First Choice, part of TUI AG group, is the UK’s leading leisure travel company, offering flights and holiday packages worldwide. The company prides itself on being the one-stop destination for a diverse offering of holidays. First Choice works closely with leading media agency MediaCom and Quantcast to capture travel bookings on desktop and mobile. Check out the video case study here!
We have seen a major increase in activity on our mobile site due to the mobile display campaign with Quantcast. They have driven relevant traffic, and this has resulted in a huge increase in sales. This level of mobile performance is something we have not been able to achieve in the past.
Christian Armond, Digital General Manager, First Choice
- To grow the advertising reach on mobile resulting in an increased number of mobile sales
- A major challenge in the travel industry is convincing users to make higher priced purchases on a mobile device. An adaptive website design is required in order for customers to convert through a few simple steps.
- Previous mobile activity resulted in increased trafﬁc but a low conversion rate, leading MediaCom to conclude that the trafﬁc driven was not qualiﬁed. The key challenge was to drive qualiﬁed and relevant trafﬁc to the mobile site; to drive an increase in mobile sales.
- MediaCom helped to implement an adaptive design for the First Choice website; it stayed consistent no matter if viewed on desktop, tablet or mobile.
- Quantcast used its extensive view of the Web to ﬁnd users who displayed similar behaviour to that of First Choice converters. Modelling off of these key converters, new prospects could be targeted with ads in real time to drive trafﬁc to the First Choice mobile site.
- 96% decrease in CPA YOY
- 4989% Increase in conversions YOY
- 80% of the cookies reached by Quantcast were entirely new prospects for First Choice
- 20% Prospecting Conversion Rate (the number of customers shown a Quantcast ad who go on to convert was 20% higher than the site average)
The partnership with Quantcast has allowed us to provide a truly complete digital advertising solution for First Choice. Their ability to discover relevant customers, and particularly brand-new customers, across desktop and mobile Web helped deliver significant results.
Charlie Clack, Senior Planner Buyer, MediaCom
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