2016 display advertising industry report

Transcription

DISPLAY
ADVERTISING
INDUSTRY REPORT
2016
US Travel
A D
I N T E L L I G E N C E
U.S. TRAVEL 2016
TABLE OF CONTENTS
Executive Summary
Expedia
Top Creatives
Top Publishers, Mediators, Campaigns
TripAdvisor
Top Creatives
Priceline
Top Creatives
BookingBuddy
Top Creatives
TravelZoo
Top Creatives
Key Findings
DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
2
U.S. TRAVEL 2016
EXECUTIVE SUMMARY
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.
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U.S. TRAVEL 2016
EXPEDIA
TOP CREATIVES
4
U.S. TRAVEL 2016
EXPEDIA*
Est. Total Impressions
Total Publishers
479M
8,602
Campaigns
Creatives
1,011
1,041
* figures based on August 2015- November 2015
TOP PUBLISHERS
TOP MEDIATORS
Publishers
SOV (%)
Mediators
Campaigns
SOV (%)
http://expedia.com
57.04
CONVERSANT MEDIA
21
37.45
http://kayak.com
17.14
Dotomi (Conversant Media)
20
21.16
http://tripadvisor.com
13.90
DoubleClick
356
12.50
http://xfinity.comcast.net
1.67
Turn
11
9.08
http://mlb.mlb.com
1.14
GOOGLE DISPLAY NETWORK (GDN)
807
6.82
http://cheapflights.com
0.67
COMMISSION JUNCTION (CONVERSANT MEDIA)
10
5.06
http://the-digital-picture.com
0.49
rewardStyle (rewardstyle.com)
1
2.86
http://biddingfortravel.yuku.com
0.48
ValueCommerce (valuecommerce.ne.jp)
13
1.29
http://ezschool.com
0.32
TRACK.GRAPHICBOMB.COM
21
0.70
http://suggest.com
0.28
prf.hn
7
0.64
http://mitbbs.com
0.26
Affiliate Window
6
0.62
http://virtualtourist.com
0.24
t.dgm-au.com
2
0.55
TOP CAMPAIGNS
Campaign Name
SOV (%)
# Pub
Vacation Packages: Find Cheap Trips, Deals & Vacations | Expedia
1.70
8
Join the Blue Jays™ on the road | Expedia.ca
1.14
1
Expedia Travel: Vacations, Cheap Flights, Airline Tickets & Airfares
1.72
286
Las Vegas, Clark County - Las Vegas - 229 hotels at the best price - guaranteed
2.00
3
Las vegas - Save on package deals
0.82
1062
5
U.S. TRAVEL 2016
TRIPADVISOR
TOP CREATIVES
6
U.S. TRAVEL 2016
TRIPADVISOR*
Total Publishers
280M
4,210
Campaigns
Creatives
2,207
7,031
TOP PUBLISHERS
Publishers
TOP MEDIATORS
SOV (%)
Mediators
Campaigns
SOV (%)
24.40
CONVERSANT MEDIA
205
42.65
http://ask.com
9.90
205
21.60
http://bookingbuddy.com
9.34
DoubleClick
1462
20.69
http://boards.cruisecritic.com
9.05
1263
11.16
http://onetime.com
4.14
an.yandex.ru
87
1.69
http://nycinsiderguide.com
3.81
rewardStyle (rewardstyle.com)
1
0.74
http://airfarewatchdog.com
3.54
COMMISSION JUNCTION
11
0.59
http://expedia.com
3.35
Aggregate Knowledge
1
0.30
http://centurylink.net
2.85
Affiliate Window
2
0.19
http://accuweather.com
2.39
DIRECT
130
0.12
http://kijiji.ca
1.73
Zanox
2
0.09
http://seatguru.com
1.71
api2.adstargeting.com
1
0.06
(CONVERSANT MEDIA)
TOP CAMPAIGNS
Campaign Name
SOV (%)
# Pub
TripAdvisor: Read Reviews, Compare Prices & Book
6.74
60
10 beachfront hotels
7.43
5
London Hotel Deals & Hotel Specials in London, England on TripAdvisor
9.90
1
Anaheim Hotel Deals & Hotel Specials in Anaheim, Orange County on TripAdvisor
2.13
14
10 extraordinarily designed hotels
2.34
3
7
U.S. TRAVEL 2016
PRICELINE
TOP CREATIVES
8
U.S. TRAVEL 2016
PRICELINE*
Total Publishers
725M
253
Campaigns
Creatives
224
656
TOP PUBLISHERS
Publishers
TOP MEDIATORS
SOV (%)
Mediators
Campaigns
SOV (%)
http://priceline.com
66.72
CONVERSANT MEDIA
16
53.05
http://kayak.com
15.91
15
25.19
9.34
DoubleClick
84
8.89
http://target.com
2.66
(CONVERSANT MEDIA)
9
7.21
http://biddingfortravel.yuku.com
1.53
biddingfortravel.com
4
2.27
http://lakesnwoods.com
0.59
107
1.72
http://xfinity.comcast.net
0.50
usastar.com
1
0.65
http://pointguardu.com
0.49
Travelzoov (travelzoo.com)
2
