1. Programmatic
Remarketing
Case Study
Malaysia
Airlines
Tale of Cadreon’s Client
MalaysiaAirlines.com
This Document showcases about the Campaign for Online Customer Retention of
Malaysia Airlines through Online Remarketing executed by Cadreon.
2016
CADREON
Penthouse 1, Wisma LYL No.12 Jalan 51A/223
46100 Petaling Jaya Selangor, Malaysia

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2 Programmatic Remarketing Case Study Malaysia Airlines
CLIENT
MARKET
COMPETITION
CHALLENGES
Malaysia Airlines is an internationally renowned and the national
carrier of Malaysia and one of Asia's largest, serving more than 50
destinations daily.
 Service: Programmatic Display Remarketing
 Online Presence: www.malaysiaairlines.com
The existing market is highly competitive with competitors including
‘AirAsia’ and ‘Malindo Air’ with 360 degree online presence covering
social, organic, paid search, display and all other forms of online
media.
Trip planning and Flight booking actions may take more than one visit
for a user to convert as not many decide in first go, so it was an
important challenge to retain the visitors by imposing the brand to
them. Malaysia Airlines wanted to drive relevant traffic to their
website with display remarketing advertising. The challenge was to
create advertising campaigns that would reach a qualified audience -
one that would be more likely to be interested in the booking the
flight ticket, and increase the likelihood of the ads being viewed.
There were multiple challenges like:
 Low fare & Frequent flight from competitors
 Reaching right audience at the right time without annoying
them with the aggressive remarketing
 Cross device compatibility of Ad creative to deliver right
message to pull them to the websites
 Producing 12x ROI in short span of 3 months i.e. less room
for experimentation and quick needs of finding right targets,
settings and bids for the niche market

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3 Programmatic Remarketing Case Study Malaysia Airlines
GOAL
STRATEGY
AND ACTION
RESULTS
To drive sales to increase the profitability from the main domain by
 Driving post-click sales
 Showing the value of programmatic display remarketing
 Gaining 12 times more Returns on Investment (12x ROI)
Use of Programmatic Display Remarketing - Programmatic
Remarketing is a clever way to connect with website visitors who may
not have made an immediate purchase or enquiry. It allows to
position targeted ads in front of a defined audience that had
previously visited your website - as they browse elsewhere around
the internet.
Bid price, day parting, geo targeting, and viewabiltiy and audience
list; all the features and options were used strategically. Static and
Dynamic Ad creative were planned and used effectively to deliver
relevant and more specific Ads.
Ads optimized for viewability achieved superior results, the strategic
settings like geo targeting, demographic and Dynamic Ad worked
along with changes made from weekly in-depth analysis.
 Achieved more than 93% of actual target; achieved 23x
ROI when the targets where only 12x ROI
 Month-on-month the Sales improved by more than 1,222%
 Increased campaign performance from custom optimizations
 Steady Increase in conversion rate as the weeks passed by
 Better user interaction with Dynamic Ad creative got cheaper
sales generation
To better understand the media spend for the flight booking
campaign, below are some of the best performing elements &
targeting from the campaigns are:

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4 Programmatic Remarketing Case Study Malaysia Airlines
CAMPAIGN
STATISTICS
Best Days of the Week
Day of Week Impressions Clicks Conversions Conversion Rate
Wednesday 7744934 8380 627 7.48%
Friday 8455659 8525 628 7.37%
Best Time of the Day
Time of Day Impressions Clicks Conversions Conversion Rate
12pm 2348519 2550 250 9.80%
10am 2229681 2510 231 9.20%
Best Performing Creative Size
Creative Size Impressions Clicks Conversions Conversion Rate
300x250 1116674 2067 188 9.10%
728x90 674169 1207 141 11.68%
Best Performing Sites
App/URL Impressions Clicks Conversions Conversion Rate
mail.yahoo.com 3784400 4715 490 10.39%
msn.com 693872 2304 291 12.63%
outlook.com 377411 922 228 24.73%
mudah.my 2588292 1544 198 12.82%
Best Performing Cities
City Impressions Clicks Conversions Conversion Rate
Kuala Lumpur 15595494 18925 1046 5.53%
Kuching 1918830 2154 334 15.51%
Kota Kinabalu 1310049 1386 270 19.48%
Petaling Jaya 1733907 1802 150 8.32%
Gender-wise Breakdown
Gender Impressions Clicks Conversions Conversion Rate
Female 4796403 4203 349 8.30%
Male 4681908 3859 242 6.27%

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5 Programmatic Remarketing Case Study Malaysia Airlines
CONCLUSION
It can be analyzed that Website User retention of
MalaysiaAirlines.com got more strong and hyper with Cadreon’s
Programmatic Display Remarketing campaign. The ROI went up from
1.1x to 23.2x in a very short span of ~75 Days. If continued, it can
be more productive.
Month Platform
Planned
Budget
Sales ROI
January , 2016
GDN 411,500 5,494,234 14.2x
Programmatic 50,000 45,710 1.1x
February ,
2016
GDN 442,000 3,659,124 12.4x
Programmatic 50,000 604,480 10.6x
March , 2016
GDN 665,734 3,867,678 20.6x
Programmatic 116,000 1,019,470 23.2x
The constant growth in ROI from Programmatic campaigns have
surpassed the ROI produced by ordinary GDN campaigns; hence
more fruitful results can be extracted with the potential of
programmatic buying.
The Document contains the Information that is Proprietary to Cadreon, No part of
document may be Duplicated or used for Commercial Purpose
1.1x ROI
10.6x ROI
23.2x ROI
0.0
5.0
10.0
15.0
20.0
25.0
ROI
INCREASING ROI FROM
PROGRAMMATIC
January , 2016 February , 2016 March , 2016