In recent years, programmatic advertising has become increasingly popular. And today, more travel advertisers are utilizing programmatic advertising, to help them avoid wasting travel advertising dollars by targeting specific audiences most likely to be interested in certain travel destinations, at a time they are most likely to be searching for holidays on travel booking websites.
We’ll look at five of the most important reasons why programmatic advertising is vital for travel advertising on booking sites in this article.
What is programmatic advertising?
Let’s take a step back to see what programmatic advertising is all about. The automated method of buying and selling advertising inventory online is known as programmatic advertising. Campaigns created through programmatic are highly targeted, resulting in more effective advertising campaigns and advertisers obtaining higher quality leads with their advertising budgets.
But, why is programmatic so important to the travel advertising industry?
Everyone on the planet is essentially part of a travel advertiser’s target demographic. In 2019, international visitors to the US alone reached almost 80 million. We all look forward to our annual vacations or weekend getaways. On booking websites, travel advertisers are attempting to reach a large number of consumers. As a result, a growing number of advertisers are turning to programmatic advertising. Below, we’ll discuss their reasons for this and highlight the benefits of programmatic advertising for advertisers on travel booking websites.
1. Increased Reach to Target Audiences
Advertisers used to have to directly negotiate ad placements with publishers; but, with the arrival of programmatic, advertisers now have access to almost unlimited advertising inventory, allowing them to grow campaigns easily. A wide range of screens, including TV, cellphones, tablets, desktops, and displays, can be used to target audiences. Helping advertisers contact more people in a variety of ways, resulting in an increase in the number of touchpoints travel advertisers have with their target customers.
Organizations can use programmatic advertising to find and engage their target audience in the most effective way possible, whether it’s through a mobile image ad or a desktop display ad. What matters most to travel marketers is what will result in a conversion. Programmatic advertising has made it easier to reach out to larger audiences, in a more personalized way.
2. Relevant Impressions Through Optimized Targeting
Advertisers used to bid on campaigns hoping that some of the ad impressions would be relevant to their campaign. But without really having any control over their campaign.
Today, instead of wasting advertising budget on impressions that advertisers are hoping will convert, programmatic advertising is focused on only buying impressions that are relevant to the campaign. Advertisers may ensure they are targeting relevant people for their campaign by leveraging data sources based on demographics, geography, weather, and devices, to mention a few. This allows them to maximize their budget and achieve a higher return on investment.
3. Real-Time Optimization
Advertisers can monitor ad placements, budget spending, and analyze the demographics of people viewing ads in real-time thanks to the large volume of campaign data available on programmatic platforms. Advertisers can review campaign performance data on a single platform and make informed campaign decisions quickly and simply, rather than wasting time on advertising strategies that aren’t converting visitors to travel booking websites.
It’s important for advertisers to constantly monitor campaign performance, with consumers always on the move. Advertisers need to stay up to date on changes in campaigns, both the positive and negative to ensure campaigns are fully optimized.
4. Increased Testing With Programmatic Advertising
Travel advertisers have been encouraged to conduct A/B testing by designing different messages and testing different audiences on different devices to evaluate which campaign performs better for them thanks to programmatic advertising. A travel advertiser will already know certain characteristics about their audiences from working in the business, but through testing, the advertiser may broaden their customer knowledge and gain a better understanding of how their audiences behave online.
By carrying out testing, travel advertisers can ensure that their advertising dollars are being spent on relevant audience criteria, which will result in increased impressions and conversions on travel booking sites. Testing is an invaluable tool to advertisers and one that is easy to carry out on programmatic advertising platforms.
5. Reduced Wastage
Programmatic advertising, with its ongoing developments, is constantly supporting travel advertisers in saving money. Travel campaigns are more effective and efficient since ads are targeted to appropriate people and advertising dollars are not wasted on audiences who are unlikely to convert. There are less wasted impressions, and programmatic advertising campaigns for travel advertisers are yielding a high return on investment.
Bots remain a problem for any advertiser, and some advertising budget is undoubtedly wasted on them, but search engines are working to address these issues, allowing advertisers to put more money into campaigns that they expect will increase overall sales.
When travel fully reopens after Covid-19, the travel sector is expected to flourish. Advertisers in the travel industry will have to consider how best to spend their advertising dollars. With increased demand for travel booking websites, we learned from this article why advertisers should consider using programmatic advertising in the travel industry to match the right vacation to the right audience. Resulting in higher conversions from ad impressions purchased, leading to increased sales, without wasting time and money on the wrong audience.