TVadSync has built a strong foundation working with entertainment brands over the last 10 years, and has also been applying its experience to other industries where TV viewing data can make a real difference. One such area is travel and tourism, where understanding audience interests and intentions is central to creating effective campaigns.
Travel decisions are often guided by personal interests, and reaching people with messages that reflect their interests and what they really care about most leads to better results. Advertising for the entertainment and travel industry both aim to spark emotion and curiosity, inviting the audiences to experience something that appeals to them and build upon what they already enjoy. Whether it’s a TV show or a travel destination, both rely on storytelling and strong visuals to transport people with their creatives and inspire action. This short blog post will give a brief outline of how TVadSync has helped travel and tourism brands reach their audiences, retarget effectively, and take advantage of advancements in advertising technology.
Custom Audience Segments
For a state tourism board, TVadSync helped identify what makes this particular destination appealing to their target market and which audiences would be most likely to engage with these aspects. The tourism board wanted to focus on aspects of the state that bring in the most visitors, namely their food culture, golf courses and the great outdoors. Working with the advertiser, TVadSync developed specific traveler personas like the “Golf Enthusiast” and the “Adventurous Foodie” by analyzing TV viewing behaviors. These custom audience segments were then served with digital ads that matched their interests, in locations which were the most relevant to the audience’s interests. The approach helped ensure that messaging felt relevant and contributed to increased engagement, including interest in bookings, flights, and rentals.
Another regional destination saw an opportunity to boost tourism by building on the excitement surrounding an NFL team’s visit for pre-season training. To make the most of this moment, TVadSync helped identify the perfect target audience based on TV viewing behavior. This included viewers from the NFL team’s home city who frequently tuned-in to the team’s games and also showed a strong interest in travel and food content. With this audience defined, the campaign delivered digital ads which played on the connection between the destination and the NFL team. By showcasing that their favorite athletes were spending time in a place not typically seen as a vacation destination, the campaign positioned the region in a new light to spark curiosity and encourage travel consideration among new audiences.
Multi-Channel Retargeting
In another successful travel-related campaign, TVadSync partnered with a major international airline to support their sponsorship of a high-profile international soccer tournament. The campaign aimed to raise brand awareness, reinforce existing brand strategy, and inspire fans to consider travel — especially those away trips often dreamed about by passionate supporters.
To build on the value of the sponsorship, TVadSync helped retarget viewers who had watched the tournament on TV with follow-up digital ads. These messages served as a reminder of the airline’s presence during the event and further strengthened the link between the prestigious tournament and airline travel. The campaign demonstrated the importance of a multi-channel approach in brand-building, combining the accuracy and performance of digital with the ability of TV to establish and reinforce brand presence. By aligning messaging across both TV and digital platforms, the airline was able to create lasting associations in the minds of consumers by connecting their brand not only to the tournament itself, but to the idea of seamless, inspiring global travel.
The Importance of Measuring Online Conversions
After inspiring travelers with hyper specific targeting and beautiful creatives, what is the next step for your target audience? Nearly all travel bookings today are made online, making digital channels the critical part of the customer journey. To understand the true impact of any travel digital marketing campaign, it’s therefore essential to measure how the digital ads you serve then influence key actions like website visits, booking inquiries, and completed reservations. These conversion metrics provide a clear view of performance beyond the standard reach and frequency, and help to optimize future efforts.
TVadSync’s experience in measuring and attributing conversions for all types of clients is of huge value to the travel industry and can be leveraged through the Smart Insights platform. While the digital ads are being served, TVadSync collects the ad exposure data across all channels. Using multi-touch attribution, conversion credit can be accurately assigned to each touchpoint, allowing advertisers to identify which media channels and audience segments are driving the best results. TVadSync’s advanced causal models provide a clear view of the overall advertising effectiveness as well as deep data cuts on conversions, enabling data-driven ad spend optimization.
Exciting Developments in the Travel Industry
Advancements in digital marketing can have a real impact on how brands in the travel industry advertise themselves, driven by changes in how customers consume content and dynamic advertising solutions. With CTV Match, TVadSync can identify who is searching for and engaging with a certain topic / brand / destination online, and then see what TV content resonates most with this subsection of the population. The viewers of this content can then be retargeted with digital ads, bridging the gap between online behaviour and TV viewing.
TVadSync has also recently gained access to highly innovative inventory after collaborating with a global leader in in-flight advertising. This collaboration allows us to offer sponsored content in-flight on mobile devices, to possibly the most valuable audience of them all, those already travelling on an airplane.
Recent developments in high-impact advertising have also made it possible to transform traditional display units into dynamic, engaging experiences. TVadSync’s High Impact offering can allow regular display inventory to appear as social media posts, capturing the attention of audiences in a fresh, compelling way. Additionally, the opportunity now exists to place vertical videos where normally display units are shown, further enhancing the visual appeal and effectiveness of ads, especially for travel companies letting the beauty of their destinations speak for themselves.
If you’re interested in learning more about how TVadSync can help your brand achieve similar results, feel free to reach out at [email protected].