Opportunities in video remain, as brands become media companies: Tnooz

Consumers increasingly perceive brands as media companies, a perception that is both fueled by companies creating more engaging content and consumer expectation of more interactive and interesting advertising.

A recent report sheds some light for travel marketers looking to engage more deeply with video content – a medium ideally suited to the beauty and story of the travel experience.

The survey of 1,000 Americans, and 500 marketers, comes from content marketers LevelsBeyond, and points out that brands are leaving opportunities on the table, as many brands don’t believe that their customers even want to see videos from the brands.

Video consumption disconnectThere’s also a disconnect between what consumers want to watch and what brands provide.  Surprisingly, consumers are especially eager to consume videos that are instructive and teach how to do a particular skill. This insight could be leveraged by travel marketers in spaces where active sports or other insider knowledge could be packaged as a “how to” for a specific destination, vacation or location.Comedy comes in a second, following by product videos, micro-documentaries and animations. Travel marketers should take note of the 33% of surveyed consumers that enjoy micro-documentaries – this result is a sign that this type of content could be a way to hook browsing travelers into a purchase mindset.

However, the surveyed marketers did not match what the surveyed consumers wanted to watch. Brands are focusing less on instructive videos and more videos from their own branded events. A slight focus switch from “event videos” to “micro-documentaries” could be a welcome move by consumers.  Social sharing also becomes a very important component of successful online video, as consumers are much more likely to watch videos that were shared within a network. And when a video is trending, a solid 38% of respondents would be more inclined to watch that video.Despite this compelling evidence that successful social sharing drives ROI of video, brands are behind in understanding how this mechanic works.

Another piece of data from Videology shows an immense shift into what video advertisers are seeking for the investment. The jump in cross-screen analysis reveals that this has quickly become one of the most important metrics for video advertising.The videos are pegged to their ability to bring attention and traffic across screens, liberating some of the conversion pressure for one particular platform as its impact can be tracked across screens.Marketers are finally starting to see video as a key component of the cross-platform marketing mix; now brands must be more considered when it comes to matching consumer appetite for video.The full report can be downloaded here.

via Opportunities in video remain, as brands become media companies.

MediaPost Publications Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders 04/30/2014

Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders

by Mark Walsh, Apr 30, 2014, 12:04 AM

LG Cookie Fresh GS290 Smartphone

LG Cookie Fresh GS290 Smartphone (Photo credit: digitpedia)

Mobile has always been seen as a natural fit with travel as a technology built for on-the-go communication. That has become even more true with smartphones serving as digital Swiss Army knives, used for everything from researching travel to getting directions or finding a nearby bank branch.

A new study by comScore on behalf of Millennial Media takes a closer look at the demographics and behavior of the audience for mobile travel content.  It also examines how travel advertisers approach mobile.

The mobile travel audience skews male (60%), with the majority in the 25-44 age range. The single biggest demo (35%) is those 25-34. More than nine in 10 (93%) own a smartphone, compared to 65% for the broader U.S. population. And half (51%) own a tablet versus 33% overall.

The study found the mobile travel audience is increasingly turning to mobile devices for booking travel in the last year. About two-thirds use smartphones and tablets to book hotel rooms, and half (49%) to make flight reservations. About a third reserved rental cars through their devices.

On the advertising side, eMarketer estimates mobile accounts for 12% of total digital advertising spend in the travel category — a bit lower than might be expected, given the use of mobile in the travel process. And travel ranks as the seventh-largest spending vertical on Millennial Media’s mobile ad network, behind others like entertainment, retail and telecom.

What parts of the travel industry spend most in mobile? Airlines account for 30%, followed by booking sites and apps (22%), tourism (14%), amusement parks (12%) and hotels (11%). The vast majority of ads (72%) ran on iOS devices versus 26% on Android. And 64% appeared on smartphones compared to 34% on tablets.

Among other findings from the study:

*Almost three-quarters (73%) of the mobile travel audience is comfortable using multiple devices at one time to research and book travel

*App downloads are the most common type of ad call-to-action

*Gaming, productivity, dating and shopping/retail apps showed the highest interaction for travel campaigns

via MediaPost Publications Millennial Men Are Biggest Mobile Travel Users, Airlines Biggest Ad Spenders 04/30/2014.

