MAKING PROGRAMMATIC ADVERTISING WORK ON A GLOBAL SCALE

With over 5,000 hotels in nearly 100 countries, IHG has a huge global audience to reach.

Programmatic media buying uses algorithms to target key customers.

However, done wrong and money is wasted on scattergun media buying and no tangible results.

We reviewed IHG’s programmatic advertising strategy across the US, UK and Asia.

We discovered that the Group was deploying uncoordinated, expensive and untargeted campaigns.

We provided them with a structure of how they should conduct their programmatic advertising across all three regions, working better together, being strategic in their media buying and using better technologies.