Neal and Kimmy honeymooned in Maui fourteen years ago this July.  He’s been thinking about a surprise getaway for the two of them and their daughter Pan.  While looking over a few travel search sites, he was added to the Turbine DMP in the travel enthusiast segment and has just been purchased by the Xaxis trading team while reading an article on the New York times.  At the bottom of the page he is pleased to see a Hawaiian Airlines “Sticky” ad along the bottom of the page.  It’s 45 degrees in New York.  So, the “Sticky” ad further catches his attention when it notes that it is a very comfortable 78 degrees on the Big Island.  “Sticky” can be PC enabled.  So, it can populate content with data from the creative server. 

Although he should investigate further, he’s got a lot to do.  So, he continues reading his article.  Fortunately, “Sticky” hides when he scrolls.  So, it doesn’t encumber his reading but gently reminds him when he stops scrolling that he’d better get to booking before all the travel deals disappear.

Later that evening, Neal searchers for “best places to stay” in Maui and lands on a travel site with a Xaxis “Sticky” tag on the page.  As he is reading about all of the great places to stay in Maui, another “Sticky” ad pops up.  “Sticky” is PC enabled, so it knows that Neal is reading about Maui.  Instead of simply telling Neal about the weather in Hawaii, “Sticky” personalizes the ad with “Your Maui Adventure Awaits … See all there is to do.”  He clicks the “Explore Now” button.  Neal is not only in the “Travel Enthusiast” segment in Turbine, he is also in the family segment.  Since “Sticky” is PC enabled, we populate the “to do” section with adventures that are relevant to the whole family, not just the couple celebrating their anniversary.  If we had additional data.  For example, Neal is found in the “foodie” segment of Turbine, this section would automatically update with new items.  Unfortunately, Neal isn’t logged onto any social sites.  So, “Sticky” cycles different social platforms optimizing over time towards the best performing platform for social engagement.  This time, it is Pinterest.

With so many great things to do, Neal decides to click through to get his fare.  Once on the site, though, he is spooked a bit by the total price.  He decides he needs to check his bank account before moving forward.

Later that evening, he’s home browsing the web.  Xaxis finds him again.  And “Sticky” is ready for one more shot at winning Neal’s business.  The collapsed state appears with a data informed teaser – click for new lower fare offer and discounted adventures.  Neal clicks through.  The fare is just right, and he sees a surfing lesson for the whole family that is in his budget.  He clicks through and buys three tickets to Maui.  After returning to his page, the “Sticky” creative is still expanded.  This time, Neal is logged into Twitter.  So, he clicks on a beautiful picture of hula dancer and tweets out “Surprise Kimmy and Pan, I’m taking my two favorite ladies to Maui :)”