Holistic Relevance and Pinpoint Advertising

Advertising today relies heavily on relevance. The more relevant an ad is to a website/app visitor, the greater the chances are that a sale will be made (or at least some form of interest in the product).

The Giants

As opposed to advertisers of the past, who targeted everyone in the hope of catching anyone, advertisers today spend mountains of cash targeting relevant customers. Facebook, Google, Bing and pretty much every advertising platform, invest a lot of resources and money to make advertising on their platform more relevant. As the level of relevance increases, so does the interest of the customer and, hence, the advertiser. These platforms collect data based on our search history, friends, websites visited, income, familial status and our location, among many other types of data, all for the single purpose of increasing relevance. How in the world can Relavanti compete with these giants for advertising budgets? Of course, relevance. But in a new and unique way.

Advertising on Relavanti

Relavanti is all about holistic relevance in travel, meaning that it allows the user to easily and quickly create their own relevance by connecting dimensions and elements of relevance. A dimension of relevance is generally one of the big questions: Who? What? Where? etc. Each dimension is comprised of many elements.

Take for example the "Who?" dimension. One would normally think this dimension includes the number of travelers, perhaps if it's a family with kids. Yet it goes further than this down to elements of gender, interests, preferences, requirements and even religion. Then, we can take the "Where?" dimension and break it down to the many elements of geographic locations. For most travel-related websites, the "Where?" is defined as a city; look for a flight to a certain city and you'll see offers for hotels and activities in that city, which requires further searching to see where these services are located within the city and how they're related to other elements in the "Where?" or "Who?" dimension of relevance. Relavanti is designed as a search tool that connects between these dimensions and elements. We have yet to take dive into the deep end of the "Who?" dimension but have already done so for the "Where?" dimension. And this is also - excuse the pun - where it gets interesting for advertisers.

Geographically, Relavanti connects layers of data which provide solutions to three questions:

1. What is around me? This can be seen in the Nearby tab - nodes of transportation such as airports and seaports and public transit, as well as services such as hotels, activities and car rentals.
2. What is around what is around me? At each of the nodes or services, the user can see nodes of transportation (such as a bus station at an airport or a cruise terminal at the port).
3. What is around what is around what is around me? At each of the nodes of transportation (including at the level of a terminal), the user can see services such as hotels, activities and car rentals, as well as scheduled and unscheduled services of transportation, such as airlines at an airport or cruises at a seaport.

Which basically means that a user searching Relavanti for Luxor, Egypt, can see information specific to Luxor (Nearby tab). She can also see the nodes of transportation around Luxor and filter the nodes. At each node, such as at the Safaga Seaport, she can further see information about services available there, such as cruises, ferries, activities and hotels. Further, for each of the services at or nearby the node, she can also see and connect them with public transportation.

The point of it all is very simple: Advertising on Relavanti can be as general or as specific as the advertiser wishes. The possibilities of gaining the user's attention to a specific service are many and varied. Here are some examples for an advertiser to choose from:

1. Global level (all searches)
2. Country level (all searches within a certain country)
3. City level (all searches within a certain city)
4. Specific node (airport, railway station, seaport) or even terminal within a node.
5. An area that is a radius around a specific location (such as all search locations within a radius around a location)
6. Within a geographic polygon (created by 4 geographic coordinates)
7. Specific service (such as an activity).

The level of relevance grows when any of these geographic advertising opportunities are coupled with the user's location. For example, advertising in German for users located in Germany searching for Antsiranana, Madagascar and looking at one of the ports in the area.

In other words, geographically speaking (Where?), an advertiser on Relavanti can catch the user's attention with a specific service exactly at the moment and location it is viewed by the user. The advertising will become more relevant as we dig deeper into other dimensions of relevance, such as the "Who?" and "What?" dimensions.

Find more information about advertising on Relavanti or send us an email at advertising@relavanti.com. We look forward to doing business with you.