For Travel Advertisers, It's All About the Data

As digital advertising spend continues to climb, robust targeting technology is helping travel companies get more bang for their digital buck. The days of throwing online ads at the untargeted masses are over. Data-driven advertising makes it possible to deliver the right message to the right consumer at the optimal stage of the travel shopping process.

"The digital environment generates an unprecedented amount of consumer data, and advertising providers are responding with a flood of data-driven advertising solutions," said Lorraine Sileo, Phocuswright's senior vice president, research. "Data-targeting technology is evolving at an extremely rapid pace, and travel advertisers need to be constantly pushing for improved targeting and campaign performance."

Investors poured over US$230 million into advertising startups from 2005-2012¹, with both newcomers and established players focusing development efforts on data-driven consumer targeting. Travel companies now have numerous providers and targeting options to choose from. The challenge, according to a recent Phocuswright Spotlight, Digital Data-Driven Advertising for the Travel Industry, is navigating the complexities of data targeting to select the right providers and continually refine campaign strategy.

Phocuswright's Digital Data-Driven Advertising for the Travel Industry is the essential guide to the dramatic changes taking place in digital advertising. The article provides travel companies with a roadmap for getting started with data-driven advertising, highlights key obstacles and opportunities, and illustrates the impact of data targeting with several travel-specific case studies. A detailed Provider Reference Guide compares capabilities and solutions for ten top providers of data-driven advertising to the travel industry. Learn More

¹ Phocuswright's Travel Innovation: The State of Startups 2005-2012 (2013)