Journey Beyond
Customer Match
60%
Match Rate vs. *25-55% industry standard
150%
Increase in CTR vs. Journey Beyond’s standard original targeting
The Challenge
Between 2022 and 2023, Journey Beyond, an experiential tourism brand sought to increase brand awareness and drive consumers through the funnel for Outback Spirit Tours. However, with a niche target market of affluent travellers, they needed to ensure their campaign reached the right intenders at the right moment.
The Insight
Outback Spirit Tours customers represented a high yield and repetition opportunity - however a small customer base. The goal was to understand Outback Spirit Tours customers and reach them the moment they displayed signs of intent within the travel category.
Strategy & Solutions
Utilising Intent Connect's privacy-led Customer Match CSV Upload allowed Journey Beyond to strategically reach customers at scale as soon as they transitioned from a passive travel enthusiast, to a high-intent traveller.
This strategy was combined with impactful rich media that ran across the News Network's number 1 travel destination Escape.com.au (reaching nearly *4 million Australians each month), engaging customers in moments of relevant context and intent, and maximising the performance impact.
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Products Used
INTENT CONNECT – CUSTOMER MATCH
SCROLLX
The ScrollX unit, an impactful mobile first rich media format, achieved a 1.12% CTR on the optimised Customer Match segment, (409% above the News Corp Australia ScrollX benchmark).
TRUSKINS
The optimised Customer Match segment also delivered a 0.47% CTR on the Truskins format, 62% above the Truskins benchmark.
*Sources: GAM, Oct - Nov, 2023
Wade Stokes
“We put our data in and saw a 60 percent match rate, straight
off the bat, which was great for us. And when we compared CTRs of activity from News Corp’s ecosystem to the typical purchase of display advertising, we saw 150 per cent increase.”
Wade Stokes, Group Manager, Digital and Loyalty, Journey Beyond
D_Coded 2024, published in B&T
The Match Rate
Journey Beyond achieved a match rate of 60% with News’ Customer Match Suite.
Strong Engagement
The optimised Customer Match campaign delivered significant engagement, achieving a click through rate of 0.99%; a 150% CTR increase compared with Journey Beyond’s original targeting.
*Sources: Journey Beyond, 2023; LiveRamp, Apr 2024
60%
Match Rate vs. *25-55% industry standard
150%
Increase in CTR vs. Journey Beyond’s standard original targeting
