Evolving Strategies in Travel Ad Tech and Bookings

As media buying and delivery technology expands in every industry, travel marketers are competing to identify, reach, and convert consumers in an increasingly complex display-ad environment. Their strategies to do so are evolving, as technology provides newly dynamic and newly granular tools across a spectrum of devices and platforms.

As media buying and delivery technology expands in every industry, travel marketers are competing to identify, reach, and convert consumers in an increasingly complex display-ad environment. Their strategies to do so are evolving, as technology provides newly dynamic and newly granular tools across a spectrum of devices and platforms.

by James O'Brien + Skift Team

Executive Summary

With a longstanding legacy of success at online marketing to live up to, travel is working with new technology and newly changing paradigms in the form of programmatic media buying. Big data, real-time bidding (RTB), and an evolving suite of sophisticated platforms and approaches mean that the tools with which ad buyers work, in 2014, stand to function at pace with marketers’ imaginations. Overall, brand spending on data-driven ad technology is up, and key travel verticals are helping to continue that trend.

Screen shot 2014-09-30 at 2.08.46 PM
Online travel agencies, airlines, and hospitality are deeply invested in programmatic, and many brands within those sectors are spending a significant portion of their marketing budget on not only maintaining their positions, but also on pushing the instruments of predictive analytics in new directions. Well-established models of targeting and retargeting are making additional space for increasingly refined up-sell opportunities and more granular product offerings. The deepening importance of mobile apps to the consumer experience is also prompting change within travel’s approach to programmatic, and video and e-mail are poised to play next-step roles.

Meanwhile, analysts say that the predictive capabilities and automation that characterize programmatic media buying are becoming increasingly intertwined with travel’s need to focus on customer relations management and a broader, deeper, and nuanced knowledge of consumers. As multi-device research and a traveler for whom mobile is now second-nature continue to define and redefine online behaviors, how to understand what is being measured — and how to accurately track and attribute different interactions with a brand to the point of conversion across multiple platforms — has never been more critical to the future of travel marketing in the digital milieu.

Already purchased ? Please Log In.
To subscribe see options below.

Individual
Trends Report

Buy single report

Select from a library of 60+ past reports

$295
Per Report
Annual insider
subscription

24 new reports going ahead

AND unlimited access to 60+ past reports

25% Ticket Discount For Skift Global Forum

$133
Per Month (w/ 1yr subscription)
Company-Wide
Enterprise Subscription

Contact us to learn more about how you and ALL of your colleagues can get unlimited access to Skift Trends Reports.

Skift Reports are the hard work of our reporters and writers, this is the intellectual property we build our business on. After multiple instances of sharing/content violations of our copyrighted work, we now no longer allow print/PDF distribution of Skift Trends Reports. We hope you will support Skift and its effort to build a sustainable business to keep providing you the best insights.

If you'd like to read the reports offline, please leave your browser window with the report(s) pre-loaded, open on your laptop, tablet or mobile device.

If you have any questions please email us at: trends@skift.com.

.