Digital Travel Marketing This Week: Expedia’s Loyalty Program, Digital Ad Effectiveness and More

Hello again. This is Skift’s digital travel marketing roundup, a weekly review of the most important digital marketing trends, marketing technology, and ad campaigns making headlines this week with travel marketers. This week's top story offers new insights into the delicate balancing act advertisers currently must weigh between investments in tried-and-true traditional formats like TV, and newer, but supposedly more effective, digital formats. According to the Wall Street Journal, citing updated forecasts from eMarketer, marketers are increasingly moving the huge budgets once reserved for TV into the digital realm. However, the spending on these digital campaigns is often less than what was spent on traditional advertising, causing some head scratching as to why. As Ad Spending Moves from TV to Digital, Investment Lags The Wall Street Journal reported this week (paywall) on new digital ad spending forecasts by eMarketer, which point