Emirates Vacations brings a chatbot to banner ads
Maybe chatbots can jazz up regular old display ads.
Emirates Vacations, the tour operating arm of Emirates airline, is using artificial intelligence for a chatbot that lies within display ads. The ads allow people to ask travel and trip questions and receive answers immediately within the ad unit. But the company believes AI can be impactful for another application: breaking down additional friction points when it comes to search. The chatbot will recommend destinations and vacation packages based on the context of users’ questions, the content on the site it appears on and Emirates Vacations’ inventory. For instance, if Emirates Vacations doesn’t have a hotel in Toronto, the chatbot won’t suggest a hotel in Toronto. “Explore the world without leaving the page,” the ads read.
“For us, it’s about looking at the customer journey and removing as many friction points as we can,” said Ailsa Pollard, svp of Emirates Vacations, which worked with WayBlazer on the execution.
Emirates Vacations began testing the ads in a 30-day campaign starting at the end of December. The ads ran on sites like The New Yorker, Lonely Planet, Time and Smithsonian in major cities across the U.S. At the end of the 30 days, Emirates Vacations saw an 87 percent lift in engagement compared to its traditional click-through ads, according to Pollard. Emirates Vacations tested 550,000 impressions for the new chat ad format and compared those to the same number of impressions for its traditional display format. Emirates Vacations wouldn’t share any metrics around engagement for its original display ads, only that it plans on continuing using the enhanced version.
Right now, the chat ads advertise four destinations: the Maldives, Bangkok, Milan and the Seychelles. So, if a user types in a general question about where they should go on vacation, the chat ad will recommend travel packages to these locations. The ads are also strategically placed against articles that reference these locations. For instance, Emirates Vacations ran one of its chat ads on People.com next to an article about singer Jordin Sparks visiting the Maldives.
Pollard also said these chat ads help to “weave new life into traditional display ads.” Traditional display ads have long played a role in consumer annoyance with online advertising, and many brands are looking into ways they can provide more value to users. Travel brands especially have to pay attention to user experience, Pollard said.
“Travel is really all about the experience,” said Pollard. “We see AI as a way we can add more relevance to the consumer journey and provide better responses.”
Member ExclusiveMarketing Briefing: As socializing returns, marketers will ‘adopt a hybrid model’ adding OOH, pop-ups back to the mix
Marketers and media buyers say that the next few months will see a hybrid approach from marketers with a rise in advertising and marketing that had dipped (i.e. out-of-home and experiential) due to the pandemic as well as a continued push for virtual and live audio options.
‘Sustainability makes good business sense’: Companies ramp up eco-friendly efforts for office returns
During the pandemic, as firms dramatically curbed their energy and paper usage and reduced their office footprint, sustainability has become a whole new rallying cry.
‘It’s taking a whole village to plan’: Who is calling the shots on what the return to offices looks like?
Figuring out what a return to the office looks like is a giant undertaking. And at many businesses it's requiring a bunch of different skills and mindsets to plan it.
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
It’s deja vu for marketers as Apple’s ATT causes consent headache
Marketers are again in limbo as gaining people’s consent to be tracked via pop-up rears its head around Apple’s latest privacy push -- just as it did for the General Data Protection Regulation three years ago.
Member ExclusiveMedia Buying Briefing: Attention metrics vie for the industry’s, well, attention. Will it take root?
Proponents of attention metrics in media planning say it will reduce waste in buying, especially for CPG brands.