Digital advertising is an essential component of the online travel industry. But now, with business as usual disrupted by Covid-19, this tried and true playbook needs a refresh. In this video from Skift’s recent online travel summit, we learn how online travel companies are adapting their digital ad strategy for this period of uncertainty.
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In this video:
- An exploration of changes in online travel buying habits caused by Covid-19
- How online travel businesses can utilize digital advertising as a powerful method to experiment and test different recovery strategies
- Opportunities to deploy digital advertising during different phases of the online customer journey
Digital advertising has long been a crucial strategy for online travel businesses. Well before the onset of Covid-19, online travel companies invested huge sums in digital ads, using them as a highly successful method to drive customer acquisition and convert shoppers into buyers. But due Covid-19, this ironclad formula may no longer be the most successful approach.
The truth is that travelers are rapidly shifting their preferences in response to the pandemic, both in terms of the travel products they’re willing to buy, as well as how they plan and book their trips. These changes are forcing online travel businesses to evolve their digital advertising strategies in response.
But what shifts in consumer habits will have the biggest impact on online travel digital ad strategies? And how can online travel businesses evolve their digital ad strategies to make sure they’re ready to capitalize on travel’s eventual recovery?
In this video conversation from Skift’s recent online travel summit, we hear from Jason Glas, head of travel, US at Criteo, along with Matt Heidkamp, Creative Strategy Director, SkiftX who tell us more about their predictions for the evolution of online travel advertising in this new era of Covid-19.
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