The Digital Marketing Achievement Award 2019 online advertising category main prize was awarded to the advertising solution created for the leading airline in the Baltics, airBaltic. The solution – an interactive banner that displays flight prices in real time – was created in cooperation with Mediabrands Digital. The purpose behind the solution was to avoid a problem that airlines frequently come up against, where a potential customer is shown affordable prices on an ad, but once they access the actual sales system, then the tickets with those prices would have already sold out. The reason for using serverless cloud technology was to optimise management costs while ensuring that the solution could provide instant limitless scaling in cases of high volumes of traffic. Additionally, another purpose of the project was to make media planning processes more efficient through the creation of a solution that could adapt to the requirements of different environments and that media planners could use and lead through various parametres. This unique winning solution increased the quality of the leads generated through it by 25% and the follow-through on purchases by six times.
According to the head of ADM Media, Ailar Jüriado, the usual static banners are capable of displaying information on prices, but due to the highly dynamic nature of airline prices, this information will go out of date very quickly. This in turn means that customers who have started booking tickets via a banner with outdated prices will be easily disappointed when they realise that the more affordable tickets are no longer available. „After we received the input and analysis from Mediabrands Digital, we decided to change the existing situation by ensuring that the customer would only be shown current actual prices for flights that are actually available. Our solution also allowed us to optimise the related media costs because most of the clicks on the banner came from those customers who actually wished to purchase tickets with the prices they were given on the banner. Further, this banner helped save on overall banner management and creation costs since the constantly updating prices meant that the company did not need to constantly invest in the creation of new banners,“ said Jüriado.
ADM Interactive, ADM Cloudtech and Mediabrands Digital, all led by ADM Media, worked together to create an innovative solution that could be used in a variety of channels, networks and regions even under very heavy loads and volumes.
The CEO of ADM, Riho Pihelpuu said, „Winning the Digital Marketing Achievement Award 2019 online advertising category as well as the main Grand Prix prize is once again a great example of the strong cooperation and partnership we have between Mediabrands Digital and the different specialised digital businesses under the ADM family umbrella. This is precisely the kind of synergy between teams that Ailar Jüriado came to here to cultivate when he took up the title of CEO at ADM Media. Ailar’s diverse experience in marketing and media automation helps him combine different specialties together to create new innovative solutions that help our clients achieve more success in their businesses. I would also like to extend my sincere thanks and to recognise the online advertising team at Delfi who helped us test and pilot the solution.“
The Digital Marketing Achievement Award 2019 jury comprised of Indrek Soom, the CEO of Initiative, Kristina Randver, Industry Head at Google, Kerttu Talvik, Httpool Estonia country manager, Pärtel Vurma, the Head of Design and Partner at Velvet, Katrin Viilmaa-Otsing, the Founder of Turunduskoolitused OÜ, Anni Kitsing, Partner and the Director of Sales and Marketing at FCR Media Anni Kitsing, Arno Pae, the Director of Marketing and Sales at Swedbank Estonia, and Urmet Seeper, the Director of Digital Marketing at Helmes.
The Digital Marketing Achievement Award has been awarded to remarkable digital solutions since 2012. Since then, ADM Interactive has won the main prize in at least one category each year with the exception of 2013, when ADM took home the prizes for four categories: social media, website, online advertising, and integrated digital campaign.
Author of the photo: Marko Mumm
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