2019年Facebook和Instagram旅游广告报告（英文版）_45页_6mb

2019 Report on Facebook and Instagram Advertising for Travel Summary

Core Content

This report provides insights into how travel marketers allocate their digital ad spend across Facebook and Instagram in 2018 and 2019, highlighting the platforms' growing importance in the travel industry. It includes data from 600+ travel marketers globally, focusing on ad formats, effectiveness, challenges, and the role of Facebook Marketing Partners (FMPs) in optimizing campaigns.

Main Points

• Digital Ad Spend Allocation: In 2018, 47% of global travel marketers allocated their ad budgets to digital platforms. Facebook and Instagram accounted for the largest share (23% combined), with additional spending on other social platforms.
• Growth in 2019: Marketers plan to increase their ad spend on Facebook and Instagram. 63% of European travel marketers expect to increase their spend on these platforms, while over half of all global travel marketers (57%) plan to use Facebook videos and 56% plan to use Instagram videos in 2019.
• Ad Formats: Video ads, Facebook Dynamic Ads for Travel, and Facebook Stories are gaining traction. These formats are seen as effective for storytelling, personalization, and capturing traveler intent.
• Effectiveness: Facebook and Instagram are rated as the most effective for targeting new audiences. Facebook is slightly more effective for reach and brand awareness, while Instagram excels in showcasing travel experiences visually.
• Challenges: Travel marketers face challenges in delivering real-time personalized ads, achieving ROI, keeping up with fast-paced ad innovations, and targeting travelers at specific stages of the path to purchase.
• Role of FMPs: Facebook Marketing Partners (FMPs) help marketers navigate the complex Facebook ecosystem by providing campaign management, optimization, creative services, and AI-driven tools like Marvin, which automate bidding and budget allocation.

Key Findings

2018 Spend Allocation

• Facebook and Instagram: 23% of total digital ad spend.
• Small Advertisers: 31% of their budget on social.
• Mid-Size Advertisers: 23%.
• Large Advertisers: 18%.

2019 Spend Intent

• Small Advertisers: 44% plan to increase spend on Facebook and Instagram.
• Mid-Size Advertisers: 54%.
• Large Advertisers: 64%.

Ad Formats in 2019

• Facebook Videos: 60% plan to use (up from 57% in 2018).
• Instagram Videos: 56% plan to use (up from 43% in 2018).
• Facebook Stories: 33% of small advertisers plan to use.
• Instagram Stories: 36% of small advertisers plan to use.

Effectiveness by Region

• Asia Pacific (APAC): Facebook is most effective for reach and brand awareness (35% in Australia, 21% in Indonesia).
• Latin America (LATAM): Instagram is most effective for targeting new audiences (32%).
• Middle East (ME): Instagram is most effective for brand awareness (35%).

Effectiveness by Vertical

• All Verticals: Targeting new audiences is the most effective use for both Facebook and Instagram.
• Airlines and Cruise: Highest percentage (60%) of marketers plan to spend more on Facebook Dynamic Ads for Travel.
• Destination Marketing Organizations (DMOs): 67% plan to use Facebook Dynamic Ads for Travel.

Effectiveness by Advertiser Size

• Small Advertisers: 24% see Facebook as effective for targeting new audiences.
• Large Advertisers: 37% see Instagram as effective for targeting new audiences.

Challenges for Travel Marketers

• Personalized Ads and Offers: 46% of marketers cite this as a challenge.
• Achieving ROI: 45% of marketers find this difficult.
• Keeping Up with Technology: 45% of marketers struggle with this.
• Targeting at Specific Purchase Stages: 45% of marketers find this a challenge.

Tips for Effective Campaigns

• Use striking imagery and video to build brand awareness.
• Focus on real-time intent data to optimize targeting and reduce conversion costs.
• Set rules for targeting based on departure or check-in dates.
• Leverage dynamic retargeting to personalize ads and improve conversion rates.
• Utilize video for storytelling at all stages of the funnel, especially in the dreaming and planning stages.

Success Stories

• Fairmont: Increased mobile-driven revenue by 55% using Facebook Dynamic Ads for Travel (DAT).
• Langham Hospitality Group: Achieved 140% 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% after implementing DAT in 15 markets.
• Celebrity Cruises: Achieved 23X ROI through a full-funnel strategy using DAT and Instagram.

Conclusion

Facebook and Instagram are becoming essential platforms for travel marketers due to their ability to deliver personalized, real-time, and visually engaging ads. As ad formats evolve and the travel funnel becomes more data-driven, the role of FMPs is critical in helping marketers optimize their campaigns, reduce costs, and increase ROI. The report underscores the importance of a full-funnel approach, leveraging both platforms for different stages of the buyer journey.