Travel Digital Ad Spending

While the travel industry has historically focused on performance advertising, marketers are increasing their investments in video as travel consumers shift their attention to the format across devices.

Video Ad Spending By Industry

The travel industry is expected to spend $0.48 billion on video advertising in 2015, accounting for 6.2% of total video ad spending.


Source: Emarketer, May 2015

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Travel
Entertainment
Automotive
Media
Telecom
Consumer Electronics
CPG & Consumer Goods
Retail
Financial Services
Other

Digital ad spending by device

The travel industry is expected to spend nearly equal amounts on desktop and mobile devices.


Source: Emarketer, May 2015

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$2.47B
Desktop/Laptop
$2.38B
Mobile

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Video
Other
Search
Display

Where Video Fits in
the Advertising Mix

U.S. travel digital video ad spending is expected to reach $.48 billion in 2015, representing 10% of the industry's total digital ad spend of $4.85 billion.


Source: Emarketer, May 2015


The Digital Path to Purchase

Digital plays an important role in the customer path to purchase, with video being the most impactful at the research and inspiration phases.

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Finding trip inspiration

65% of leisure travelers being researching online before deciding where or how they want to travel.


Source: Google/Ipsos Media "The 2014 traveler's
road to decision", June 2014


Video Influential For Research

Two out of three video viewers watch online travel videos when they're thinking about taking a trip.


Source: Google/Ipsos Mediact "The 2014 traveler's
road to decision", June 2014


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Mobile Plays an Important Role

67% of leisure travelers use a smartphone during the travel process.


Source: Google/Ipsos Media "The 2014 traveler's
road to decision", June 2014


Spotlight on Travel Video

Consumers are viewing content across a variety of travel categories. With high completion rates and engagement on mobile devices, marketers have the opportunity to capture consumer attention with video.


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Air Travel
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Tourist Destinations
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Hotel & Accommodations

Video Ad Completion Rates

Video advertisements related to tourist destinations, air travel, and hotel & accommodations have high completion rates of 83.8%, 81.6% and 80.4% respectively.


Source: Doubleclick, "Display Benchmarks", April 2015


Mobile Click-Through-Rates

The average click-through rate for US mobile video travel ads on tablets is 7.2%, while CTR for mobile video ads is 3.5%.


Source: Data From Q4 2013, Rhythm New Media, "Consumer & Advertiser Trends: Smartphone and Tablet", March 2014

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The Role of Social

Travelers are digitally connected to multiple social networks. Creating content that consumers are inspired to share can help marketers maximize their reach and impact.

Travelers are connected

Facebook is the most popular social network amongst travelers, followed by Youtube and LinkedIn.


Source: 2014 Data. Travel Weekly, "Consumer Trends 2014" Conducted By the warren weiss company, Aug 8, 2014


Best in Show

Here are a few examples of travel brands delighting audiences with advertainment.

Hotels.com

Captain Obvious has a lot of Canadian Friends

Expedia & St. Jude

Dream Adventures Film

Virgin America

Have you been flying BLAH Airlines?

Melbourne Metro Trains

Dumb Ways to Die

Marriott + GoPro

Travel brilliantly and share your experience

Qatar Airways

In-Flight Safety Video Starring FC Barcelona

Year in Travel

Marketers are taking advantage of the buzz around these holidays and events throughout the year.

Memorial Day

In 2015, 37.2 million Americans traveled for Memorial Day weekend, the highest number in 10 years. Overall, these travelers are estimated to have spent $12.3 billion.

Source: AAA, U.S. Travel Association

July 4th

41 million people traveled for the 2014 Fourth of July holiday weekend, with more than 8 in 10 traveling by car.

Source: AAA

Labor Day

34.7 million Americans traveled for the Labor Day holiday weekend in 2014.

Source: AAA

Thanksgiving

In 2014, 46.3 million Americans journeyed 50 miles or more during Thanksgiving weekend, the highest volume for the holiday since 2007.

Source: AAA

Year End

98.6 million Americans traveled during the 2014 holiday season, a 4% increase YoY.

Source: Truecar, Inc.


Turkish Airlines Case Study

Virool helps travel brands make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Drive awareness

Deliver qualified views for "Kobe vs Messi"

2

Generate buzz

Generate engagement across social networks

3

International reach

Reach audiences across multiple country targets

The Results

Virool delivered 4,997,310 views for Turkish Airlines, to help the video earn:

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Total views in 7 days

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Video completion rate

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Social engagement


Want to Learn More about
What Virool can do for your travel brand?

Get in touch