L'achat programmatique: guide avec études de cas
A guide compiled by
KLM (Royal Netherlands Airlines)
KLM is proud to be at the forefront of the european flying industry with over 20 million annual passengers. Since 2011, the company has pioneered programmatic buying. KLM has unified its programmatic buying with the DoubleClick digital marketing network and uses this platform to increase sales, attract new customers, and build its brand. KLM wants to control costs, implement an effective campaign, and emergent measurable ideas such as visibility and the ability to execute rich content. It uses the platform to assemble first and third party data in order to adopt a variable digital marketing strategy. Globally, with programmatic buying, KLM has increased their media expenditure and investment ROI.
Lowered cost per acquisition by 50%
Increased investment capital returns by 200%