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Case Study

InterContinental Hotels Group (IHG)

InterContinental Hotels Group (IHG) is one of the largest hoteliers globally, with 12 brands ranging from premium to affordable with more than 5,000 hotels.

Results

Running this extensive activity through Proteus, the Meta-DSP technology enabled smarter optimization decisions to deliver results:

  • 198%

    Increase in the conversion rate among the target audience YOY

  • 180%

    Increase in brand share of voice within a two-week period

Analysis and optimization is a continuous process at The Exchange Lab and is embedded in our DNA. Our ongoing partnership with IHG enables us to continue working closely on their digital objectives, with programmatic playing a key role.

Strategy

  • The Exchange Lab employed analytics and insights from their 2015 campaign, including; an in-depth Demand Side Platform (DSP) analysis and testing of several 3rd party data providers to ensure the most effective and customized programmatic solution was set in place.
  • Utilizing IHG’s chosen data management platform (DMP), The Exchange Lab segmented their 1st party data into ten audience groups in a way that maximized the core audience’s exposure to the right message through programmatic targeting. Additionally, 2nd and 3rd party data as well as private marketplaces (PMPs) were employed to identify key sites and publishers, and 3rd party travel data was overlaid on the open exchange for maximum reach. This resulted in highly relevant and scalable messaging, significantly reducing wasted media dollars.
  • Combining this data strategy with the strongest mix of DSPs, tactics and most the appropriate creative for each customer touchpoint, provided the greatest chance of capturing in-market customers and driving direct bookings.
  • The campaign was activated across devices through Proteus to maximize reach via five DSPs. The Exchange Lab applied dynamic creative optimization and high impact formats to retarget prospects who had searched for specific locations or viewed certain hotel details. This resulted in highly relevant brand messages being served to IHG’s customers at the right time in the conversion cycle.