The Insider's Guide to Digital Advertising - By Acquire Custom Programmatic - Acquire Custom ...
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The Insider’s Guide to Digital Advertising
By Acquire Custom Programmatic
INTRODUCTION As access to advanced technology increases for both consumers and advertisers, the travel industry has changed and adapted in response. In 2020, travel planning will be researched in an entirely different way to how it was 5 years ago, therefore travel advertisers need to keep up with the ever-changing technology in order to maintain a fresh and relevant approach. This brings many challenges and difficulties when attempting to invest in the right channels to engage an audience. Although there are many obstacles, there has never been a better time for marketers to effectively target and measure the success of their digital media campaigns.
CURRENT TRAVEL
ADVERTISING SPEND
COMPLEXITY OF THE
TRAVEL MARKET
Digital now makes up for 47% of all Travel
advertising spend.
Travel advertisers face various challenges when We expect this figure to increase
attempting to deliver successful marketing. As the significantly throughout 2020.
travel industry is broad and based upon expiring
inventory, it is important that consumer attention is
Airline 74%
captured in the right way at the right time.
Obstacles to this goal include:
Hotel 64%
• Tailoring personalised messaging to the right
audience that fits their preferences DMO 73%
• Achieving return on investment from advertising
and seeing measurability Attraction 71%
• Understanding the ever-changing ad tech
landscape and making effective use of data Car Rental 70%
Cruise 77%
DIGITAL MEDIA CHANNELS AND TACTICS
Both large and small travel advertisers are relying on a combination of digital media
channels and devices to reach their target audience and achieve their objectives.
Smaller advertisers are relying on online travel agents to generate and support bookings.
However, advertisers are now able to access a wide array of digital media platforms that
help reach and engage with potential customers throughout the path to purchase.
These platforms also allow them to support more direct bookings and rely less on travel
agents. These channels are mainly used to:
• Target new audiences in-market for travel • Personalise messaging
• Drive reach and brand awareness • Drive direct bookings
How Travel Marketers are using and anticipate
using Digital Video Ads
Video has become a key channel for
60% showcasing experiences and providing
initial inspiration for in-market travelers.
50%
Video is used through channels such
40%
as YouTube, Facebook, Instagram and
30%
online. Influencers have also played a
key part in using video to increase brand
20%
exposure and demand. Many consumers
seek visual inspiration through these
10%
influencers and will use the attitudes
0% displayed in the creator’s content to
Facbook YouTube Instagram Mobile Other Sites/ CTV
Video Ads Networks shape their own behavior. 1 in 2 marketers
plan on using YouTube ads in 2020.
Used in 2018 Plan on using Don’t currently use Not familiar
in 2019 or plan on using
APPROACHES TO MEASUREMENT As mentioned, measurability has been a challenge for marketers in the past. Fewer than 1 in 5 marketers are measuring their brand lift and impact from advertising. Metrics that savvy marketers are using to measure success from their digital advertising campaigns include: • Cost per booking • Brand lift/recall • Traffic to site • Online conversion rate Attribution and customer journey modelling have become crucial for measuring campaign success. Fewer than 1 in 5 marketers are analysing attribution through the entirety of the customer journey. Travel marketers need to look from their customers first interaction right through to the most recent interaction. This helps marketers realise what channels and tactics are providing value.
THE FUTURE OF TRAVEL MARKETING Traveler research is often done entirely online. Each consumer researching travel is subject to many variations, i.e. the distance of travel, length of the trip, destination, or number of trips planned. Some consumers may be interested in domestic travel over international, or ‘staycations’ – a term for short term travel within driving distance of the traveler’s home. These specific preferences require specific targeting in order to deliver the most effective message. This can be optimised through data collection to gain knowledge on the consumer’s preferences. First and third-party data will be the most important tool to effectively reach the right audience at the right moment with personalised messaging. Influencer and social advocacy will continue to be valuable for consumers when researching their next trip. Marketers will continue to invest in new and existing ad technology that allows them to: 1. Scale across multiple customer touch points 2. Target prospects who indicate intent to travel 3. Have better visibility into traveller behaviour across their site 4. Understand where they’re winning or losing customers along the path to purchase
GET ONBOARD WITH ACQUIRE!
Cost per Acquisition
Use of data Advance Targeting
(CPA) campaigns
The role of 1st party data – i.e. Acquire has access to over 150+ AdTech Providers,
Establish KPIs linked to achieving
databases, website visitors etc many of which require enterprise level contracts
business goals e.g. bookings
– is only going to become more and high monthly minimum spends.
important. In 2 years-time Google We have run many successful CPA
New AdTech and targeting strategies have been
Chrome is going to phase out the campaigns for travel clients where
incremental in the success of Acquire’s travel
use of 3rd party cookies which will they have only paid a fixed cost
campaigns such as:
severely impact online advertising. per actual booking. On average,
1. Geo-location and Geo-fencing - reaching users this works out to be less than 6%
Acquire has the ability to use
who have visited travel agents, travel events/ of the booking value, compared to
your 1st party data to its’ full
expos, airports and ports 25% for OTAs.
advantage - reaching users who
have previously engaged with your 2. App Behaviour targeting to users who have
brand and shown interest. Acquire apps such as Airbnb, Trivago, Expedia, Booking.
recognises the urgency to grow com, Tripadvisor installed on their phone
first party data.
3. Email Database Display Targeting to reach users
with Display ads using an email list
GET ONBOARD WITH ACQUIRE!
Dynamic Creative Creative Suite
Dynamic Creative Optimisation (DCO) is Acquire’s creative partner, BigPixel offers
the process of tailoring messaging to the digital expertise that’s flexible, cost efficient
user’s preferences, demographic, stage and drives better online performance.
of the purchase funnel and much more.
Use the know-how to produce the latest
Acquire has seen DCO contribute to Display and Video creatives, from Social to
a 2.5x increase in engagement and interactive to expandable to rich media.
bookings, compared to standard creative.FOR MORE INFORMATION, OR TO JUMP ONBOARD, PLEASE CONTACT Anthony Ord GM CLIENT SERVICES Mob: +64 27 649 9198 Email: ant@acquirenz.com Zane Furtado GM ENTERPRISE Mob: +64 27 2 834 443 Email: zane@acquirenz.com
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