Lodging Advertisers Love of Video May Persist Through 2022 and Beyond
Photo Caption: Hilton Hawaiian Village Wakiki Beach Resort video. Hilton
Skift Take
You can debate the degree to which cities will come back and the future grip of remote work, but it seems clear that video advertising will remain on a new perch for awhile.
Lodging advertisers, including online travel agencies and hotel brands, dipped heavily into video advertising in the U.S. last year, and while they've reverted to doing a lot of TV and print so far in 2022 as the travel recovery heated up, video ads found an elevated role compared with pre-pandemic levels.
Video ads during the first four months of 2022 accounted for 16 percent of U.S. ad spend for lodging advertisers, according to a new analysis from MediaRadar. That was down from 42 percent a year earlier, but up from just 3 percent in the January through April 2020 period.
"While this may seem like a regression, if we look at traditiona
