Digital advertising plays a critical role in the travel consumer’s path to purchase. But the strategies, ad formats, and techniques industry marketers use to engage travelers are evolving. In this report, we offer a cheat sheet to the most important trends that will shape travel industry advertising decisions in 2020.
We’re publishing a new trend report, in partnership with Sojern: 7 Digital Advertising Trends for the Travel Industry in 2020, which explores the evolving digital ad strategies, formats, and techniques industry marketers are using to attract, engage, and convert travel consumers.
The past decade has been a period of dynamic change for digital advertising in the travel industry. Consumers have adopted smartphones at a rapid pace, putting mobile and cross-device campaigns at the center of industry ad strategies. Meanwhile a growing trend toward automation and algorithm- driven techniques like programmatic advertising is remaking the entire process of how marketing campaigns are planned and managed. On top of all this, a continuously growing universe of new ad formats like social, connected TV, and more are forcing industry executives to make hard decisions about where to allocate limited ad budgets.
Each of these changes is creating new challenges, as well as opportunities, for travel industry marketers. How should the industry use the growing wealth of information it now has about traveler habits to better understand and target customers while simultaneously delivering more relevant products? What’s the best way for marketers to stay ahead of continuous changes in travel shopping habits? Which ad formats and buying techniques will yield the highest return on investment?
The financial stakes riding on answering these questions correctly couldn’t be higher. According to eMarketer, the travel industry will spend more than $9.8 billion on digital advertising around the world in 2019. If those in the industry are not careful about how and why they align their marketing strategies with the shifts mentioned above, they risk falling behind, or even worse, not connecting with today’s fickle and demanding travel consumer.
In this report, Sojern and Skift examine seven trends that will shape digital advertising in the travel industry in 2020, offering a roadmap to the most important strategies, ad formats, and techniques marketers will need to embrace in the year ahead.
In this report, you’ll find analysis of seven digital advertising trends that will impact the travel industry in 2020:
- Personalization, Loyalty, and the Traveler Data Dilemma
- Industry Gets More Sophisticated with Social Advertising
- Travel Advertisers Prioritize Creativity
- TV and Video’s Advertising Convergence
- Automation Takes Over Ad Buying
- Multichannel and the Continuous, Always-On Marketing Strategy
- Privacy Comes to the Fore of the Advertising Debate