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The Goals

  • Increase revenue by maximizing advertiser ROI
  • Capitalize on the shift to mobile

The Approach

  • Use DoubleClick for Publishers to segment their always-connected 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

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Published April 2017

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.”

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.

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