How Harrah's Revamped its Display Ad Campaigns to Boost Sales

Case Study: How Harrah’s Revamped its Display Ad

Campaigns to Boost Sales

Melanie Gee, Associate Media Director, Neo@OgilvyNancy Marzouk, VP of Strategic Partnerships, Netmining

World’s largest casino entertainment company that owns or manages casino resorts on four continents.

Client background:

Drive bookings at efficient ROAS

Objective:

Solution: Highly targeted remarketing

By retargeting booking abandoners

Why Netmining?

Segmented Remarketing Smart RemarketingBehavior Caesars

Las Vegas

Caesars

Atlantic City

Visited Page? Yes Yes

Possible Interest?

Las Vegas Atlantic City

Behavior Caesars

Las Vegas

Caesars

Atlantic City

Visited Page? Yes Yes

Avg. Time Spent 30 secs 4 mins 15 secs

Recency last week yesterday

Frequency rarely often

Purchase History never recent

True Interest Las Vegas Atlantic City

Solution: Increase ROI by targeting visitors most likely to make purchase

Caesars.com Visitors

Results:

KPI ROAS

Better than travel endemic sites

Better than socialgraph targeting

Better than other retargeting networks

Results:

Total Reservations & Revenue

KPI Booking Volume

Key Takeaways:

Stay Ahead of the Game• Look for ways (smart remarketing and targeting) to increase efficiency and lower CPAs • Identify publishers (based on reach, inventory, and competitive pricing) and test performance• Use economic trends and analysis to identify where to capitalize more aggressively• Use cookie pools and additional prospecting segments to build and retain a larger customer base

Know Your Market• Be cognizant of current market conditions for all properties• Keep messaging relevant to consumers• Incorporate the growing social space• Take a different standpoint from your competitors and increase SOV

Questions