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Brand of the Week: Alaska Airlines

By Jordan Kramer on Jan 5, 2018 12:15:01 PM

Do you ever find yourself browsing Facebook, only to be targeted by a creative for an airline deal? You aren’t alone. Airlines have increasingly become more interested in targeting on social, shifting dollars away from display, mobile, and video advertising to focus their digital budget on Facebook. Some of the largest airline companies are spending over half of their digital dollars on social, indicating a shift in how travel brands are trying to target consumers in an increasingly competitive space.
 
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Alaska Airlines is one of those brands, allocating nearly three quarters of their digital advertising budget in 2017 to social alone. Between the competition from online booking companies such as Priceline, in addition to head-to-head competitors, and an increase in consumer spend on travel, brands are fighting for not only dollars, but online audiences. Here’s a look at Alaska Airlines' strategy over the last thirty days leading into the holiday season, and how their YTD advertising compares to other airlines in the travel sector.
 
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Brand of the Week: Expedia, Inc.

By Jordan Kramer on Oct 6, 2017 4:16:15 PM

Planning a holiday getaway coming up? Digital ad spend for Expedia, Inc. has been gradually increasing throughout the month of September as the advertiser introduced over one hundred new creatives to promote sub-brands such as Hotwire and VRBO.
 
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The reservation engine company also counts Hotels.com, Trivago, Orbitz, Travelocity, CarRentals.com, HomeAway, and its namesake Expedia, amongst others, in it’s portfolio. Trying to cover every aspect of your vacation online, Expedia, Inc. faces tough competition in a crowded market against heavy hitters like Priceline and TripAdvisor. Here's a look at how the brand is competing online across desktop, mobile, and video.
 
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Brand of the Week: The Hertz Corporation

By Jordan Kramer on Aug 18, 2017 3:25:18 PM

Itching for a road trip? Car rental giant, The Hertz Corporation is hoping you are after upping digital advertising spend leading into the summer months. The company is now experiencing its highest ad spend year-to-date, focusing on getting you on the road to your next destination. The parent company of Advantage, Firefly, and Hertz Rental Car companies, in addition to Herc Industry Rentals, recently dropped MEC as their media agency and looks to be buying digital in-house for now.  
 
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For agencies and sellers looking to court the brand, stay focused on display. Hertz prioritized display as their top device-type for the year and the channel has consumed nearly 90% of the brand’s digital budget over the last thirty days. Download The Hertz Corporation’s entire display strategy, including spend and impression data, here and read on for more insights.

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Brand of the Week: Marriott International

By Jordan Kramer on Jun 9, 2017 4:00:21 PM

In an era where people are booking more travel online, rather than calling up a hotel or airline, grabbing those digital wins is of the utmost importance. Hotel chains have recently become more aggressive with their marketing plans in order to compete with the travel-booking sites such as Expedia & Priceline that are selling the same rooms. In order to avoid paying out high commissions to online travel sites, hotels are hoping to take reservations into their own hands with more sophisticated advertising strategies.
 
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Marriott International is the current eleventh top digital advertising spender in the travel category, spending $645K on average per month on display placements alone in 2017. Over the last thirty days, the brand invested nearly 70% of their digital budget into desktop/display ads. Download their full desktop advertising strategy in the new Brand of the Week report, and read on for highlights.

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Brand of the Week: Southwest Airlines

By Jordan Kramer on Jun 2, 2017 5:18:21 PM

Airline companies have been fixtures in the news recently, from onboard passenger incidents to complete PR gaffs, the industry isn’t having the greatest year. United Air Lines put the brakes on their digital advertising spend following a overbooked flight that resulted in one passenger being dragged off the plane by security. Southwest, Delta, American Airlines, and Spirit Airlines have all dealt with publicized situations involving passengers in the last couple months, throwing their PR and marketing teams into overdrive. 
 
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See how Southwest is responding online with digital insights from their ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more  here.

