The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The future of travel advertising

The future of travel advertising | The Insight Files | Scoop.it

Virtual reality and augmented reality could be game changers for the travel industry. They offer many opportunities to connect with and excite travellers, using new and engaging promotions and advertising - and even immersive travel experiences - in store. Can the travel industry take it to the next level? Augmented reality is the merging of virtual reality and real life, as such that it offers a new dimension for the connected consumer. Developers create images within applications that blend with content in the read world. Virtual reality creates a completely virtual world in which  users can immerse themselves and interact with their virtual surroundings. Such an attention grabbing approach could work well for the travel industry, where consumers often take a trip in their imaginations long before they begin the process of researching and booking a holiday. Find out more.

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The top trends in travel advertising

The top trends in travel advertising | The Insight Files | Scoop.it

According to recent Expedia Media Solutions/PhoCusWright research, the fastest growth in travel advertising spend will come from social and video commercials. The growth is aligning well with the growth in gross bookings, with the research predicting an increase of $29 million spent on travel display ads between 2013 and 2015. Social and video ad budgets have tripled in the years between 2011 and 2014, accounting for 18% of the total digital dollars spent. Other statistics include:


  • Foursquare was ranked as the least effective form of advertising by 53% of surveyed travel advertisers.

  • Facebook, on the other hand, was ranked as at least moderately effective for 68% of travel advertisers.

  • 84% of those advertisers are either currently deploying or testing Facebook page photos and or link photos.


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The state of travel brands' targeted advertising

The state of travel brands' targeted advertising | The Insight Files | Scoop.it

Targeted advertising accounted for about 70% of travel ad displays in 2015 as brands attempted to learn more information about travellers. That's according to a new report from Adadyn and EyeForTravel, a marketing technology company and travel conference, respectively, which also found that targeted advertising comprised about 60% of all non-search adverterising at the end of 2015. Yet targeted advertising made up only 25% of travel brands' ad spending last year and fewer than half of brands surveyed for the report said they currently spend money on targeted ads. The two companies surveyed 1,000 U.S. travellers and found that while 68% feel targeted mobile ads relevant to time and place are useful while some 42% said they've never clicked on a mobile ad. Find out more.

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Best travel ads: airlines evoke emotion

Best travel ads: airlines evoke emotion | The Insight Files | Scoop.it

Airlines are finally following in hotels' footsteps and transforming themselves, or at least their marketing messages, into lifestyle brands that focus more on concepts of passion, wonder, style and love than the logistics of getting from point A to B. Following on from Qantas' lead, this article references recent emotive advertising rolled out by KLM, Turkish Airlines and Southwest Airlines.

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