Sojern-2019年旅游营销广告报告（英文）-2019.6-47页_6mb

Summary of The 2019 Report on Facebook and Instagram Advertising for Travel

Core Content

This 2019 report by Sojern provides insights into how travel marketers are allocating their digital ad budgets to Facebook and Instagram, and explores the effectiveness of various ad formats and the challenges they face in the travel industry. It highlights the increasing importance of social media in travel marketing, the role of Facebook's ad products in solving specific challenges, and real-world success stories from brands that have leveraged these platforms effectively.

Main Points

• User Engagement: Facebook and Instagram have over 3 billion monthly users, and travelers spend significantly more time on these platforms compared to travel-related apps or sites.
• Ad Spend Allocation: In 2018, 47% of global travel marketers allocated their ad budgets to digital channels, with Facebook and Instagram being the largest spenders at 23% combined.
• Growth Expectations: 63% of European travel marketers expect to increase their Facebook and Instagram ad spend in 2019, making it the region with the highest anticipated growth.
• Ad Formats: Video Ads, Facebook Dynamic Ads for Travel, and Facebook Stories are expected to be the most used ad formats in 2019, with 60% of marketers planning to use Facebook videos and 56% planning to use Instagram videos.
• Effectiveness by Region:
  • Facebook: Most effective in Europe and the Americas for driving reach and brand awareness.
  • Instagram: Most effective in all regions for targeting new audiences and driving reach and brand awareness.
• Effectiveness by Vertical:
  • Facebook: All verticals rate it most effective for targeting new audiences, with airlines leading at 46%.
  • Instagram: Most effective for targeting new audiences across all verticals, with airlines and cruise companies at 38%.
• Effectiveness by Advertiser Size:
  • Facebook: Larger advertisers are more likely to use it for targeting new audiences (37% for large, 24% for small).
  • Instagram: Small advertisers see it as effective for many reasons, while large advertisers are also increasingly using it for targeting.
• Challenges:
  • Personalized real-time ads
  • Achieving ROI and profitability
  • Keeping up with fast-paced changes
  • Targeting travelers at specific points in the path to purchase
• Solutions:
  • Facebook Marketing Partners (FMPs): Offer campaign management, optimization, measurement, and creative services.
  • Dynamic Ads for Travel (DAT): Enable real-time targeting, personalized messaging, and efficient cross-selling and upselling.
  • Automated Bid Multipliers: Help marketers optimize and scale their ad spend through AI.

Key Information

• Travelers' Behavior:
  • 96% of travelers go to Instagram to imagine destinations.
  • Travelers spend 5X more time on Facebook than on travel-related apps or sites.
• Ad Formats:
  • Video Ads: Expected to be heavily used, with 60% of marketers planning to use Facebook videos and 56% for Instagram.
  • Stories: Less popular among small advertisers, with only 33% planning to use Facebook Stories and 36% for Instagram.
• Real-Time Personalization:
  • Facebook's people-based targeting allows for more effective personalization compared to cookie-based methods.
  • FMPs support real-time personalization through advanced automation and optimization tools.
• Success Stories:
  • Fairmont: Increased mobile-driven revenue by 55% using DAT.
  • Langham Hospitality Group: Achieved 140% higher ROI through DAT.
  • MakeMyTrip: Observed 20X growth in mobile bookings and 2X growth in website bookings using DAT.
  • Air France: Reduced cost per booking by over 50% with DAT.
  • Celebrity Cruises: Achieved 23X ROI using a full funnel strategy.

Conclusion

The report emphasizes that Facebook and Instagram are essential platforms for travel marketers due to their ability to deliver personalized, real-time ads and support the entire path to purchase. As the travel industry becomes more complex, the use of FMPs and DAT is becoming increasingly critical for optimizing ad spend and achieving higher ROI. The data suggests a clear trend: travel marketers are allocating more budget to these platforms and are focusing on formats like video and dynamic ads to engage their audiences effectively.