From online booking sites, to airlines, hotel companies, and all of the cruise lines in between, the travel category is a major contender in the digital advertising space. As the category becomes more competitive and crowded with the emergence of new brands and forms of direct booking, digital ad spend continues to climb. By 2020, eMarketer estimates that the category’s digital advertising spend will rise to $8.28 billion, up from an estimated $5.69 billion in 2016.
How are travel advertisers buying across digital? We have the answers.
Which Devices Are Travel Advertisers Targeting?
The bulk of digital spend for the travel category from June 2016 to June 2017 was on display advertising, accounting for 67% of spend amongst the top 500 brands. Desktop video is becoming a prominent part of travel brands’ digital strategy, consuming just less than a quarter of spend for the category.
While mobile is becoming an important part of a travel brand’s digital mix, the device type only represents nine percent of the spend share for the category. As video advertising increases, it can be expected that mobile will also grow to take share from display as consumers book more travel from their mobile devices.
“Mobile advertising is another area of critical investment for many travel marketers. The increasing time spent with mobile devices, along with growing sales on those devices, is pushing mobile ad spending ever higher, amounting to over 63% of all travel industry outlays in 2016.”
In an effort to reach a broad audience across digital, 50% of the top 500 travel brands are buying ads programmatically. To see how travel brands are buying across digital and also how five top travel brands, from Carnival Cruise Lines to The Hertz Corporation, were running digital advertising campaigns in 2017, download our latest Travel Advertising Trends report here: