Tourism Advertising Finds New Value With Streaming TV
Skift Take
As TV becomes even more digital and people cut the cable cord further, expect it to compete directly for destination marketing social media advertising dollars.
Tourism agencies are investing more of their advertising dollars in streaming because of its targeting precision, measurement and flexibility.
Some agencies have expanded their advertising on streaming services. Take Travel South Dakota, which plans to commit nearly 33 percent of its paid media spend to so-called connected TV, which is streaming on TV devices like Roku, according to spokeswoman Katlyn Svendsen. For the last five years, the commitment was under 10 percent for the state tourism agency.
Discover Puerto Rico and Explore St.Louis have been growing their investments over the last three years. Discover Puerto increased its investment in TV streaming from $1.6 million to $8
