Omni Hotels & Resorts Improves Advertising Effectiveness by 4x Through Data Collaboration

The Challenge

Hospitality leader Omni Hotels & Resorts has more than 50 distinct hotels and resorts in the United States and Canada. As the digital advertising ecosystem adheres to new privacy practices, Omni Hotels & Resorts wanted to continue engaging and personalizing interactions with its valued customers, and looked to leverage its wealth of first-party data to do so.

Collaborating with its digital partner PMG and leading global programmatic media partner MiQ, Omni Hotels & Resorts looked to leverage signal-less solutions from Google’s Display & Video 360 and LiveRamp to more closely connect with their customers.

The Solution

Omni Hotels & Resorts, PMG, and MiQ partnered with Display & Video 360 and LiveRamp to implement a new way to drive relevant ads to their target customers, increasing advertising effectiveness.

The team opted for Google’s Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR), a solution for advertisers to securely and privately reconcile their first-party data with a publisher’s and reach audiences.

The team leveraged LiveRamp’s Authenticated Traffic Solution to encrypt and reconcile publisher and advertiser data, a prerequisite for PAIR. Publishers in LiveRamp’s premier global ecosystem implement LiveRamp’s Authenticated Traffic Solution for global addressability, taking advantage of cookieless infrastructure to mitigate the effects of signal loss. With an add-on module, these publishers can seamlessly access advertiser demand via PAIR, enabling scale and flexibility for both sides.

Omni Hotels & Resorts, PMG, and MiQ were able to plan, activate, and measure audience-driven advertising by tapping into first-party data securely. Using PAIR, PMG and MiQ targeted customers with relevant ads without sharing sensitive identifiers, like cookies or device IDs, with publishers. LiveRamp experts assisted PMG and MiQ with implementing PAIR, maximizing the results of the PAIR deployment and enabling Omni Hotels & Resorts to deliver a fully personalized and more performant campaign experience.

“Omni Hotels and Resorts possess a wealth of robust first-party data, coupled with an unwavering commitment to privacy-first practices. This commitment drove our enthusiastic collaboration for a groundbreaking campaign, working with PMG and MiQ to leverage the latest advancements in cookieless solutions from Google’s Display & Video 360 and LiveRamp. This privacy-first approach ensures a fully personalized experience without compromising sensitive identifiers. We are committed to pioneering more opportunities in the cookieless future across both open and closed web environments,” said Andrea DeLeon, Senior Director, Digital Commerce at Omni Hotels & Resorts.

The Results

Initial results working with Google Display & Video 360’s PAIR and LiveRamp showed a substantial increase in conversions. In a pivotal campaign managed by PMG and MiQ, PAIR campaigns showed a 4x increase in conversion rate over traditional cookie-based CRM first-party audience targeting in Display & Video 360, indicating PAIR delivered better-performing impressions. Conversions were measured as users visiting the Omni Hotels & Resorts website after ad exposure.

Following these promising initial results, Omni Hotels & Resorts will continue working with MiQ to scale its campaigns in PAIR to expand the value of its first-party data while providing the engagement and personalization that its customers prefer, all while mitigating the effects of cookie deprecation and building sustainably for the post-signal loss future.