On average, consumers look at an online ad for fewer than four seconds. However, the human brain can interpret images that the eye sees in just 13 milliseconds. That being said, four seconds becomes a lot longer than it seems. So, how do we connect with consumers within those four seconds? Here are some elements needed in your campaign creatives to drive guests to your site, and ultimately, have them book a trip to your destination or hotel.
Inspiring Guests is a Must-Have
Consumers who are in-market to travel are looking to be inspired—they want to see the sandy beaches, king size beds, and the breakfast bar you have available. Your creatives are an essential way to visually show travelers what they want to see.
For example, if you’re a ski resort, showcasing the snow covered mountains and cozy fireplaces will give travelers an idea for what’s in store when they visit, as seen in this Colorado Tourism ad:
A hotel looking to drive direct bookings, however, should inspire travelers with the amenities at your location. Room size, gym, pool, and on-site restaurants allow travelers to imagine their stay with you. Additionally, any current deals or offers can also catch the attention of travelers looking for a discount.
Creatives Should Be Clear and On Brand
Once you inspire your travelers, it’s important to keep your brand top of mind as they move along their paths to purchase—especially when you only have four seconds to make an impression. However, if a consumer doesn’t know where the message is coming from, how can your brand even be considered?
We suggest having your brand logo clear and consistent with what is on your webpage so that travelers can easily identify what brand they are interacting with. What’s more? When you are using video in your marketing mix, having the brand logo at the beginning can increase ad recall by 300%, even for those who skip.
Next Steps Must Be Easily Identifiable
As travelers move further along their path, make it easy for them to book. Having a clear call to action (CTA) is important because it creates simplicity for your guests’ booking experience. Your CTA should plainly state what the next step is after a guest clicks on your ad. For information on how to develop a powerful CTA, access our eBook here.
If you are looking to increase brand awareness, your CTA should be something that informs guests that they will be learning more about your brand. If you are looking to drive bookings, your call to action should be just that – “Book Now,” as seen on The Residences at Biltmore display ads.
Looking to increase conversions and improve your campaign creatives? Contact one of our travel specialists today.