Interviews, insight & analysis on digital media & marketing

Icelandair improves ROI tenfold with Scibids and Brainlabs

Icelandair, the flag carrier of Iceland, has achieved a 70% decrease in cost per flight booking over the past year, representing a tenfold improvement in ROI from its digital advertising.

The airline worked with ad tech platform Scibids and digital media agency Brainlabs on its programmatic ad campaigns, focusing on maximising online flight bookings at the lowest possible cost.

“The results were incredibly fruitful for Icelandair, with Scibids AI and Brainlabs securing a 70% decrease in cost per flight booking over the past year,” said Jóhann Benediktsson, Digital Marketing Manager at Icelandair. “This level of efficiency represents a 10x ROI for the brand compared to the benchmark price of applying artificial intelligence ourselves. We’re proud to work with tech-forward partners like Brainlabs and Scibids.”

Brainlabs ran a test utilising Scibids’ artificial intelligence (AI) across 11 markets, aiming to assess the impact of the AI on Icelandair’s digital ad efficiency. The success of the test prompted the application of Scibids’ technology across all of the airline’s programmatic spend.

Through Google Display & Video 360’s Custom Bidding product, Scibids integrated into Icelandair’s demand side platform (DSP) seat. The aim of the integration was to identify combinations of media signals that maximise the probability of online flight booking conversions.

“We are delighted with the impact of the inclusion of Scibids AI technology has had on Icelandair’s campaign performance, where we have secured a 70% decrease in cost per flight booking over the past year,” said Anjlee Majmudar, VP Programmatic at Brainlabs North America. “It’s especially rewarding to work alongside a client like Icelandair who are keen to embrace new programmatic AI-infused technologies to ensure that their brand continues to outperform the competition”

Eric Schwartz, MD of North America at Scibids, added: “Scibids AI’s ability to analyse millions of variables and adapt bidding strategies in real time has provided Icelandair with a competitive edge in the digital advertising landscape. We are excited to continue supporting them in achieving their business outcomes.”

*Scibids is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA