Digital travel ad impressions up 40 per cent says Nielsen Ad Intel

During October, $8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report.

The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean.

Amongst the advertisements from these companies, the majority of impressions were display (93 per cent), while a small amount were video (7 per cent). The main technological devices the ads were seen on were mobile (67 per cent) and the main buy type was programmatic (93 per cent).

In order, the tourist authorities the top advertisers were Tourism & Events Queensland, Sunshine Coast Regional Council, and SA Tourism Commission, for the month of October according to the report.

The most successful ad type was video (70 per cent) with the majority of ads viewed on a desktop (70 per cent) and programmatic taking up the vast majority of buy type (99 per cent).

Amongst agencies, the top advertisers for October were Stayz, Air BnB, and Flight Centre.

The most commonly viewed ad type was display (74 per cent). The most common device type was mobile (46 per cent) closely followed by desktop (43 per cent), and programmatic was the most common buy type (99 per cent).

Overall viewership of travel ads has increased dramatically in Australia coming out of the most recent lockdown with impressions nearly doubling since August this year.

Coming out of the lockdown and into the holiday season we can expect to see a further rise in ad impressions.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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