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Brand of the Week: VISIT FLORIDA

By Jordan Kramer on May 26, 2017 4:00:00 PM

If you are seeing creatives with gorgeous beaches and new adventures that are waiting for you on all of your online devices - you aren’t the only one. The tourism industry is heating up, especially in domestic markets, as consumers look to plan a summer vacation. Over the last thirty days, four out of the top ten ad spenders on display were tourism boards. Both Travel Oregon and VISIT FLORIDA have increased their budgets significantly across digital over the last couple weeks, both targeting an array of travel-booking publishers.
 
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VISIT FLORIDA upped their desktop advertising spend by nearly seventy percent over the last month compared to the thirty days prior. Display advertising is a big priority for the brand, with the channel accounting for 71%  of their current ad spend. Read on for more insights from VISIT FLORIDA’s recent digital advertising activity and download the full report here.

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Brand of the Week: Airbnb

By Jordan Kramer on May 12, 2017 1:00:00 PM

The brand that has given the hotel industry a run for its money has now forayed into the business travel world. Aiming to be a solution for business travelers with perks such as 24 hour check-in, wifi, and “premium support” as detailed by accompanying landing pages, Airbnb rolled out a new campaign across desktop and mobile on May 3rd. With brazen creatives stating, “There’s a new way to travel for work.” the brand is re-focusing all of their digital efforts to this initiative. 
 
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Read on for highlights from their recent campaign and download their full strategy with our new Brand of the Week report here.
 

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Inside Data on the Top 7 Travel Advertisers, from Royal Caribbean Cruises to Hilton

By Jordan Kramer on Apr 14, 2017 9:00:00 AM

The travel industry spent more than $78 million on digital advertising in February 2017, with the top seven advertisers spending about 34 percent of the industry’s total outlay.

Cruise advertising activities picked up significantly in February for both Carnival Cruise, the top travel spender, and Royal Caribbean Cruises, the fifth highest spender. This trend is reflected in 2016 spend data, as well.

Carnival Cruise Line spend, Jan. 1, 2016 – Feb. 28, 2017

Royal Caribbean Cruises spend, Jan. 1, 2016 – Feb. 28, 2017

How did both major cruise lines spend their money in February?

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Brand of the Week: Carnival Cruise Line

By Jordan Kramer on Apr 13, 2017 10:00:00 AM

Spring Break season is officially here! While some of your friends and colleagues are already soaking up the sun, cruise lines are trying to reach those still on their computers, ready to click “Book Now” on any tropical adventure. Just this last week, on April 3rd, top travel advertiser Carnival Cruise Line released seventeen unique creatives across desktop, mobile, and video channels. The week prior, the brand upped their impression share on Wunderground (The Weather Company) by 2.3 times their thirty day average. Clearly, the travel advertiser is on a mission to sell out the remainder of their Spring and Summer cruises. 
 
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 On the creative end, Carnival Cruise Line wants you to know that there is a cruise for everyone. From a family trip with grandma and the kids, to a mom-recharge, or a couple’s escape - they have creatives for all audiences. The brand has been focusing heavily on video advertising, consuming 63% of their digital budget over the last thirty days, to paint a picture of a relaxing adventure for anyone that comes across their ads. Read on for insights into Carnival’s creative strategy over the last thirty days, and download the latest brand report detailing their entire digital buying plan  here.
 

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United Airlines Halts Digital Ads Following Controversy

By Jordan Kramer on Apr 12, 2017 2:31:53 PM

Since the news broke about an over-booked United flight on Sunday that resulted in a passenger being dragged off the plane by security, the brand has put the brakes on their digital advertising spend. This is not the first time an advertiser pulled their online ads in response to scandal in an effort to shy away from more unwanted attention. In United’s case, the past 48 hours have been very telling for the airline that was spending an average of $36K per day on digital during the thirty days prior to the incident. Yesterday, the brand spent less than $2K on digital advertising.
 
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