Arena Media Advertising Emirates

Emirates is targeting potential flyers in 'world first' dynamic programmatic video campaign


By Natalie Mortimer, N/A

June 3, 2016 | 2 min read

Emirates Airline has launched what it is claiming is a 'world-first' programmatic campaign, which dynamically targets users based on their previous search behaviour.


The search-based video push follows an analysis by Captify of over 10 billion searches from over 1.4 billion users. The search specialist was then able to identify pools of users who showed interest in flying with Emirates as well as different types of travellers.

The data drilled down the attributes of travel experiences that matter the most to them, such as service on board, free Wi-Fi and kids entertainment options. From there these interests were turned into two interactive videos, created by Innovid, to dynamically portray the messages based on the various interests of the end user.

The aim of the campaign, which was brokered by Arena Media, is to elevate Emirates’ Economy Class and position the service as being 'superior' to other airlines. It also sets out to heighten engagement and awareness via more sophisticated ‘stories'.

Sam Packer, video partnerships director at Captify, explained how dynamic targeting in video has previously been limited to a few basic data sets such as demo, location and weather.

"By enabling advertisers to inform their video creative with valuable insight derived from Search Intelligence, we can now unleash an even deeper level of targeting and personalisation, simply not achievable before. Like Havas, we aim to push the boundaries, and this campaign does that. Dynamic video powered by search opens up so many creative opportunities”.

Arena Media Advertising Emirates

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