BIG4: The Connected Booking Journey

Challenge

In an increasingly fragmented media environment, BIG4 faced a challenge: understanding how different media touchpoints worked together to influence bookings.

Rather than identifying which channels drove the final conversion, BIG4 needed to understand how upper-funnel channels influenced lower-funnel environments where most bookings occurred. This meant uncovering the combinations, sequencing and cumulative impact of media exposures that moved travellers from inspiration to booking.

Solution

BIG4 partnered with Foxcatcher, Ryvalmedia and The Trade Desk to deliver an integrated omnichannel campaign across programmatic OOH, CTV, audio and display.

At the centre of the strategy was Omnichannel Optimisation, which analysed consumer exposure patterns to identify the channel combinations most strongly associated with bookings. The platform determined which sequence of touchpoints drove the highest likelihood of conversion and dynamically shifted investment towards those exposure pathways.

Combined with audience segmentation, geo-targeting and propensity modelling, BIG4 prioritised audiences and locations demonstrating the strongest purchase intent. This ensured the most relevant consumers were exposed to the most effective mix of channels at the right points in their decision-making journey. Measurement then helped quantify programmatic’s influence beyond last-click performance, including its role across search, social and broader digital discovery journeys (e.g. LLMs).

A 63% increase in channel overlap, creating stronger cross-channel exposure pathways and more effective customer journeys.

Consumers exposed to the highest-performing channel combinations were 1.72x more likely to purchase and converted 1.66x faster than those exposed to a single channel.

Compared with previous multi-channel activity that didn’t use omnichannel optimisations, a 22% conversion rate uplift, 128% ROAS improvement, and an 18% increase in average basket value, with programmatic influencing 12% of total online sales.

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