Thomas Cook lowers cost-per-acquisition by 75% with first programmatic campaign

Thomas Cook has rolled out its first programmatic ad campaign in the UK, with early results showing the new customer KPI of cost-per-acquisition falling by 75 per cent.

The airline has harnessed data to target users across the consumer life-cycle.

"We have also been able to use display to build on our eCRM activity, by targeting existing customers to book their flight extras; from booking James Martin in-flight meals to reserving seats - helping us to improve our overall customer experience,” added Helen Atkinson, online partnerships manager, Thomas Cook Airlines.

The campaign has been powered by Infectious Media’s impression desk technology, which brings together Thomas Cook Airlines customer data with third and second party data sources.

Atkinson added: “Partnering with Infectious Media has given us valuable insight into the performance of our display activity, helping us to more effectively and efficiently acquire new customers and build brand awareness throughout our peak trading periods.”

Attila Jakab, client strategy director at Infectious Media said programmatic has opened up new opportunity for growth and personalisation for travel advertisers who have traditionally relied on the heavily crowded search and online travel agency channels.

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