display advertising report 2016 travel edition report- ad clarity, bi-sicence linkedin
TRANSCRIPT
2016
DISPLAY ADVERTISING INDUSTRY REPORT
A D I N T E L L I G E N C E
US Travel
U.S. TRAVEL 2016 TABLE OF CONTENTS
ExpediaTop CreativesTop Publishers, Mediators, Campaigns
TripAdvisorTop CreativesTop Publishers, Mediators, Campaigns
PricelineTop CreativesTop Publishers, Mediators, Campaigns
BookingBuddyTop CreativesTop Publishers, Mediators, Campaigns
TravelZooTop CreativesTop Publishers, Mediators, Campaigns
Executive Summary
Key Findings
2DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
By the beginning of 2016, the U.S. travel industry will have spend $4.58 billion on digital advertising, a 15.4% increase in growth from the $4.20 billion spent in the previous year, with display advertising accounting for $1.6 billion of that total.* And as the growth rates continue to rise in the upcoming years, it is imperative that Travel CMOs use their display ad budgets wisely.
This report seeks to provide Travel CMOs with an overview of the digital advertising strategies of some of the 5 largest travel industry brands: the best performing publishers, highest converting landing pages, campaigns, creatives, and so forth.
By the end of this report, we hope you will have a stronger understanding of what it takes to create a successful digital advertising strategy in one of the largest and most promising industries in the world.
DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
U.S. TRAVEL 2016 EXECUTIVE SUMMARY
3
U.S. TRAVEL 2016 EXPEDIA TOP CREATIVES
4DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
TOP MEDIATORS
Mediators Campaigns SOV (%)
TOP PUBLISHERS
Publishers SOV (%)
http://expedia.com
http://kayak.com
http://tripadvisor.com
http://xfinity.comcast.net
http://mlb.mlb.com
http://cheapflights.com
http://the-digital-picture.com
http://biddingfortravel.yuku.com
http://ezschool.com
http://suggest.com
http://mitbbs.com
http://virtualtourist.com
57.04
17.14
13.90
1.67
1.14
0.67
0.49
0.48
0.32
0.28
0.26
0.24
TOP CAMPAIGNS
Campaign Name SOV (%)
Vacation Packages: Find Cheap Trips, Deals & Vacations | Expedia
Join the Blue Jays™ on the road | Expedia.ca
Expedia Travel: Vacations, Cheap Flights, Airline Tickets & Airfares
Las Vegas, Clark County - Las Vegas - 229 hotels at the best price - guaranteed
Las vegas - Save on package deals
1.70
1.14
1.72
2.00
0.82
# Pub
8
1
286
3
1062
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
Turn
GOOGLE DISPLAY NETWORK (GDN)
COMMISSION JUNCTION (CONVERSANT MEDIA)
rewardStyle (rewardstyle.com)
ValueCommerce (valuecommerce.ne.jp)
TRACK.GRAPHICBOMB.COM
prf.hn
Affiliate Window
t.dgm-au.com
21
20
356
11
807
10
1
13
21
7
6
2
37.45
21.16
12.50
9.08
6.82
5.06
2.86
1.29
0.70
0.64
0.62
0.55
U.S. TRAVEL 2016 EXPEDIA*
5DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
479M 8,602 1,011 1,041
U.S. TRAVEL 2016 TRIPADVISOR
TOP CREATIVES
6DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://tripadvisor.com
http://ask.com
http://bookingbuddy.com
http://boards.cruisecritic.com
http://onetime.com
http://nycinsiderguide.com
http://airfarewatchdog.com
http://expedia.com
http://centurylink.net
http://accuweather.com
http://kijiji.ca
http://seatguru.com
24.40
9.90
9.34
9.05
4.14
3.81
3.54
3.35
2.85
2.39
1.73
1.71
TOP CAMPAIGNS
Campaign Name SOV (%)
TripAdvisor: Read Reviews, Compare Prices & Book
10 beachfront hotels
London Hotel Deals & Hotel Specials in London, England on TripAdvisor
Anaheim Hotel Deals & Hotel Specials in Anaheim, Orange County on TripAdvisor
10 extraordinarily designed hotels
6.74
7.43
9.90
2.13
2.34
# Pub
60
5
1
14
3
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
an.yandex.ru
rewardStyle (rewardstyle.com)
COMMISSION JUNCTION
Aggregate Knowledge
Affiliate Window
DIRECT
Zanox
api2.adstargeting.com
205
205
1462
1263
87
1
11
1
2
130
2
1
42.65
21.60
20.69
11.16
1.69
0.74
0.59
0.30
0.19
0.12
0.09
0.06
U.S. TRAVEL 2016 TRIPADVISOR*
7DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
280M 4,210 2,207 7,031
(CONVERSANT MEDIA)
8DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
U.S. TRAVEL 2016 PRICELINE
TOP CREATIVES
TOP CAMPAIGNS
Campaign Name SOV (%) # Pub
TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://priceline.com
http://kayak.com
http://tripadvisor.com
http://target.com
http://biddingfortravel.yuku.com
http://lakesnwoods.com
http://xfinity.comcast.net
http://pointguardu.com
http://armstrongmywire.com
http://cruises.priceline.com
http://rentalcars.com
http://cincinnatibell.net
66.72
15.91
9.34
2.66
1.53
0.59
0.50
0.49
0.48
0.43
0.37
0.13
Hotels in Orlando, FL | Priceline.com
Hotels in Los Angeles, CA | Priceline.com
Payless Rental Car Deals on Priceline.com
Priceline.com - The Best Deals on Hotels, Flights and Rental Cars.
