Southwest Airlines Banners to Native 3-Day Sale

Strategy

Southwest wanted to reach travel intenders to promote a 3-day sale on specific routes with the ultimate goal of getting travelers to take a search action on southwest.com. They only had banner creative but Sharethrough helped convert banners assets into native. To accommodate the short flight and aggressive CPA goals, Sharethrough created a first-look priority deal to maximize reach against the target audience. To optimize towards the most efficient CPA, 1P, 3P and comScore IAB Digital Interest audiences were tested simultaneously. Overall, the comScore IAB Digital Interest targeting outperformed other tactics, driving 2.9X - 5.5X lower CPAs.