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Etihad airways selects Ad-Lib.io to evolve and scale its cross-channel digital marketing

Partner Content: Ad-Lib.io’s solutions are user-friendly, scalable and transparent.

By Janira Hernandez, Head of MEA, Ad-Lib Digital

Etihad Airways, the national airline of the UAE, and Ad-lib.io, the next-generation creative management platform (CMP), have partnered to advance Etihad’s digital advertising capabilities to the next level by leveraging Ad-lib.io’s leading platform for digital-savvy brand marketers. Following a rigorous RFP process, Ad-lib.io’s platform was selected to deliver a user-friendly interface, simple scalability and transparent workflow that would enable teams to collaborate on automated ad production across display, social, and video. The partnership supports Etihad’s mission of digital transformation through advanced capabilities for dynamic creative optimisation (DCO). In addition, Ad-lib.io’s solution fulfilled Etihad’s need for increased personalisation and DCO via an intelligent automation methodology that interweaves the creative expertise of their production partner, EG+, with the trafficking and audience expertise of their media agency, Crossmedia.

Etihad Airways is part of Etihad Aviation Group, a diversified global aviation and travel group headquartered in Abu Dhabi, offering flights to 67 passenger and cargo destinations in 45 countries across the Middle East, Africa, Europe, Asia, Australia and North America. In conjunction with codeshare partners, it offers access to hundreds of international destinations in just one booking through their network. Etihad Airways has been officially rated a Five-Star Global Airline by the Airline Passenger Experience Association (APEX) in the APEX Official Airline Ratings 2021. In addition, media monitoring and analytics company TalkWalker has identified Etihad Airways as the leading Most Loved Brand in the Middle East and Africa.

“Our campaigns must easily scale to reach over 20 markets with as many as 25 routes per market, each including multiple cabin classes and pricing,” said Amina Taher, vice-president of brand, marketing and sponsorships at Etihad. “Add to that complexity the importance of meeting our online customers where they prefer and how they prefer – be that via any channel or creative format – and the challenges of scale and governance increase exponentially. We are looking forward to partnering with Ad-lib.io to easily manage our campaigns to meet these requirements while maintaining a high level of relevance to our customer audiences.”

Ad-Lib.io provides the leading next-generation creative management platform for marketers at the world’s largest brands to enable them to scale their digital creative. Ad-Lib.io connects creative and media workflows using intelligent automation, making it easy and fast to produce and optimise relevant ad creative across all digital channels. These ads are 60 per cent more cost-efficient to produce, according to Ad-LIb.io’s customers, which include 10 of the top 30 global brands.

“With its fingers on the pulse of the market, Etihad has foreseen a resurgence in travel, inspired in part by the trust it has built with its customers during the pandemic. Ad-lib.io is honoured to become an integral part of Etihad’s initiatives to scale the breadth and depth of the airline’s relationships with travellers worldwide,” said Oli Marlow Thomas, founder and president of Ad-Lib.io. “We look forward to growing our presence in MENA to support world-class brands like Etihad.”

To find out more about Ad-Lib, reach out to [email protected] or visit the website at ad-lib.io for more details.

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