Hilton Worldwide: re-targeting in market prospects

 

The challenge 

 

Hilton Worldwide serves over 800 million display ad impressions a year. Hilton Worldwide and Web Liquid partnered to improve the conversion efficiency and relevance of all existing online display activities. Research indicates that 56% of users identify “visiting a site on the past” as the most compelling reason to purchase travel from a specific brand.

 

The tailored solution 

 

We partnered with Doubleclick to enable Boomerang, a re-targeting solution leveraging the DFA Doubleclick ad-server. Key pages within the booking process of Hilton.co.uk where enabled to capture user behavior, creating segments of individuals that started the booking process but dropped off before purchasing.

 

We developed a “Price Guarantee” creative to re-target users that had dropped off at check availability stage of booking process.

 

The results

 

When compared to the control offer, the re-targeting Price Guarantee creative generated strong results.

 

1. 73% increase in click-through-rate (0.20% to 0.30%)

2. A reduction of 2,700% on the number of impressions served to generate a booking

3. 96% increase in average revenue per impression served 

4. 0.45% increase in average revenue per booking

 

 

Download a PDF of this case study:
Hilton Worldwide: Retargeting in-market prospects

 

 

Web Liquid thinking:returns