eMarketer: Travel companies increasingly focus on advertising on mobile and video channels

Tourism enterprises increased their advertising investment in emerging channels in 2013

Attracting potential travelers is a long-standing practice for advertisers. Travelers generally get inspiration from multiple channels and multiple websites before placing an order. With the increasing number of various digital devices and platforms, it is very challenging for advertisers to choose the channels for advertising.

Travelers are often early adopters of digital devices, as evidenced by their exposure to advertising messages from growing channels such as mobile and digital video. The Search Agency’s “2013 Q2 Paid Search Report” noted that in the second quarter of 2013, tablet and smartphone clicks on paid search ads in the travel and leisure sector increased by more than 60% year-on-year.

The performance of digital video advertising in tourism is also very strong. Tourism advertisers attach great importance to the digital video field, not only because this medium can convey conceptual and inspiring stories in a simple and easy-to-accept form, but also because consumers are willing to respond to such advertising. PointRoll's "2012 Benchmark Analysis Report: Streaming Video Benchmark Survey" released in May 2013 mentioned that in 2012, the tourism industry's streaming advertising received a click-through rate of 1.47%, ranking first among all industries. Another industry that received a click-through rate of more than 1% in the streaming video advertising section was the catering industry (1.06%).

Marketers are launching strategies to address these trends. Videology data shows that in the first two quarters of 2013, the travel industry's market share in video advertising increased significantly, from 3.2% to 5%. In addition, Advertiser Perceptions conducted a six-month survey of US advertisers and used an "optimism index" to evaluate the proportion of respondents who increased or decreased their advertising budgets during the survey period. According to the index in the spring of 2013, 71% and 62% of travel advertisers planned to increase their mobile and digital video budgets, respectively, which is far more than those who planned to reduce them.

On the mobile side, the tourism industry's optimism index value is second only to the index value of the baby products/parent products sector.

via: traveldaily