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The New Ad From Apple Is All About Exploring. And Travel – Skift

Rafat Ali, Skift

Apple iPad

Apple iPad

Admittedly it is early for an ad of the year declaration, but when the brand is Apple you have to sit up and notice. And this one is a doozy: the new ad for iPad Air channels Robin Williams and his verse from “Dead Poets Society” and is all about writing your own verse in life, so to speak.The new ad, titled “Your Verse,” positions the new iPad Air as a tool to dream, create, explore, and travel. “We’re humbled and inspired by what people do with iPad. So we set out to capture some of their stories. What will your verse be?” says the description for the ad on YouTube, which we’ve embedded below.

via The New Ad From Apple Is All About Exploring. And Travel – Skift.

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Twitter’s New Targeted Advertising

twitter-bird-white-on-blueMicroblogging giant, Twitter has rolled out a new form of targeted advertising, that would allow companies to deliver \”promoted tweets\” to customers who show interest in the brand through web browsing. For instance, if a hotel brand wants to display a promotional ad on Twitter, they would prefer to show it to travel enthusiasts who have already visited their website. To give the special offers to people who are on Twitter, the brand needs to share their browser-related information, or browser cookie ID, with Twitter, via an ads partner. This information will be used to match with the Twitter accounts, so that the users, with whom the travel deal would aptly match with, will be sent a Promoted Tweet. Advertisers will only receive reports as to how many users saw or clicked on their ads, and not users\’ identities.

via Twitter’s New Targeted Advertising.

Five Best Travel Ads: India, Peru, Peninsula Hotels, Hilton, Expedia – Skift

There’s only one place where ignoring the organization and logistics involved with travel really pays off. That’s in travel ads where people don’t want to think about renting a car or booking a tour, but want to imagine themselves steeped in culture in front of vistas they’ve only seen in their dreams.

Consequently, this week’s ad roundup looks at the romantic side of travel. It looks past business meetings to see face-to-face human connection, turns arguably irresponsible last-minute trips into a celebration of spontaneity, and highlights how ancient trails can become a modern-day action movie.

via Five Best Travel Ads: India, Peru, Peninsula Hotels, Hilton, Expedia – Skift.

CMOs InTravel | The Forum for Travel Marketing Specialists

CMOs InTravel | The Forum for Travel Marketing Specialists

Advertisers Can Reach More Than 7.5 Million Engaged and Qualified Travelers on Mobile Devices

CHICAGO--(BUSINESS WIRE)--July 30, 2013--

Mobile Media Summit 2013, As mobile usage among consumers continues to skyrocket, brand advertisers are seeking ways to reach qualified audiences at specific locations. To address this opportunity, MediaShift, Inc. (OTCBB: MSHF), a leading digital advertising technology company, today announced the immediate availability of a new mobile engagement platform that enables brands to reach travelers while at airports and hotels.

Through this immersive, end-to-end platform, brands can now target and remarket to this highly-desirable audience throughout the entire browsing session. Brands are seamlessly integrated into a user experience through sponsorship and native advertising opportunities. The company’s mobile network currently reaches more than 7.5 million unique users per month.

Read more….


via CMOs InTravel | The Forum for Travel Marketing Specialists.

Why Advertisers Are Warming to Facebook – WSJ.com


Facebook Inc. FB -1.02%is winning more friends on Madison Avenue.

The social-media giant’s better-than-expected second-quarter results, driven in part by a big increase in mobile advertising revenue, signaled that after a rough start, the company has made marketers feel more comfortable with spending money on the social network.

via Why Advertisers Are Warming to Facebook – WSJ.com.

Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift

Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift

Samantha Shankman, Skift

Breaking through in travel advertising is no easy task; we chronicle all the quality and even questionable attempts of destinations and travel companies to attract customers and visitors via video each week.

But as travel competition heats up in this over-saturated media messaging world, tourism organizations are pushed to come up with more creative ways to attract tourists. Ambient advertising, in which agencies take their messages offline and onto real-life objects, has experienced a boom among tourism organizations in the past year.

via Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift.