Mobile ad platform, MadHouse, has launched a mobile advertising platform called TravelMad aimed specifically at local travel industry marketers targeting Chinese travellers. The update was announced at the Digital Travel APAC 2018, by WBR Singapore – a large digital travel event where eCommerce and digital executives from airlines, hotels and metasearches get together.
In 2017 alone, 131 million Chinese travelled outside of their country spending around $115.29 billion across destinations including Thailand, Japan, Vietnam, Korea, Russia. The Chinese hugely rely on their mobile devices to double check travel information and payment solutions.
For marketers, this presents an opportunity to target Chinese travellers whilst their on the go.
“Not only coming with a solid know how and insight of Chinese traveler’s mobile media behavior, TravelMad also covers a massive reach and offers mobile traffic from premium Chinese hero Apps, alone with our partnership with Ctrip and other opportunities such as Chinese giant app WeChat, or local LBS based push ads, its is safe to say we are covering 100% of the Chinese travelers globally. And they will only see these ads when they start to plan or travel to the country of destinations,” says Wendy Wang, Vice President of Madhouse.
Before launching TravelMad, Madhouse worked with roughly 200 premium mobile apps in China to deliver programmatic buying solutions across various mobile formats.
TravelMad is a self-service platform for resellers that lets them create, monitor and optimise their ads and targeting criteria for different countries.
Among its clients who already successfully tested the solution are Value Retail Management in Europe, Marina Bay Sands Singapore, Tangs Shopping Mall Singapore, Big Camera Japan, Mannings Hong Kong, Resort World Genting Malaysia and others. They achieved an average CTR of 4%.
To add more precise consumer data to the platform, TravelMad has partnered with Ctrip, the Chinese provider of travel services.