Hotels in San Francisco, CA | Priceline.com
7.74
6.67
2.66
1.71
1.59
3
2
1
61
1
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
COMMISSION JUNCTION
biddingfortravel.com
GOOGLE DISPLAY NETWORK (GDN)
usastar.com
Travelzoov (travelzoo.com)
travelzoo.com
Xaxis (xaxis.com)
DIRECT
TRACK.GRAPHICBOMB.COM
16
15
84
9
4
107
1
2
2
2
18
6
53.05
25.19
8.89
7.21
2.27
1.72
0.65
0.20
0.20
0.20
0.13
0.09
U.S. TRAVEL 2016 PRICELINE*
9DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
Est. Total Impressions Total Publishers Campaigns Creatives
725M 253 224 656* figures based on August 2015- November 2015
(CONVERSANT MEDIA)
U.S. TRAVEL 2016 BOOKINGBUDDY
TOP CREATIVES
10DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://tripadvisor.com
http://cruisecritic.com
http://priceline.com
http://whatscheaper.com
http://hipmunk.com
http://airfarewatchdog.com
http://symbaloo.com
http://estately.com
http://lowcostairlines.com
http://cheapflights.com
http://cheaptickets.com
http://cheapassgamer.com
64.23
3.06
1.78
1.66
1.55
1.54
1.48
1.15
1.06
1.02
0.97
0.79
TOP CAMPAIGNS
Campaign Name SOV (%)
Cheap Cruises - Compare Cruise Deals
BookingBuddy - Cheap Cruises - Compare Cruise Deals
BookingBuddy - Cheap Vacations - Compare Vacation Deals
BookingBuddy - Cheap Vacations - Compare Vacation Deals
BookingBuddy - Cheap Car Rentals - Compare Rental Car Rates
39.11
27.90
13.53
12.24
1.75
# Pub
4
4
3994
7162
1052
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
CONVERSANT MEDIA
Dotomi (Conversant Media)
CXENSE (cxense.com)
DIRECT
COMMISSION JUNCTION (CONVERSANT MEDIA)
Pubmatic
ATTAINLIVING.COM
hit.trafficholder.com
OPENX
Right Media Exchange
176
106
4
4
1
17
2
1
1
1
1
1
61.20
30.29
4.62
2.35
1.03
0.25
0.09
0.07
0.06
0.01
0.00
0.00
U.S. TRAVEL 2016 BOOKINGBUDDY*
11DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
413M 10,427 214 512
12
U.S. TRAVEL 2016 TRAVELZOO TOP CREATIVES
DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
TOP CAMPAIGNS
Campaign Name SOV (%) # Pub
13DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
http://kayak.com
http://tripadvisor.com
http://dealbase.com
http://zagat.com
http://budgettravel.com
http://ask.com
http://lasvegasadvisor.com
http://cincinnatibell.net
http://msn.com
http://windstream.net
http://foxnews.com
http://travelzoo.com
66.53
7.36
3.60
3.24
1.81
1.59
1.30
1.05
0.95
0.79
0.76
0.66
TOP PUBLISHERS
Publishers SOV (%)
23.24
21.99
12.83
4.40
6.30
4
4
3
1268
835
TOP MEDIATORS
Mediators Campaigns SOV (%)
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
Dotomi (Conversant Media)
travelzoo.com
Travelzoov (travelzoo.com)
CONVERSANT MEDIA
pkracv.com
MEDIAPLEX (CONVERSANT MEDIA)
Xaxis (xaxis.com)
Atlas Solutions
DIRECT
Adition Tecnologies AG
41.71
26.53
4.75
4.03
4.03
3.35
3.34
2.90
2.74
2.61
1.61
1.07
35
71
39
63
63
5
5
35
55
29
38
2
Est. Total Impressions Total Publishers Campaigns Creatives
220M 2,165 173 1,330
U.S. TRAVEL 2016 TRAVELZOO*
Discount Hotels: Find the Best, Most Affordable Las Vegas Hotels Deals with Travelzoo SuperSearch
Discount Hotels: Find the Best, Most Affordable San Francisco Hotels Deals with Travelzoo SuperSearch
Discount Hotels: Find the Best, Most Affordable Los Angeles Hotels Deals with Travelzoo SuperSearch
Travelzoo | Discount airfare from top airlines with SuperSearch
Discount Hotels: Find the Best, Most Affordable Hotels Deals with Travelzoo SuperSearch
* figures based on August 2015- November 2015
As 2016 approaches, Travel CMOs must be able to meet their KPIs and revenue goals. By discovering what is working best with industry leaders, they can arm themselves with the tools and insights needed to create impactful and successful display advertising campaigns. For example, an in-depth analysis of the travel industry’s creatives and campaigns shows that Direct Response campaigns dominate digital advertising efforts versus Branding campaigns.*
Insights such as these can virtually eliminate the need for A/B testing for any Travel CMO. They can immediately discover which publishers have proven be the most effective for their competitors. By knowing this, they can right away reap the benefits and spend the saved budget on extending their reach or outbidding their competitors on top publisher sites.
U.S. TRAVEL 2016 KEY FINDINGS
*According to eMarketer, Direct Response campaigns make up 72% of the travel industry’s digital
advertising efforts whereas Branding campaigns make up the remaining 28%*
A D I N T E L L I G E N C E
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