[wtm] social media advertising for the travel and tourism industry
TRANSCRIPT
Targeted: Social Media Advertising
People you can talk to. Results that speak for themselves.
An award-winning social media agency, we work with a wide range of travel and tourism clients.
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Digital Visitor
Accolades
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‘Social Media Agency of the Year’
‘South Marketing Agency of the Year’
‘Social Media Agency of the Year’
‘South Marketing Agency of the Year’
‘Social Media Agency of the Year’
‘Tourism Campaign of the Year’
Our clients
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Travel advertising c. 2012
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Travel advertising c. 2014
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Social media ads c. 2012
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Social media ads c. 2016
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Development
• Rapid acceleration on Facebook
• Product development• Customer desire
understanding
• Optimise UX & customer journeys
• What is context for change?
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Targeting
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Targeting parameters
The challenge…
Market Irish food & drink brands to people travelling to & from Ireland
e.g. Tullamore Dew
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Targeting parameters
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Targeting parameters
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Targeting parameters
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Offline targeting
Branding
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Other brands
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Social media targeting
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Brand immersion Brand engagement
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Example on social
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Deeper engagement Deeper immersion
Targeting in action
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Seasonal cycling holidays Audience: UK 25-35 men Interests: Spain, Team Sky, Pinarello bikes, Rapha clothingLocation: UK
Holiday offer Carousel advert
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Off peak spa break holidays Audience: Families 2 kids under 5Interests: Mediterranean Sea, Champneys, Yoga, SwimmingLocation: 25 miles of hub airports
Luxury spa break offer Website click adConversion tracking Retargeting
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Adventure holidays in South America
Family adventure holiday offer Website click adConversion tracking Retargeting
Audience: Couples 45+ familiesInterests: S America, walking, nature, Berghaus, Ellis BrighamLocation: UK
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Media comparison
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Offline targeting
Airline
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Travel Agent
Airline traffic
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Channel Impressions Clicks Cost
Daily Telegraph 1,336,760 5,333 £35,000
Readers Digest 1,200,000 3,390 £25,000
Guardian 412,000 £30,000
Facebook 562,000 18,750 £15,000
Travel agency traffic
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Channel Impressions Clicks Cost
Lonely Planet 500,000 3,400 £17,820
Trip Advisor 1,8222,834 £25,500
Travel Network 3,000,000 2,177 £32,400
Facebook 750,000 27,222 £17,500
The future
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The future
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• 75% of internet traffic in 2017 will be mobile; mobile ads
• Video. Facebook said all content will be video in 5 years.
• Dynamic Facebook ads increasingly valuable for hotels and airlines; incorporates real time website change
The future
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• Instagram algorithm changes will improve ad relevance and uncork potential of network – especially for travel
• Increase in ad options via Facebook messenger and introduction of ads on Facebook live
• Twitter ad targeting significantly improved by third party insight from services like Affinio & Topic DNA
Learnings
Social Advertising continues to evolve:
• Granular targeting
• Inspirational; images and video
• Direct sales
• More cost effective
Facebook leads, others follow:
• Accelerating improvements
• Know your audience, and use social to target with pinpoint accuracy
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