Creative Test Case Study Tangible Impact, Inc. February, 2007

Creative Test Scenario Independence Air provided service to 2 key Florida markets, Tampa & Orlando. These markets were critical to success in the peak winter/spring travel season. For the seasonal, leisure-oriented Florida market, imagery would play an influential role in making a meaningful connection with potential travelers. A single-variable creative test was structured to determine which of a series of lifestyle images drove the greatest number of airline bookings. The creative test was slated for December, prior to peak season, so learnings could be leveraged in the critical January through April period. The following test parameters were established: Focus: Media: Ad Size: Assets: Imps per cell: Total test imps: Portion of plan: Duration: Influence of lifestyle images Broad Reach, Low CPM inventory 728x90 1 Control image and 3 test images 278,000 1,120,000 15% of total plan impressions 2 weeks

Creative Test Structure The 1 control image banner and 3 test image banners were: Scheduled in a single media placement – the AIM Homepage 728x90. Flighted and pulled down on the same days, given equal weighting, and allocated an equal volume of impressions. Pointed to the same landing page.

Creative Test Success This single-variable image test drove significant gains in Florida flight bookings: Control Banner Test Banner 1 42% increase in bookings Test Banner 2 26% increase in bookings Test Banner 3 26% increase in bookings

Creative Test Insights & Actions A single-variable image test drove double digit increases in campaign conversions. The top performing banner image became the new control, and was rolled out across the media plan to maximize Florida bookings during the peak travel season. The 2 additional winning banner images were introduced into the campaign at midpoint, to fight banner fatigue and boost Florida bookings. Given the success of image testing and optimization for the Florida routes, additional image testing was conducted for other major airline routes. Finally, the airline leveraged the learnings from this banner creative test by incorporating top performing images into emails & landing pages, and also into print and outdoor creative.

Contact Tangible Impact Tangible Impact, Inc. beth@tangibleimpact.com Office: 614.792.3392 Mobile: 614.296.4327