[Case Study] Real-Time Visability of Snow Heights for Transavia

When a consumer looks to book a ski holiday, they think about clear blue skies and white slopes. However, over the past few years, we have learned that there is no guaranteed there will be snow in Europe, and consumers have begun to want confirmation of snow conditions before booking a flight.

For one of our clients ski holidays are an incredibly important part of their business. Transavia asked NMPi to help them take advantage of the unpredictability of snowfall in top ski destinations where they fly.

Goal

Traditional programmatic display campaigns are distributed regardless of weather conditions. What we looked to do if find an innovative way to entice the consumer with competitive pricing and the guarantee of snowfall.

Our goal was to use technological advancements that allowed us to include snow heights at popular ski areas across Europe in our display ads, all in real time. With the help of weather specialist, Meteovista, we created a solution for Transavia that delivers real value to their travel customers.

Strategy

When fresh snow falls, Meteovista tracks the height in real time. The weather data is sent to Meteovista in the Netherlands, which is then shared with us, and entered into our database. This triggers the campaign across every platform (Display, Premium Display, Facebook and Digital-out-of-Home). Creatives are adjusted to show current snow height and indicate fresh snowfall.

Results

In the end, everything comes together. Ads are distributed at the right time across all channels with consistent and accurate messaging. This campaign has seen tremendous success improving customer loyalty and increasing ROI by 72%.

Intermediate results:

  • ROI +72%
  • Clicks +39%
  • Soft conversion CPA +64%
  • Hard conversion CPA +77%

DQ&A Further Expands the NMPi Agency Services to Switzerland

Last October, we joined the NMPi team. Today, we’re excited to announce our continued expansion into Zurich, Switzerland. It’s only been four months since the rebrand to NMPi and we’re looking forward to taking the next steps to further grow our agency services into Switzerland.

Along with the launch, NMPi has announced a new client win: Swiss-based premium denim brand, 7 For All Mankind.

“In the Netherlands, we have seen an incredibly positive response to rebranding from not only our clients but the industry,” commented Rick van Boekel, CEO of DQ&A Media Group. “In order to expand on our successes, we have taken the next step by rolling out the NMPi brand to our Switzerland office. Both businesses will continue to benefit and grow from our shared knowledge and local expertise.”

The Switzerland office, in Zurich, has an experienced team of Account Managers, Strategists, and Analysts, who work with international and local clients including, HP, Swisscard, Avia, and Österreich Werbung.

We’ll retain the DQ&A brand for technology consulting and data management services and also continue as an official technology reseller of the DoubleClick platform. Our Paid Search, Programmatic Display, and Paid Social services will come under the NMPi banner.

NMPi Switzerland will now offer an Analytics service using NMPi’s exclusive strategy, which has helped them deliver successful results for clients such as, Charlotte Tilbury, Papa John’s, and Crew Clothing.

“Being part of the NMPi brand is extremely exciting for us,” stated Leonardo Kopp, Managing Director, Switzerland. “It is a perfect match for us; by combining our strengths and usingNMPi’s proven processes, we can increase our local proposition and continue to drive better results for our clients.”

“NMPi clients across the globe will continue to benefit from our growing expansion,” stated NMPi’s Managing Director, Luke Judge. “As we continue to develop our partnership with sister company DQ&A, we are able to give our clients access to a wider knowledge base, and local market expertise. It ensures we can deliver on our clients’ wider international objectives.”

We’ve also set our sights on continued global expansion, and this year we have plans in the works to grow the business in Asia, the US, and Australia.

The Power of Voice…Search

This year, home voice assistants have created a stir amongst technology enthusiasts. Voice search, the main feature behind home voice assistants such as Amazon Echo and Google Home, is poised to be the technology of the year.

Technically, voice search isn’t “new”. Apple’s Siri was introduced on the iPhone in October 2011, though initial responses were lukewarm. Users found the system clunky and difficult to navigate without screaming into their phones like lunatics. Fast forward five years, and voice search has vastly improved. Far more sophisticated than the original versions, you are no longer confined to weather updates, or finding the nearest Starbucks.  

Language naturalisation is now an integral component of voice search, making everyday speech patterns easily understandable. It’s come such a long way from Siri’s heyday. Now there are devices that can recognise snippets of lyrics to find the song you want to hear, order your favourite takeaway, or control the lights in your house, and in the case of the Amazon Echo, it will even play rock, paper, scissors with you.

The latest voice search devices are inserting themselves into daily activities in useful and meaningful ways. But will they ever move from ‘nice-to-haves’ to ‘must-have’ devices? What are the challenges they pose not only for the digital industry, but for brands?

The Unknown

It is predicted that by 2018, 30% of all interactions with devices will be voice based. This is partly due to the continued improvements in quality that will make it easier for users to voice search, taking full advantage of being able to speak four times faster than they can type.

Marketers have a challenge ahead of them, as voice search continues to enhance the way users interact with the everyday world. There are so many unknowns for how this technology will unfold, but one thing is certain, this is far more than a passing fad. Whilst it may not happen in 2017, it is only a matter of time before Google, Amazon, and Apple find a way to monetise their voice search technologies.

So, what will that look like?

Websites are already seeing a shift towards longer tail keywords, as users speak more words than they would type into a search bar. For website owners, this means SEO will need to be adjusted to these changes.

But in today’s push for mobile-first digital advertising strategies, we need to ask ourselves if we will see a time when voice-first strategies dominate boardroom conversations. Will bid modifiers for voice sit beside those of desktop, tablet and mobile in our paid search activity?

In a world of monetised voice search, the industry will have to evolve quickly to keep up. Search query analysis will pose an interesting challenge as we try to make sense of the data from an array of dialects, and languages. How will we be able to measure results? Will we need to hire CRO specialists specifically for voice searches?

There are far more questions than answers at the moment, but if Amazon Echo shows us anything, it is that there is a future for voice search purchasing, and with purchasing capabilities comes the desire to advertise and get ahead of the competition.

The Future

Within the last six months alone, voice search use has increased by 41%.   Whilst at the moment users tend to be older adopters, men between age 36-66 with a median household income of over $100,000 we can expect to see this continue to grow over the next year. Due to the fact that voice search devices are still relatively new to the market, it is hard to say what the long term implications for marketing will be. But, I think it is safe to say that there is a future for voice search advertising.