Complexity and high costs are freezing smaller travel firms out of using new forms of automated online or programmatic marketing technologies.
Raj Beri, chief operating officer of Adadyn, told this week’s Phocuswright conference in Florida, that the firm was out to democratise this new form of targeted data-driven marketing.
“What we do is remove cost and complexity; key barriers for brands often priced out of search.
“Programmatic removes a lot of manual processes for firms. They key is for travel marketeers is it performs a lot like search how you target, how you bid, and most importantly ROI.”
Adadyn was one of more than 30 firms taking part in this year’s Phocuswright Innovation Summit where they are given six minutes to pitch their models to ‘dragon’ investors.
Beri said that while 70% of display, social and mobile advertising is run through programmatic platforms, it is dominated by the large brands.
He said Adadyn enables firms with just a few thousand dollars budget to enter the space without any costly set-up or monthly licence fees.
The firm recently launched a self-service platform and will have 100 customers on the system in travel by the end of the year.
Users set KPI parameters and can manage their marketing strategy via a simple dashboard without having to outsource to a third party specialist, Beri said.
He claimed this would “level the playing field” with the big brands by making programmatic marketing for firms that do not have large budgets.
“This is a hugely under-served market. We simplify ad tech and are bringing programmatic marketing to the masses.”