display advertising report 2016 travel edition report- ad clarity, bi-sicence linkedin

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


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*


* 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


TOP PUBLISHERS

Publishers SOV (%)

TOP MEDIATORS



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


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


DoubleClick


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*




280M 4,210 2,207 7,031

(CONVERSANT MEDIA)


U.S. TRAVEL 2016 PRICELINE

TOP CREATIVES

TOP CAMPAIGNS

Campaign Name SOV (%) # Pub

TOP PUBLISHERS

Publishers SOV (%)

TOP MEDIATORS


http://priceline.com

http://kayak.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


DoubleClick

COMMISSION JUNCTION

biddingfortravel.com


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*



725M 253 224 656* figures based on August 2015- November 2015

(CONVERSANT MEDIA)

U.S. TRAVEL 2016 BOOKINGBUDDY

TOP CREATIVES


TOP PUBLISHERS

Publishers SOV (%)

TOP MEDIATORS



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


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


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*




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


http://kayak.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


DoubleClick



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


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


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

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.

REQUEST A DEMO

Contact us today and begin revolutionizing the way you do digital.

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display advertising report 2016 travel edition report- ad clarity, bi-sicence linkedin

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