Digital advertising spend is at an all-time high, and for good reason. The explosion of digital customer data is fueling unprecedented opportunities for advertisers to identify and connect with prospective customers like never before. Unlike traditional digital advertising, data-driven advertising taps consumer data and robust technologies to deliver highly targeted ad impressions that can reduce costs while improving overall campaign effectiveness. The data-driven advertising ecosystem, however, is rapidly changing and complex, making it difficult for travel companies to navigate a growing number of provider solutions and targeting strategies.
Phocuswright's Digital Data-Driven Advertising for the Travel Industry provides the explanations and information needed to master the performance-based, advertising ecosystem. The article provides travel companies with a roadmap for getting starting 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.
Phocuswright's Digital Data-Driven Advertising for the Travel Industry is the essential guide to the rapid changes taking place in digital advertising. Purchase now to ensure your company’s digital advertising strategy includes the latest data-targeting techniques and technology.
SECTION ONE: The Digital Media Landscape
Figure 1: Advertising Arena
Figure 2: Inventory Currency Ecosystem
Other Data-Driven Advertising Considerations
Niche Target Audience Restrictions
SECTION TWO: Get Started...
SECTION THREE: Thwarting Obstacles to Opportunities
SECTION FOUR: Travel Case Studies
SECTION FIVE: PROVIDER REFERENCE GUIDE
Figure 3: Overview
Figure 4: Services
Figure 5: Audience Data
Figure 6: Data Access
Figure 7: Inventory Sources
Figure 8: Retargeting
Figure 9: Creative Formats
Media Terminology Glossary
Survey and Interview Participants