London, 1 July, 2015: The Exchange Lab, an independent company specialising in multi-platform programmatic media buying, has been appointed by Virgin Holidays to implement a long-term programmatic strategy in the UK.
The appointment of The Exchange Lab follows a successful year working together on projects for the tour operator, which exceeded performance objectives achieving a prospecting cost per acquisition (CPA) 29.3% below target and a retargeting CPA 30% below target. Building on this success, Virgin Holidays is now focusing on a longer-term strategy to utilise programmatic trading to drive campaign performance, attract new customers, and increase holiday bookings.
The Exchange Lab is powered by Proteus, a creative and innovative trading platform, which is integrated into the world’s largest and most respected demand-side platforms (DSPs). It offers brands a single touch point that provides unprecedented campaign efficiencies, extensive audience insights, and real-time monitoring to achieve optimum performance.
Alex Adamson, Marketing Planning and Efficiency Manager at Virgin Holidays, said: “We were looking for a partner with the ability to fulfil an extensive list of requirements — including transparent working practices, audience segmentation, and campaign insights. Our previous experience of working with The Exchange Lab, combined with the strength of its proposal and the capabilities of the Proteus platform, made it clear the company has the means to provide everything we need to execute a successful programmatic strategy.”
Commenting on the partnership, Luke Smith, Senior Business Director at The Exchange Lab, said: “After an extensive pitch process against five leading programmatic providers, we are delighted to continue working alongside such a prestigious and well-known brand as Virgin Holidays.
“This appointment reinforces the power of Proteus, a technology that provides brands with easy access to multiple DSPs, allowing delivery to be effectively scaled and tailored to each campaign in real-time, while efficiently controlling ad spend. We are looking forward to helping Virgin Holidays expand its programmatic strategy and make further advances with digital advertising in the UK.”
About The Exchange Lab
The Exchange Lab (theexchangelab.com) is One for All. One company connected to the world’s largest programmatic digital media marketplace. The Exchange Lab is powered by Proteus, a creative and innovative trading platform which is integrated into the largest and most respected DSPs including; MediaMath, AppNexus, The Trade Desk, TubeMogul, Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange, and DoubleClick Bid Manager.
The company’s unique multi-platform solution unifies all of the top DSPs, marketing technologies, and exchanges into a single touch-point that drives the highest level of efficiency for advertisers.
Founded in 2007, The Exchange Lab is a privately held company that serves more than 700 clients across 50 markets worldwide with offices in London, New York, San Francisco, Chicago, Dallas, Toronto and Singapore. The company raised $8M in funding from the Business Growth Fund (BGF) in 2013.
About Virgin Holidays
Virgin Holidays is the UK’s favourite long haul holiday company. Founded in 1985 on the Virgin principles of excellent customer service, value, reliability, responsibility and a sense of fun, it has used its entrepreneurial heritage and passion for innovation to benefit customers and communities around the world. In 2014, it was voted Best Large Holiday Company to the USA, Canada and the Caribbean for the fourth consecutive year at the prestigious, consumer-voted, British Travel Awards.
The Exchange Lab Press Contact:
Jade Page, GingerMay PR
Tel: +44 (0) 203 642 1124