Case Study: Travel & Accommodation
Search and Location-Targeted Advertising Deliver Higher CTRs and Conversion

The Opportunity
The Days Business Alliance Group, part of Wyndham Worldwide, continued with their innovative mobile marketing strategy powered by Ping Mobile.

The Problem
Using primarily a PULL methodology of text marketing reached only those customers that saw the ads. Multiplied Media & Ping Mobile teamed up to demonstrate high campaign effectiveness using search-based, location targeted advertising allowing Days to reach customer actively interested in Travel & Accommodation promotions.

Days Inn Campaign Objectives

Technical:
Maintain premium user-experience and target consumers actively looking for travel and related services.

Timeline:
May - June 2010

Region:
United States

Media Effectiveness:

1. Demonstrate highly effective targeting using search and location
2. Deliver compelling CPA results. Local Search & Recommend Enhancement: Prove targeted advertising enhances the user's experience.

Days Inn Campaign Results

Technical:
Delivered relevance targeted offer based on customer location and search preference.

Media Effectiveness:
PTRs were 10x the industry standard based on highly targeted media placement, over 5% CTR with 13% click to call and 16% click to web. Campaign resulted in a 42% redemption rate.

 Local Search and Recommend creates a win/win relationship between consumers and brands.

About Poynt
Poynt, the #1 mobile search and recommend application on Blackberry, Top 25 on iPhone, and recently launched on Android, is a convenient and timesaving GPS-enabled application that connects consumers to local businesses, people, restaurants, gas services and movie theaters at the moment they want to buy or acquire products or services or information. One of the key benefits of Poynt is its inherent use of device location when delivering results.

Case Study submitted by . Case Study discusses effectiveness of search and location-targeted advertising as implemented in a Days Inn campaign.

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Cassy Weber
Phone: 1.403.615.1922
e: [email protected]