Marriott: The Power of Travel | Yahoo Advertising

How We Did It

2X consumer engagement year-over-year

50%+ increase in return on advertising investment

18% lift in branded search queries and 5 first-to-market activations

Yahoo continues to be one of the most strategic global partners, bringing the optimal combination of full stack ad solutions, unique supply, innovation and 1st party data that drive results.

Kim O’Connor, Senior Director of Paid Media North America, Marriott International

Background

“Where Can We Take You” — Omnichannel marketing campaign

As the travel industry emerged from the height of the pandemic, Marriott aimed to go big - leaning even further into their global partnership with Yahoo to increase brand awareness and attract new consumers as part of their “Where Can We Take You” campaign.

Building upon its strong business recovery efforts in 2020, Marriott continued its commitment to being bold and breaking through the travel industry noise, while remaining nimble and adaptable to the evolving travel market.

Solutions

Global omnichannel effort to engage consumers and drive business growth

The campaign was a full-funnel effort, with tactical media buys to meet the consumers' needs at every stage of their journey. Together with Yahoo and their global agency Marriott One Media, they built a 360 degree program that took full advantage of Yahoo DSP omnichannel solutions to connect consumer touchpoints and create unique, engaging experiences.

Marriott leveraged a wide range of Yahoo services from an interactive mobile trip planning tool and shoppable video, to impactful digital-out-of-home in luxury fitness and golf environments. The integration with Yahoo allowed Marriott to centralize, deliver, and measure through the same platform, while innovating and capitalizing on multiple 1st to market opportunities. For example, personalized display ads allowed Marriott to adapt to changing consumer trends in real time. By removing a third-party layer, they could move faster and farther.

Results

Innovative customization

Ultimately, the campaign proved to be the largest coordinated effort in Marriott’s history, resulting in 2X consumer engagement, a 50% increase in return on ad investment, and a 18% lift in branded search queries year over year.

Source: Marriott International and Yahoo internal data, 2021.

Solutions

Connected TV private marketplace & PGD

Consolidated and activated CTV upfront commitments programmatically through the Yahoo DSP, including Disney, NBCU, Hulu and Discovery private marketplace deals.

Luxury & on-property golf out-of-home

1st to market product activation reaching niche golf and luxury fitness audiences.

DSP & Native

Full-funnel sequential messaging across all supply sources and formats, 1st-to-market activation of new Yahoo DSP data, SSP and publishing partner solutions.