Case Study: Alaska Airlines ROI Improves 125% with Targeted Display Ads
The Challenge:
The airline industry is highly competitive, so Alaska Airlines must quickly match competitors’ fare sales and
get the word out. Like most carriers, Alaska Airline’s marketing budgets were tight. They sought to reach an
increasing number of markets while providing unique creative and offers to highly targeted groups. They
needed an affordable, easy to use, comprehensive system to manage its display advertising programs.
The Approach:
The AdReady Platform helped Alaska Airlines quickly and easily set up hundreds of localized ads in a wide
variety of sizes and formats. Instead of the usual weeks it took to develop these campaigns, the whole
process took just minutes. With AdReady, Alaska Airlines gained:
Efficient Creative Production with 2,000+ custom ad themes, totaling 16,000+ unique ad formats.
Effective Targeting with more than 100 unique local markets with promotions specifically customized
for each region using sophisticated behavioral, contextual, demographic, geo and psychographic targeting
techniques.
Comprehensive Media Access to the market’s media choices at aggressive pricing.
Reporting, Optimization & More with the AdReady platform’s auto-optimizations, based on proven
algorithms, as well as dedicated account management team.
“We often have a need to promote a localized offer to localized audiences, as we expand into new cities.
With previous partners, we faced long lead times in creating new ads, and tremendously high creative
costs – making locally targeted display campaigns nearly impossible.” - Alaska Airlines’ Manager of Online Media
The Results:
Using AdReady, Alaska Airlines’ campaigns generated ROI higher than the other
agencies the airline tested. Additionally, AdReady’s end-to-end solution was
significantly less expensive than Alaska Airlines had paid for comparable
services from other providers in the past. Alaska Airlines experienced
improvements in CPM, CPA and ROAS, and realized awareness and ultimately
transferred all of its digital display planning and execution to AdReady.
ROI
INCREASED
Over the past 75 years, Alaska Airlines has grown from a small regional airline to one of the most respected carriers in the
nation. Serving more than 17 million travelers each year, Alaska Airlines has been frequently honored for its superior customer
service. The company has been recognized by Conde Nast, Travel + Leisure and Traveler magazines, and earned “Highest in
Customer Satisfaction Among Traditional Carriers” in North America for three consecutive years in the J.D. Power and
Associates 2010 North America Airline Satisfaction Study.
125%