2019年中东旅游广告报告（英文版）_14页_2mb

报告摘要

2019 Middle East Travel Advertising Report Summary

Core Content

The 2019 Middle East Report on Travel Advertising provides insights into the current and anticipated trends in advertising spend and strategies among travel marketers in the region. It highlights the growing dominance of digital advertising, the increasing use of social media and video content, and the challenges associated with the fast-evolving advertising and technology landscape.

Key Findings

Digital Advertising Dominance

2018 Digital Spend: Digital advertising accounted for 52% of total ad spend in the Middle East.
2019 Plan: 61% of travel marketers plan to increase their digital ad spend in 2019.
Social Media: Social media remained the largest digital channel, with 22% of spend in 2018.
- Facebook and Instagram were the primary platforms, with 18% and 4% respectively.
- Instagram Stories were used by 43% of marketers in 2018, rising to 73% in 2019.
- Facebook Stories increased from 38% to 68% in 2019.
Video Ads: Video ads are widely used for inspiring travelers during the "dreaming" phase.
- YouTube, Facebook, and Instagram are the top platforms for video advertising.
- 68% of marketers plan to use these platforms in 2019.
Connected TV (CTV): CTV advertising saw the largest increase, rising from 19% in 2018 to 41% in 2019.

Emerging Technologies

Audio Ads: 57% of Middle East travel marketers plan to use audio ads in 2019, compared to 37% globally.
Real-Time Data: 53% of Middle East marketers intend to use real-time supply and demand data, versus 38% globally.
Chatbots: 47% of Middle East marketers plan to use chatbots, compared to 37% globally.
AR/VR: Only 18% of marketers used AR/VR in 2018, and 27% plan to use them in 2019. 36% have no plans to use them.

Top Challenges

Fast-Paced Landscape: 49% of Middle East travel marketers identified keeping up with the fast-paced advertising and technology landscape as their biggest challenge.
Data Utilization: The top three reasons for leveraging data include:
- 70% to target travelers based on intent and their position in the path to purchase.
- 68% to gain better visibility into traveler behavior across websites and apps.
- 68% to deliver personalized messaging or offers to key audiences.

Disruption Potential

Amazon: Ranked as the most disruptive platform in the Middle East, with 43% of marketers believing it has the potential to disrupt travel marketing.
Facebook and Instagram: Followed by 35%, but significantly lower than the global average.
Google Ads and AR/VR: Both ranked at 27%, indicating less optimism about their disruption potential in the region.

Key Metrics and Tools

Brand Lift & Incrementality: Used by 27% of Middle East marketers, significantly higher than the global average of 19% for brand lift and 7% for incrementality.
Measurement Tools: Travel marketers use various metrics to assess ad effectiveness, including brand lift, incrementality, and other performance indicators.

Future Outlook

The Middle East is expected to see increased investment in digital channels and emerging technologies.
Marketers are adapting to mobile and online shopping trends, using innovative formats like Stories and real-time data to enhance engagement and targeting.
Amazon's influence is growing due to its recent acquisitions and market expansion, which may lead to a shift in advertising strategies.

Conclusion

The Middle East travel advertising market is digitally driven, with a clear focus on social media, video, and emerging technologies. Marketers are increasing their digital budgets and are prioritizing personalization and real-time data to improve ad effectiveness. However, they also face significant challenges in keeping up with the rapid pace of innovation and adapting to new platforms. The region's unique market dynamics, including a large offline presence, make brand lift a more accessible and effective metric. As the market evolves, staying informed about trends and embracing new technologies will be crucial for success.