0.20
http://armstrongmywire.com
0.48
travelzoo.com
2
0.20
http://cruises.priceline.com
0.43
Xaxis (xaxis.com)
2
0.20
http://rentalcars.com
0.37
DIRECT
18
0.13
http://cincinnatibell.net
0.13
TRACK.GRAPHICBOMB.COM
6
0.09
COMMISSION JUNCTION
TOP CAMPAIGNS
# Pub
Campaign Name
SOV (%)
Hotels in Orlando, FL | Priceline.com
7.74
3
Hotels in Los Angeles, CA | Priceline.com
6.67
2
Payless Rental Car Deals on Priceline.com
2.66
1
Priceline.com - The Best Deals on Hotels, Flights and Rental Cars.
1.71
61
Hotels in San Francisco, CA | Priceline.com
1.59
1
9
U.S. TRAVEL 2016
BOOKINGBUDDY
TOP CREATIVES
10
U.S. TRAVEL 2016
BOOKINGBUDDY*
Total Publishers
413M
10,427
Campaigns
Creatives
214
512
TOP PUBLISHERS
Publishers
TOP MEDIATORS
SOV (%)
Mediators
Campaigns
SOV (%)
64.23
DoubleClick
176
61.20
http://cruisecritic.com
3.06
106
30.29
http://priceline.com
1.78
CONVERSANT MEDIA
4
4.62
http://whatscheaper.com
1.66
4
2.35
http://hipmunk.com
1.55
CXENSE (cxense.com)
1
1.03
http://airfarewatchdog.com
1.54
DIRECT
17
0.25
http://symbaloo.com
1.48
COMMISSION JUNCTION (CONVERSANT MEDIA)
2
0.09
http://estately.com
1.15
Pubmatic
1
0.07
http://lowcostairlines.com
1.06
ATTAINLIVING.COM
1
0.06
http://cheapflights.com
1.02
hit.trafficholder.com
1
0.01
http://cheaptickets.com
0.97
OPENX
1
0.00
http://cheapassgamer.com
0.79
Right Media Exchange
1
0.00
TOP CAMPAIGNS
Campaign Name
SOV (%)
# Pub
Cheap Cruises - Compare Cruise Deals
39.11
4
BookingBuddy - Cheap Cruises - Compare Cruise Deals
27.90
4
BookingBuddy - Cheap Vacations - Compare Vacation Deals
13.53
3994
BookingBuddy - Cheap Vacations - Compare Vacation Deals
12.24
7162
BookingBuddy - Cheap Car Rentals - Compare Rental Car Rates
1.75
1052
11
U.S. TRAVEL 2016
TRAVELZOO
TOP CREATIVES
12
U.S. TRAVEL 2016
TRAVELZOO*
Total Publishers
220M
2,165
Campaigns
Creatives
173
1,330
TOP PUBLISHERS
Publishers
TOP MEDIATORS
SOV (%)
Mediators
Campaigns
SOV (%)
http://kayak.com
66.53
DoubleClick
41.71
35
7.36
26.53
71
http://dealbase.com
3.60
4.75
39
http://zagat.com
3.24
travelzoo.com
4.03
63
http://budgettravel.com
1.81
Travelzoov (travelzoo.com)
4.03
63
http://ask.com
1.59
CONVERSANT MEDIA
3.35
5
http://lasvegasadvisor.com
1.30
pkracv.com
3.34
5
http://cincinnatibell.net
1.05
MEDIAPLEX (CONVERSANT MEDIA)
2.90
35
http://msn.com
0.95
Xaxis (xaxis.com)
2.74
55
http://windstream.net
0.79
Atlas Solutions
2.61
29
http://foxnews.com
0.76
DIRECT
1.61
38
http://travelzoo.com
0.66
Adition Tecnologies AG
1.07
2
TOP CAMPAIGNS
# Pub
Campaign Name
SOV (%)
Discount Hotels: Find the Best, Most Affordable Las Vegas
Hotels Deals with Travelzoo SuperSearch
23.24
4
Discount Hotels: Find the Best, Most Affordable San
Francisco Hotels Deals with Travelzoo SuperSearch
21.99
4
Discount Hotels: Find the Best, Most Affordable Los Angeles
Hotels Deals with Travelzoo SuperSearch
12.83
3
Travelzoo | Discount airfare from top airlines with
SuperSearch
4.40
1268
Discount Hotels: Find the Best, Most Affordable Hotels
Deals with Travelzoo SuperSearch
6.30
835
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U.S. TRAVEL 2016
KEY FINDINGS
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.
*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%*
If you’re interested in improving your digital advertising strategies and
bringing in better results with less spend, we would be more than happy
to provide you with a demo of what AdClarity can do for your business.
Contact us today and begin revolutionizing the way you do digital.
REQUEST A DEMO
A D
I N T E L L I G E N C E

2016 display advertising industry report

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