What’s in store for the travel advertising industry in 2015? If there’s one thing we love here at Strauss Media, it’s a good infographic. The folks at Expedia Media Solutions and PhoCusWright did not disappoint.
In 2015, expect to see:
Robust Growth: Travel display ad spend will top $395 million in 2015, compared with $366 million in 2013.
Increased Social and Video Advertising: Eighty-five percent of advertisers are using Facebook to reach consumers; a clear win when you compare it with statistics for Foursquare/Twitter promoted tweets (46 percent) and Twitter lead generation cards (45 percent). Additionally, the number of travelers who used online video for travel planning has steadily grown, reflected in the tripling in social and video ad budgets between 2011 and 2015.
Trends on the Horizon: Social ad targeting and retargeting technologies will be on the rise. Forty-six percent of marketers claim social media is effective at generating brand awareness, while 28 percent of marketers identify social media as useful in driving leads or purchases.
Cut-and-paste is a marketer’s worst nightmare and the very cradle of “dark media,” or digital content sharing that can’t be tracked using traditional methods. For example, if friends are making travel plans in a group chat via text, Mike might cut and paste a link to ABC Tropical Resort into the group text. The rest of his friends will follow the link and just like that, ABC Tropical Resort’s marketing director is unable to track the origin of these new clicks.
An overage of 93 percent of internet users share content via dark media. What does this mean for the marketer? The ABC Tropical Resort marketing director won’t be able to accurately measure the true reach and engagement of her digital marketing campaign – and neither will you.
What’s a marketer to do? Put plainly, you can’t prevent dark media, but you can adapt to it. Realize that your statistics will never completely represent your outreach and focus on leveraging your existing strategy. A few action items can help:
- Embrace dark media. Hey, if you can’t beat ’em, join ’em. Shed light on dark media by highlighting this method in your communications and encourage sharing among your audience.
- Continue focusing on your email strategy. Ensure there’s a subscription link so when people forward your email, their interested peers may also subscribe.
- Encourage the engagement of your choice by creating a contest and directing your audience to take certain actions (i.e. share your website using a specific code across their social media channels).