How Dynamic Mobile Ads Increase Engagement for Travel Brands
Imagine you’re killing it, once again, in your favorite gaming app while waiting in line at the post office, painfully aware that it is now 100 degrees on the streets of New York City. An ad flashes on your screen that says, “Need a break from the 100° heat? Book a room up the coast for your summer getaway!” Paired with a picture of an ice-cold drink perched on a beach chair on the shore, this ad looks particularly enticing.
When it comes to mobile ads in the travel industry, using dynamic data can be especially effective. Dynamic mobile ads take into consideration a user’s surroundings—the time of day, day of the week, temperature, location, lifestyle, and even environmental factors (like pollen count, UV index, etc.)—making the ad that much more likely to elicit an engagement. This is especially relevant for hotels, airlines, car rental services, or tourist destinations that are looking to get more engagement from their mobile ad campaign while targeting people who are either on vacation, are planning their next trip, or are regular business travelers.
In fact, in 2014, 38% of travelers used a mobile device to make a travel purchase, up from 23% in 2012. With more and more people turning to the convenience of smartphones to plan for and make travel arrangements, it’s important to engage your target audience in the right place, at the right time. And that’s where dynamic content comes to the rescue! Flying in to make your campaigns a little more relevant, helping to increase ad engagement and bookings.
Dynamic content has already proven to be effective when it comes to landing pages, email newsletters, and direct mail, so it’s effectiveness in mobile advertising is no shocker. While there are numerous ways to use dynamic data, we’ve outlined three that have proven particularly effective at increasing key performance indicators on location-based mobile campaigns.
Same-day bookings are becoming an increasingly bigger trend in travel, especially with the growing prevalence of smartphones. Hotels.com found that 60% of its mobile reservations were for the same day. Likewise, TripAdvisor has noticed that 22% of vacationers use their smartphone to look for a hotel while on vacation. Reaching out to vacationers or business travelers before they book is a vital opportunity not to be wasted.
Ads that utilize dynamic distance qualify potential customers based on the Scored GeoFence around a location. Then, the ad only appears if the user falls within those geographic (and any other pre-set) parameters, displaying the number of miles between the user and the hotel’s location, making your offer that much more enticing.
Touting the closeness of your location to a potential customer helps leverage one of the biggest selling points of why people book travel on a mobile device—it’s easier and more convenient. In a 2014 study, eMarketer found that 25% of people booked travel on a mobile device simply because it was easier or faster.
With summer just around the corner, many of us are thinking, “Where can I go this weekend that has better weather?” Unless you’re able to hop on a plane and fly to Bali, weekend getaways and vacation destinations are largely dependent on weather. You wouldn’t really want go to Palm Springs in August, right? But maybe you’d be up for a beach and shopping weekend in cool and sunny Carmel.
A location-based mobile ad can target mobile users in certain locations depending on the weather. Encourage people in frigid New England to take a romp down to Florida for a break. Or remind people in the hot, humid South that it’s cool and sunny in other parts of the country. With dynamic weather data, you can ensure that only those people who would consider visiting your destination see your mobile ad.
People have different travel styles. Some travel for work incessantly while others take a trip once every year or two. Given a person’s lifestyle and relationship with travel, you want to display different mobile ad messages, making certain that your message is relevant to a specific user. Applying a GeoAudience filter ensures that different ads will be shown to different types of travelers. You could encourage a frequent business traveler to sign-up for your rewards program with one ad while touting your Hawaiian vacation packages to someone who just plans one big trip a year.
The more targeted and relevant a mobile ad is, the more likely people are to engage with the ad. In fact, we’ve found that mobile ad content that is localized and dynamic can increase CTRs by 11.3%. If your airline, hotel, car rental service, or destination can use location data to create dynamic mobile ads, the ads will be more pertinent and, therefore, more actionable for the viewer.