Challenges and Objectives

The Challenge: The airline sector faces an ongoing hurdle: advertising live and dynamic pricing based on real-time seat availability and holiday package costs. This is typically impossible using static addressable video formats. The specific challenge was to use this new capability to create "cut-through" by targeting high-value ABC1 audiences with dynamic, live-updated messaging.

The Solution: ITV partnered with British Airways to integrate the BA API directly with the ITVX platform, utilising the new ITVX Dynamic Pause Ad capability.

Objective & Execution: This integration allows the Pause Ad to display:

• Real-time holiday costs

• Holiday package durations

• Package prices

Crucially, this information updates hourly based on British Airways' current availability and the user's location within the UK, delivering the required dynamic messaging on a massive scale.

Insight

British Airways aimed to target ABC1 regular flyers aged 40–70. The primary goal was to drive potential customers to the BA Sale website, with a target of achieving a +22% Year-over-Year increase in holiday bookings. Key Performance Indicators (KPIs) include measuring Ad recall, attribution, and brand image.

Idea & Implementation

Utilising its recently developed ITVX Dynamic Pause Ad API, ITV partnered with British Airways for a pilot test. The campaign successfully integrated live data feeds to display real-time flight costs, holiday package durations, and pricing.

Targeting Strategy and Results 

The campaign demonstrated exceptional performance across key metrics, significantly surpassing ITVX platform averages and delivering substantial brand uplift for British Airways.

• Attribution: The Dynamic Pause Ad proved highly effective in driving action, achieving a remarkable 43% attribution rate. This is a considerable +8 percentage point increase over the ITVX average of 35%.

• Interest: Consumer interest in British Airways' offerings saw a positive percentage of 46%, outperforming the ITVX average of 38%.

• Brand Image: The exposure led to a significant boost in perception, with a substantial +28 point positive uplift in brand image among the exposed audience. 

• Consideration: Furthermore, the campaign successfully moved customers down the purchase funnel, delivering an uplift of +21 points in Consideration compared to the ITVX average. 

Client Quote

“We’re always looking for smarter ways to connect with our customers and this new format allows us to do just that. It’s a great example of how we are continuing our transformation programme, using digital innovation to create more personalised, relevant experiences, meeting our customers where they are.

“We want customers to enjoy a seamless end-to-end British Original experience and

that starts with their very first interaction with us. This new ITVX format is all about

supporting them from the moment they start planning their next adventure, offering

inspiration and great value fares.”

Calum Laming, British Airways’ Chief Customer Officer