Digital landscape

The digital landscape is changing rapidly, with significant changes on how advertisers connect with their audiences. A pivotal shift is the debate around  third-party cookies. Google, after 4 years of discussions around the topic and 3 delays, finally decided to not phase out 3rd party cookies after all. Nevertheless, further limitations will come and it’s important to keep working on alternatives, when cookies are not available. Along this evolving landscape, thanks to our robust first-party data strategy and innovative solutions, eDreams ODIGEO stands in a privileged position, guaranteeing effectiveness regardless of cookie targeting.

Understanding Cookies: The First-Party Advantage

Let's clarify the distinction between first-party and third-party cookies and their importance in the digital ecosystem.

First-Party Cookies are created and stored by the website you are directly visiting. They play a crucial role in improving user experience and they are a direct source of first-party data, such as user behaviour on site, preferences, and interactions.

 Third-Party Cookies, on the other hand, are created by domains other than the one you are visiting directly, often used for tracking and online-advertising purposes. They are collected from various sources and often lack precision.

First-Party Data: the gold of advertising

eDreams  first-party data is accurate, relevant, and rich with insights. This data includes travel preferences, booking habits, and engagement patterns, enabling us to tailor advertising campaigns that resonate deeply with our audiences. With an impressive volume of 16.2 million bookings achieved in 2023, 6.3 million loyal Prime members, (aiming to 7.25 by 2025)  and more than 100 million searches per day, our platform not only provides unique insight into traveller needs and preferences but also offers a vast reach, ensuring our advertising campaigns can connect with a broad and diverse audience effectively.

Our advertisers can expect:

Unmatched Insight from First-Party Data: Our extensive first-party data comes from direct interactions with millions of travellers. This unique source of information allows us to understand and predict travel trends, preferences, and behaviours.

 Tailored Campaigns for Every Destination and Airline: For Tourism Boards and Airlines, our data-driven approach means we can create highly targeted advertising campaigns.

 Innovative Strategies for Engagement: We are not just adapting; we are innovating. Our range of products, partnerships and strategies include leveraging advanced analytics, machine learning, and AI to increase our understanding of traveller behaviour.

Privacy-Centric Approach: We are committed to keep the highest standards of privacy and trust, ensuring that our data collection and utilisation practices are transparent, secure, and in compliance with all regulations.

Looking Ahead with Confidence: A Future Built on First-Party Data

We have the advantage of exclusive access to this data to enable destinations and airlines to truly stand out in the evolving digital landscape ahead through our exceptional products like branded content, display advertising, email marketing, video, social media, and more.

As we move forward, eDreams remains committed to to drive innovation, enhance user experiences, and deliver superior results for our clients. Our clients can trust us to navigate the digital advertising landscape, ensuring that their marketing  investments are as effective and impactful as ever.

Discover the advantages of advertising with eDreams ODIGEO by getting in touch with our Media Services team.

We work with destinations and airlines to help them reach the right audience and their performance goals. One of the destinations that we are helping to achieve its marketing goals (Increase of qualified and sustainable passengers) is Promtur Panamá. In this instance we are delivering a campaign positioning Panamá as an experience rich destination: Sun, beach, culture and health and safe for travellers from Spain, France and Germany. Consolidating the growth in demand in European markets and increasing the number of passengers to Panama together with an increase in the average stay.

The campaign will be live until February 2023 in 3 of our core markets, where we are absolute market leaders: Spain, Germany and France. It is a campaign with a strong weight of Branding but also oriented to performance looking to inspire the quality and sustainable traveller.

Advertisign solution

A digital campaign was deployed on the network of eDreams ODIGEO sites through several promotional touchpoints that guides the user to an exclusive microsite of Panama. A dedicated content space was created to highlight the main tourist attractions and product offerings: flights, hotels, travel packages, flight + hotel and activities to extend the stay in the destination.

With a 360 product suite to promote the destination: microsites, newsletter, blog content actions, social networks and presence in external media. It targets users with a culture and nature profile. Travellers of medium to high income levels, who are culturally curious and adventurous as well as interested in authenticity and quality.

First month of campaign results

Related to the evolution, there is a 16% increase in Flight+Hotel Package sales over the same period pre-Covid (2019).

The targeted audience is very engaged throughout the target markets where we are having a high volume of interactions.

In a rather competitive environment where destinations will try to inspire potential travellers, we aim to position Panama as a top of mind destination in the eyes of different target users. We are helping the destination reach a greater number of tourists and inspire them to choose Panama for their next holidays.

Given the successful start of the promotional campaign, we are looking forward to optimising further throughout the year to maintain our users flow to Panama at top levels.