® service delivers the lowest prices available.
About DoubleClick for Publishers DoubleClick for Publishers is a complete ad revenue engine that helps publishers capture the full value of every impression across demand sources and channels. Seamless integration with DoubleClick Ad Exchange provides instant connection to millions of quality advertisers, while the natively integrated sales management platform streamlines operations for maximized sales at minimized costs.
