LATAM Airlines achieved significant results by adopting native advertising strategies through Microsoft Advertising. With the aim of increasing the demand for flight searches on its website, the company invested in this format of advertisement, that integrates naturally into the content of the pages where they are displayed. And, as a result, LATAM Airlines not only generated more searches, but also significantly increased the click-through and conversion rates.
LATAM Airlines started with daily and gradual investments in Native Ads on Microsoft Advertising.Різниця від традиційних banners, these ads follow the aesthetic and tone of the platform on which they appear, making advertising more relevant and effective in capturing the target audience's attention.Furthermore, advertising content becomes less intrusive.
The strategy of LATAM was based on three main focuses
- Travel Audience Remarketingsegmented users who accessed the homepage and searched for specific destinations, reducing the cost per search and encouraging more bookings.
- Special Interests Campaignreached audiences with diverse affinities, like Sports & Fitness, Arts & Entertainment and Fashion, expanding engagement.
- Remarketing of Destinationsused remarketing lists based on key URLs and explored the use of Copilot in Microsoft Advertising to create assets.
The results consolidated the effectiveness of native ads as a conversion tool. LATAM Airlines recorded an increase in170% on the conversion rate, in addition to a growth of133% click-through rate, compared to traditional search ads. With this success, Native Ads now account for 25% of LATAM's total investment in Microsoft's advertising platform.
"The partnership with Microsoft Advertising was a turning point for us". The native advertising strategy not only expanded our reach, but also significantly increased our click-through and conversion rates. We are excited about the results and looking forward to continued success together, affirms Gregorio Meireles, Head of E-commerce at LATAM Airlines.
The results obtained by LATAM Airlines demonstrate the potential of native ads to diversify digital marketing strategies and reach the audience in a more natural and less intrusive way.
