Japan Airlines (JAL) uses digital advertising to provide up-to-date messages to consumers as the status of the coronavirus (COVID-19) continues to change around the world.
JAL’s director of global marketing, media and social media, Jonathan Wan, said the airline has regularly changed its targeting tactics throughout the pandemic.
“What we find is that we monitor our upper, middle and lower funnel performance based on news that comes in daily and to see how that changes how consumers respond to our messages or campaigns,” Wan said at the Programmatic Summit in Sydney.
“At the same time, we’re also trying to experiment and can change a lot of the targeting tactics that we have because things weren’t working anymore.”
The travel industry is one of the hardest hit by travel bans imposed by a number of countries, with holidaymakers canceling and businesses halting business travel.
Airlines such as Qantas and Virgin have canceled a number of their own flights and are offering customers alternative routes.
To stay on top of the situation, JAL has used real-time reports to monitor the latest news on the spread of the coronavirus in different parts of the world and how it affects its campaigns.
Until recent years, Wan says the airline was not well prepared in the digital advertising and programming department.
The airline only launched its first programmatic advertising campaign with Adobe Ad Cloud in 2017.
“Since then, we’ve launched multiple programmatic campaigns optimized for dynamic creative around the world,” he says.
“Today, we are using a lot of the infrastructure we have to also make rapid optimizations and strategy changes despite the coronavirus.”
Those changes include retargeting people who are still currently looking for flights, as Wan says those customers are likely people with essential travel plans.
JAL then shows these customers advertisements that give them “peace of mind” with all the security procedures the airline has to offer.
According to Wan, through programmatic and dynamic creative, the airline was able to deliver scalable, adaptable, responsive, targeted and personalized ads.
“It’s helping us a lot right now, with the coronavirus crisis where we’re seeing old messages that we have are no longer relevant, people aren’t traveling right now,” he says.
“We’re able to change the messages we have very quickly and reassure them in a way that they understand and in a way that’s relevant to them.”
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