Technology

STUDY: Travel and hospitality sector facing 20pc higher rate of digital ad fraud

New research has uncovered the state of digital advertising quality in the travel and hospitality sector, which is ramping up ad spend as vacation and entertainment activities resume.

To help global travel and hospitality brands boost the effectiveness of digital advertising campaigns, DoubleVerify analysed trends specific to the sector across fraud, viewability and brand safety and suitability between January 2020 and January 2021.

Fraud continues to be a concern for digital advertisers, and the travel and hospitality industry is a target, according to the research findings.

DoubleVerify found a 20 per cent higher post-bid fraud rate for travel and hospitality advertisers compared with all other major industries.

Compared with the average rate seen across other verticals, travel advertisers saw an 82 per cent higher brand suitability violation rate.

In the Asia Pacific, the violation rate was up 52 per cent compared with the average – the lowest increase globally – in contrast to the EMEA region (up 87 per cent) and North America (up 88 per cent).

While viewability rates are inching up overall, DoubleVerify found the viewability rates for travel ads lag behind the other major verticals.

Display viewable rates in APAC were 11 per cent lower for travel advertisers as compared with other industries, and video viewable rates were 15 per cent lower.

Julie Eddleman, executive vice president and chief commercial officer at DoubleVerify, said: “As we look ahead to a brighter future where travel and hospitality are once again commonplace, it’s important to take proper measures to maximize media effectiveness.

“Just as all travellers will expect higher standards to ensure their wellbeing, digital advertisers will demand clarity and confidence in their digital investments.

“Setting a clear, informed strategy to address the issues of fraud, viewability, brand safety and suitability, and consumer privacy, will help ensure advertisers – and their audiences – have a smooth journey ahead.”

DoubleVerify’s country manager for Australia and New Zealand, Imran Masood, said: “As state borders open and domestic travel booms, advertising investment from government tourism bodies and travel and tourism brands has scaled.

“Brands across Australia should ensure every dollar invested is driving impact to their market or their business.”


Featured image source: iStock/sigoisette


SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

Spanish politician suggests using catastrophic volcanic eruption to attract tourists

Spain’s tourism minister is in hot water after she proposed using a volcanic eruption that destroyed hundreds of homes to lure tourists to the Canary Islands.

Share

CommentComments

Aviation

WATCH: Flight attendant promises to annoy passengers who don’t wear a mask

As you can imagine, the comment section on this TikTok user’s video was… divided, to say the least.

Share

CommentComments

Tourism

Tourism Minister says international borders will reopen by Christmas “at the latest”

by Ali Coulton

Dan Tehan has urged states to stick to the national plan and encouraged Aussies to “roll up their sleeves”.

Share

CommentComments

Hotels

IHG’s Leanne Harwood elected first-ever female president of the Accommodation Association

Hospo industry veteran Leanne Harwood is back in the headlines, and this time it’s about her very deserving new role.

Share

CommentComments

Aviation

Passenger claims flight attendant told her to glue a mask to her distressed toddler’s face

A mother has taken to social media to call out a flight attendant who she claims gave her a rather distressing ultimatum.

Share

CommentComments

Travel Agents

Strong take-up of AFTA membership continues

If the current demand for AFTA membership is anything to go by, there’s a lot of confidence that agents can clear the remaining pandemic hurdles.

Share

CommentComments

Cruise

“This is a moment of real celebration”: Celebrity Edge is finally heading Down Under

The champagne corks are popping and the party pies are in the oven at Celebrity Cruises HQ following this big bit of news.

Share

CommentComments

Destinations

New research ranks Sydney and Melbourne among the world’s 10 safest cities

With safety weighing heavily on the minds of many travellers during this time, it seems that Aussies jaunting domestically have lucked out.

Share

CommentComments

Tourism

Former Bench Africa GMs reunite to launch new travel company

After a very dark 18 months for the travel industry, it’s a welcome change seeing positive stories like this one.

Share

CommentComments

Travel Agents

Travel agent scams more than $460K out of Cristiano Ronaldo to fuel spending disorder

This crafty agent just dodged four years in jail after reportedly defrauding Ronaldo to the tune of a few hundred thousand, which is really just spare change to the football megastar.

Share

CommentComments

Hotels

IHG introduces flexible work program to plug hospitality staffing hole

COVID-19 has prompted the hospitality group to look at different ways of working in order to attract new talent and hold on to its current crop.

Share

CommentComments

Destinations

Tourism Solomons mourns death of CEO Josefa ‘Jo’ Tuamoto

The close-knit Solomon Islands tourism industry is in mourning following the death of their beloved ‘Boso’.

Share

CommentComments