Hi! I’m working on strategy for a uber luxury brand (7 star hotels, 3k night min) and I was wondering if anyone has any tips on audience building for SoMe and programmatic beyond zip codes with high income? I have a strong CRM & Call Center Strategy, so I want to polish audiences (purchasing audiences is ok, but I’d like to know best sources for this target).
One of their concerns is going to be OTA costs vs advertising costs.
As you may know, OTA costs are around 17% of the cost of the room.
Therefore, your advertising costs need to be lower than 17% per sale, otherwise you're wasting money.
Programmatic has high rates of ad fraud (the entire programmatic chain is full of people turning a blind eye to fraud) so you're immediately at a disadvantage because of this.
So to have a chance of beating the OTAs, you need to keep your ad fraud to a minimum.
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I’m not sure I agree with the first response plus I have thoughts that might be helpful to you. I’d be happy to do a call if you’d like — I’m not an agency or consultant pitching you, just a classical marketer who may help you see beyond the kind of digital you are envisioning and may have a few connections for you — collabs, vendors, etc. Please feel free to DM.
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eddm？