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.
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.
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?