Traveloka Case study
Traveloka Extends Reach Via Deep Learning-Powered Video Campaigns
With the busy holiday season approaching and post-pandemic travel restrictions easing, Traveloka aimed to expand its reach among new app and web users through video campaigns.
Over
Lower cost per completed view (CPCV)
Higher viewability
Above benchmark video completion rate
Introduction
About the client
Traveloka is Southeast Asia's leading travel platform with over 114 million app downloads. Founded in Indonesia, the company is a one-stop solution for every travel need, including flight, accommodation, attractions, and financial services. Since its establishment in 2012, the company has expanded its products and services to Singapore, Malaysia, Vietnam, Thailand, and The Philippines.
DESCRIPTION
The challenge
With the busy holiday season approaching and pandemic travel restrictions easing, Traveloka aimed to capture these opportunities and expand its reach among new relevant users through video campaigns. During the promotional period in November, which is the high season for advertisers, many brands compete for a limited pool of ad space, driving up the cost of ad placements. To gain an edge during the high season, the company engaged RTB House.
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The solution
Traveloka launched two engaging video campaigns—Traveloka staycation week and Traveloka travel fair, in collaboration with RTB House. The staycation campaign was launched on the company’s website and app, targeting new users and visitors with 15 and 30-second videos. For the travel fair campaign, RTB House divided it into a prelaunch period and a sale period. Initially, the campaign focused on targeting new users to win traffic before the major promotional period in November known as the mega sale. As the travel fair targeted buyers, RTB House video ads helped deliver hyper-personalized experiences to cater to new and existing audiences.
Success
The result
Despite operating in one of the most competitive seasons for advertisers, RTB House was able to maximize the campaign budget by reducing the effective cost per completed view (CPCV) by 18% throughout the campaigns. Effective targeting powered by Deep Learning solutions led to 25% higher viewability than Traveloka's initial goal. Average viewability and video completion rates rose 49% and 14% above benchmarks respectively. Following the successful launch of the initial campaigns, Traveloka decided to expand RTB House services into other core markets.
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