Priceline.com's Media Planning and Buying Advertising Campaign:
Case Study:
Ocean Media has been Priceline.com's media planning and buying agency since they launched in April of 1998. According to the Brand Institute, an independent marketing company, Priceline was branded nationally faster than any other company in history. Our success was noted in helping Priceline.com achieve awareness of 62.5 million customers in only 150 days of its April, 1998 launch.
Over our 10 year relationship, we have worked with five different CMOs and had several agency reviews. Each CMO has repeatedly made the choice to keep us as their planning and buying partner. They've also worked with four different creative agencies over this time, and we've collaborated with each one seamlessly.
Priceline was obviously successful in the early years, but it was working together through the lean years after the dot com bust that really cemented the relationship. Admittedly, Ocean Media is just one arrow in their marketing quiver, but we feel our media approach, execution and analytics have been a big contributor to their success over the years. This year Priceline is enjoying record sales domestically, and has had a compounded annual growth rate of over 20% over the past 3 years.
How we sustain performance over time:
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TEST
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- Creative offers and length
- Media vehicles used
- Flighting & GRP weight
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TRACK
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- Identify traffic and sales highs and lows
- Correlate changes in media/creative with changes in sales
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OPTIMIZE
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- Continue to optimize as data is gathered and analyzed
- After changes are implemented, restart testing phase
