Ryanair signs new data marketing deal
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
Ryanair is to ramp up its advertising with other travel companies and partners through a new partnership with data-driven marketing firm Adara.
Under the deal, the low-cost carrier will be able to use data from searches and spend to better promote particular services or hotels.
For example, if you had searched for a flight to Venice in July, the site may later show up a hotel deal in Venice for that period.
“The primary purpose is for Adara to help Ryanair market the data is has through its website and open doors to advertisers to reach a new audience,” explained Scott Garner, chief commercial officer at Adara. “We use a technology platform and what that does is take information such as cookies so users and non-identifiable local users to track spend and search activity which is stored and synced.”
It is the first time Ryanair has adopted such a strategy and will allow its advertising to include specific data on the habits of its audience. Adara has other travel partners including various hotel chains, Travelport and airlines including KLM in the US and airBaltic. Data collecting can also bring up trends in the market.