Technology

REVEALED: The secret ingredient to razor-sharp targeted ads

Sponsored by Audience 360

As the travel industry bounces back, reaching the right audiences is more important than ever.

Travel companies need accurate data to get personalised, targeted ads in front of the right people at the right time.

Each advertising dollar needs to work harder than ever to help get the industry back up and running.

The key to razor-sharp targeted ads is deterministic, verified data that is activated in real-time.

What’s deterministic data, you ask?

Well, when it comes to big data, there are two major categories you need to consider when developing your marketing strategy: deterministic and probabilistic.

Probabilistic data is data that is probably accurate.

For example, if a potential target (let’s call them Trevor) is perusing an article online about luxury travel in Fiji, that tells us they might be interested in travelling to the island paradise.

That, or Trevor is bored at work and looking for some afternoon escapism.

By comparison, if Trevor searches for return flights from Sydney to Nadi leaving 1 September and returning 12 September, this is classified as deterministic data.

From the deterministic data, we can make a well-informed guess that Trevor lives in Australia and has set dates in mind for a holiday to Fiji in September.

From the probabilistic data, all we know is that Trevor read an article.

Using deterministic data, hotels located in Fiji and airlines that fly there can advertise their wares to Trevor using far more personalised information with a higher return on investment.

In other words, deterministic data gets you more bang for your buck.

As you plan your post-hibernation marketing, you need to make sure you have access to the most up-to-date and specific data and you are not going to get it from the big players.

Enter Audience360 – your new, data-savvy best friend.

As your local transparent, verified and real-time activated Australian travel data vendor, Audience360 collects millions of deterministic data attributes each month.

Audience360 uses the data from well known Australian travel brands like Webjet.com.au to bring its partners accurate and up-to-date information on their target audience using deterministic data.

If you want to advertise to consumers who are ready to buy, don’t stuff around with daydreamers.

Get your message in front of a meticulously selected audience who already have their credit cards in hand.

To find your crowd with Audience360, go HERE.


Featured image source: iStock/martin-dm

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