Arena Media and Emirates partner for pioneering programmatic video campaign

Emirates Airline has launched a world-first programmatic campaign brokered by Arena Media. The campaign utilises Search Intelligence to dynamically target users based on their previous search behaviour.

Analysing over 10 billion searches from over 1.4 billion users, Search Intelligence specialist Captify discovered pools of users who showed interest in flying with Emirates and identified travellers. The data drilled down the attributes of travel experiences that matter the most to them, such as service on board, free Wi-Fi and kids ice entertainment options and visualised these interests into two interactive videos. The videos, created by Innovid, dynamically portray the messages based on the various interests of the end user.

The aim of the campaign is to elevate Emirates’ Economy Class – educating users that Emirates’ Economy Class service is superior to other airlines. By bringing together the power of Search Intelligence, the campaign sets out to heighten engagement and awareness via more sophisticated ‘stories,’ engaging and resonating with customers (or potential customers) on a deeper level than ever before.

Beatrice Boue managing partner at Arena Media Beatri said: “We are extremely excited about partnering with Captify and Innovid to create this world-first campaign for Emirates. It’s truly ground-breaking and enables a more targeted, relevant and effective way to drive awareness and engagement between Emirates and its customers. The dynamic videos really set the tone of the journey passengers embark on, from booking to boarding”.

Sam Packer, video partnerships director at Captify added: “Dynamic targeting in video has previously been limited to a few basic data sets (demo, location, weather etc) but by enabling advertisers to inform their video creative with valuable insight derived from Search Intelligence, we can now unleash an even deeper level of targeting and personalisation, simply not achievable before. Like Havas, we aim to push the boundaries, and this campaign does that. Dynamic video powered by search opens up so many creative opportunities”.