iProspect improves efficiency for Accor Group with Custom Bidding

Accor accompanied by iProspect France, wanted to optimize the profitability of its display digital campaigns (KPI: online bookings / ROI). In response to this challenge, hotelF1 brand was selected as a beta tester for a Custom Bidding display Point of Contact, on DV360. The objective was to strengthen the hotelF1 bookings volume and ROI within an Accor multi-brand recruitment campaign, without degrading the overall ROI.

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The approach was to take advantage of the different Campaign Manager variables to customize the DV360 "Maximize conversion" algorithm and create a weighted conversions Custom Bidding specifically for Accor. It also included the implementation of an A/B Test protocol to compare the CPA for booking for hotelF1 specifically between the native algorithm and the “Custom Bidding Accor” during the summer programmatic display campaign.

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The approach was to take advantage of the different Campaign Manager variables to customize the DV360 "Maximize conversion" algorithm and create a weighted conversions Custom Bidding specifically for Accor. It also included the implementation of an A/B Test protocol to compare the CPA for booking for hotelF1 specifically between the native algorithm and the “Custom Bidding Accor” during the summer programmatic display campaign.

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Custom Bidding delivered a strong increase of the return on investment both for the hotelF1 brand but also for Accor Group. Thanks to these excellent results, iProspect will continue Custom Bidding Accor AB Tests with the other Accor brands, with the ambition to deploy this use case across all Accor Northern Europe campaigns.

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