Programmatic Advertising is a fairly new trend. However, it’s quite surprising how many people in the marketing industry underestimate the success it can bring clients. New targeting options are proving to be especially effective for the travel Industry.
Programmatic Advertising allows businesses to target individuals by extremely specific criteria. As of today, there is no other online marketing tool with the capabilities of Programmatic Advertising.
If we compare Programmatic Advertising to traditional media, it can provide a clear understanding and outline the benefits of using Programmatic Advertising for the travel industry. If you think of radio advertising or travel related magazine ads, these forms of advertising are targeting readers by demographics and interests. These ads may reach a huge audience, but many of these individuals may or may not be interested in the travel services that are being advertised.
Even if a magazine ad is related to travel, different people may have different preferences about their ideal travel destinations. People that like skiing and snowy destinations will completely ignore an advertisement about a Hawaiian beach vacation. Another problem traditional advertising runs into is their ability to track responses and engagement resulting from their ads. If you consider the fact that even though an individual may fit perfectly into the ideal audience, travel businesses can’t be sure if that reader will notice the ad. That business is also unable to easily track responses and sales resulting from it. The same thing happens with a billboard – people have less than three seconds to read the ad, and tracking web visits and sales is nearly impossible.
Programmatic Advertising can add dozens, if not hundreds, of targeting parameters in order to serve an ad to the right person when they are most likely to engage and respond. It allows you to know how many people actually saw the ad, interacted with it through a click, and even converted with a purchase or subscription. Through Programmatic Advertising, you can easily measure the cost of each view, interaction, and conversion.
Travel Industry Targeting Capabilities
It’s possible to target people that are literary “in-market” for travel services and about to make a purchase.
In-market Audience Targeting is a way to connect with consumers who are actively researching or comparing products and services across various publishers and partner sites. To qualify someone as being in-market for a specific product or service, we takes into account a number of different statistics. We analyze clicks on related ads and subsequent conversions, the content of the sites, different pages they visit, and the frequency of the visits. In this way, our technology accurately categorizes users so you can target those most interested in your offerings.
Some of the metrics used in order to categorize someone as “in-market” for travel includes:
- The content of sites browsed – websites like Priceline, Expedia, Kayak, etc.
- The proximity and frequency of visits in such websites
- Account clicks on related ads
It’s also possible to target specific users with their past purchase history and also people’s interest.
There are many travel related websites that KeyMedia has the ability to target your ads in addition to their audience profiles. Here are a few examples:
In addition to the sample websites, here are sample audiences that are possible to target through Programmatic Advertising for Travel Industry:
- Consumer Markets > Travel > 4-Star Resort Visitors
- Uniques Visitors: 65,877,000
- Consumer Markets > Travel > Cruise Customers
- Uniques Visitors: 92,039,000
- Consumer Markets > Travel > Family Cruise Customers
- Uniques Visitors: 89,717,000
- Consumer Markets > Travel > International Family Travelers
- Uniques Visitors: 51,870,000
- Consumer Markets > Travel > Luxury Travelers
- Uniques Visitors: 63,609,000
- Consumer Markets > Travel > Mexico – Latin America Travelers
- Uniques Visitors: 96,453,000
Even though this technology is extremely effective, measurable and advanced, it doesn’t require huge amounts of investment. KeyMedia Solutions is capable of serving these extremely relevant ads without a minimum spending required. If you would like more information, please contact us at email@example.com.
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