Programmatic Advertising Guide For Travel Marketers
Programmatic advertising activates your messaging to the right users.
Creating strong content around your brand only works if the right people are seeing your message. This is where programmatic advertising comes into play. Programmatic advertising uses machine learning to purchase advertising space across the internet, targeting the right user at the right time.
At Sojern, we use programmatic advertising to put your brand in front of in-market travelers, influencing them across the channels you choose. With a blend of advertising buying strategies like programmatic advertising and Search Engine Marketing (SEM), we can raise your brand awareness and inspire visitation.
Using programmatic advertising in your marketing campaigns starts with identifying what you want to accomplish and who you want to target. Ask yourself questions like–what am I trying to achieve with this campaign? What types of travelers am I looking to attract? What actions do I want them to take?
Working with an advertising partner, they’ll set up targeting for your ideal audience. Once you share your own creative ads or your partner creates them for you, your partner can use real-time information to bid for ad placements on your behalf. For example, when a user visits a website, that ad space goes up for auction. Sojern’s automated technology analyzes each impression to determine if it meets certain parameters and then places a bid on the auction. Parameters could include how interested the user is in your product, the number of competing advertisers, how likely the user is to take action based on the ad, and more.
The highest bidder wins the auction and the process happens within nanoseconds. After the auction is won, your advertising creatives are placed within seconds.
Display ads are text-based, image, or video advertisements that encourage travelers to take action with your brand online (e.g. book a trip, join a loyalty program, etc.).
With social media channels like Facebook and Instagram, you have access to a massive travel audience. You can target them with visually engaging and high-performing ad formats.
Inspire travelers with engaging content in the early stages of brand discovery. Use video to influence travelers before, during, and after their video content.
When a traveler searches for a flight with one of our global data partners, we receive their search data in real-time. The data contains non-personally identifiable information and the user consents to sharing it. With this data, we know the traveler is interested in your destination and potentially searched for your offering before. Thus, they become an excellent audience for your advertisements, and we serve them your messaging as they browse the web.
Utilizing both prospecting and retargeting tactics for optimal success, programmatic advertising can take your marketing campaigns to the next level. With prospecting, you’re getting your ads in front of new customers that haven’t engaged with your brand before.
When a traveler that fits a client’s audience visits one of our data partner’s sites, we immediately receive this data. The traveler might not take action but continues over to a travel magazine to dream about what to do on their trip. On this website, Sojern bids on ad space to serve this traveler an ad for the client’s property or destination. The traveler sees the ads and heads over to their website to find out more.
But you shouldn’t stop there–96% of visitors won’t convert on their first site visit. Retargeting is typically what brings them back to your website, and engaging with users who have interacted with your brand is the best way to get in front of highly-qualified leads.
Finding and engaging with users who are interested in your brand can unlock many benefits. These benefits include:
The heart of programmatic advertising is reaching potential travelers with your message during the moments that matter. Not only can you find them where they are online, but you can optimize your campaigns in real-time, all the time. Instead of casting a wide net, you are being strategic and efficient with who you share your message.
If you’re looking to implement programmatic advertising in your marketing campaigns or are interested in learning more, please reach out to one of our travel marketing experts today.
Hoteliers can capitalize on new opportunities and reap huge benefits
Our latest report shares insight to help guide DMOs when planning for 2024.
Agencies exceed client goals by leveraging travel data and expertise.
“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.