Using native ads on Microsoft Advertising, LATAM Airlines increases reach by 240% and conversions by 170%.
LATAM Airlines has achieved impressive results by adopting native advertising strategies through Microsoft Advertising. With the aim of increasing demand for flight searches on its website, the company invested in this ad format, which integrates naturally with the content of the pages where they are displayed. As a result, LATAM Airlines not only generated more searches, but also significantly increased its click-through and conversion rates.
LATAM Airlines began investing gradually and daily in Native Ads on Microsoft Advertising. Unlike traditional banners, these ads follow the aesthetics and tone of the platform on which they appear, making the advertising more relevant and effective in capturing the attention of the target audience. In addition, the advertising content becomes less invasive.
LATAM's strategy was based on three main focuses:
- Travel Audience Remarketing: Targeted users who landed on the homepage and searched for specific destinations, reducing the cost per search and encouraging more bookings.
- Special Interest Campaign: reached audiences with diverse affinities, such as Sports & Fitness, Arts & Entertainment and Fashion, increasing engagement.
- Destination Remarketing: Utilized remarketing lists based on key URLs and explored using Copilot in Microsoft Advertising to create assets.
The results consolidated the effectiveness of native ads as a conversion tool. LATAM Airlines recorded an increase of 170% in conversion rate, in addition to a growth of 133% in click-through rate, compared to traditional search ads. With this success, Native Ads now represent 25% of LATAM's total investment in Microsoft's advertising platform.
“Partnering with Microsoft Advertising has been a game-changer for us. Their native ad strategy has not only expanded our reach, but has also significantly increased our click-through rate and conversions. We are thrilled with the results and look forward to continued success together,” said Gregorio Meireles, Head of E-commerce at LATAM Airlines.
The results obtained by LATAM Airlines demonstrate the potential of native ads to diversify digital marketing strategies and reach audiences in a more natural and less intrusive way.
About Microsoft
Microsoft (Nasdaq “MSFT” @microsoft) creates AI-powered platforms and tools to deliver innovative solutions that meet customers’ evolving needs. The technology company is committed to making AI widely available and doing so responsibly, with a mission to empower every person and every organization on the planet to achieve more. In Brazil for over 35 years, the company launched the Microsoft Mais Brasil Plan in 2020, with the aim of supporting the country’s sustainable economic development by contributing to actions capable of preparing professionals for the digital economy, reducing inequalities and promoting digital inclusion.
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