Programmatic Advertising for Tours, Activities, and ... · Confidential & Proprietary 2 Hello! Catlyn Origitano, PhD Director of SMB & Tourism Go to Market at Sojern . Confidential

Confidential & Proprietary 1Confidential & Proprietary

Programmatic Advertising for Tours, Activities, and Attractions

Confidential & Proprietary 2

Hello!

Catlyn Origitano, PhDDirector of SMB & Tourism Go to Market at Sojern


600+Employees Worldwide

13Global

Locations

We know travellers—and move them

from dream to destination.

10,500+Travel Industry

Customers


What is programmatic advertising?

Bid On Ad Space Serve AdsIdentify

Audience

€


Whoto serve your ads to


From What Parts Of The World Travellers Are Searching?Searches for a Large European Attraction

Source: Sojern Internal Data, January 1- March 21, 2020

Pre-COVID

Present


Searches for Major European Attraction YOY Comparison in Attraction Search Volume from Jan 1st to Mar 21st

Source: Sojern Internal Data, 2019 vs 2020


Future Search Travel Trends to EU and MEAYOY Change in Flight Booking Volume of Future Departure Months from Last 14 Days


75% of Brits believe they will take a holiday this year.

Travel Mole March 25, 2020


Google ● Computer / desktop, can do it by IP address ● Mobile phones, can do it by GPS, Wifi, or Bluetooth

Facebook ● Set location to city, state, province, post code, etc.

Test out Geofencing—allows you to reach people within a certain geography (based on

location of mobile phone, laptop, or desktop). Google

supports this feature as well as many third

parties.


Whatto say in your ads


Ad Copy for the New World

HeadlineStart Planning Your

GetawayYou Don't Have to

Travel Far to Create Memories

Discover Your Next Big Adventure

Explore What's In Your Own Backyard

Road Trip Anyone?

CTA

Learn More

Start Planning

Book Now, Visit Later

Explore

Incentives Free cancellation 24-

hours before reservation

Plan a staycation and stay local

(Place) will be ready for you to visit when

you are.10% Off With Local

Drivers License


Whento start your campaigns


Current Regional Average Lead Times

Source: Sojern Flight (Airline/OTA/Meta) Data, Flight searches Jan 12–Mar 7, 2020 vs Jan 13–Mar 9, 2019

Flight Search Data Globally


Travel Lead Time For a Major EMEA Attraction

Source: Sojern Internal Data, January 1- March 21, 2020

Pre-COVID

Present


Pre-COVID, globally, we saw

85%of travellers search for attractions

on average

78 days before their trip.

Source: Sojern Internal Data, Jan 2019 -Sept 2019


Whichtactics to consider


boost in responses to retargeting ads, making it one of the most effective tools for advertising.

400%

Adobe, 2017

Utilize remarketing.1


Consider a Co-Op.2

If you don’t have a great connection with others in your industry, start now.

Co-Ops can have lots of different flavors, but typically, your Destination Marketing Organisation has funds that

can be used to advertise on behalf of your specific attraction — not just the destination. While typically there’s strong relationships and co-ops with hotels,

attractions can and should be getting involved.


Use this time to think.3


Analyse the data and be prepared to reallocate your budget and creatives.

Some of our customers are shifting spend to target travellers who are showing stronger intent, others are targeting different markets, and others are shifting to a

local strategy—finding creative ways to serve the needs of their local customers and communities.

Let the data be your guide.4


We’ll continue to share more insights as we monitor the situation and provide recommendations at

www.sojern.com

http://www.sojern.com/


Catlyn OrigitanoDirector SMB & Tourism Go to Market, [email protected]

THANK YOU

Documents

Programmatic Advertising for Tours, Activities, and ... · Confidential & Proprietary 2 Hello! Catlyn Origitano, PhD Director of SMB & Tourism Go to Market at Sojern . Confidential