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

Conceptual hand writing showing Scam Alert on keyboard laptop

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

Latest News

  • Attractions

Pop Up North Queensland arts festival pioneering Performances and Projects

A performance marking First Nations’ history and connection to the water and land along Townsville’s famous Strand Promenade will take place on Thursday, August 1. This powerful event marks the opening of North Queensland’s place-based contemporary arts festival, PUNQ (Pop Up North Queensland) and begins a program where local, national and international artists activate and […]

  • Aviation
  • News

UPDATE: Crash compensation unlikely, says head of digital disruption payment system

Southern Cross Travel Insurance says it will be covering claimable losses caused by the Crowdstrike global network outage event, despite its own operations not being affected. “We will be covering claimable losses caused by this event, provided all other conditions and criteria for cover are met (and subject to any limits, sub-limits and/or any exclusions […]

  • Food & Beverage

Exciting culinary experiences across Asia

Here is a look at some exciting experiences across Asia to enhance traveller vacations in iconic cities across the continent. The Mai Restaurant at Meliá Chiang Mai Located on the 21st floor of the iconic hotel, the Mai Restaurant has launched a Thai-inspired afternoon tea for two that pays tribute to the Baan Tawai Wood […]

  • Regional
  • Tour Operators

On Foot Holidays launches Ligurian Hills hiking tour promotion

Australians can explore Italy’s Ligurian Hills on foot on a self-guided, inn-to-inn hike with Onn Foot Holidays new promotional rates. Liguria is a coastal region in north-western Italy near the French border, known for its mountains, rolling hills and seaside ports. On Foot Holidays’ seven-night holiday begins with two days of walking through vineyards and […]

  • Products

Mandarin Oriental takes a dive into swimwear with $360 board shorts

If you were inspired by The Inspired Unemployed’s Liam Moore limited-edition pair of Budgy Smugglers but want a bit more coverage, then here’s your chance. The Orlebar Brown brand has introduced an original design of the Bulldog swim short for Mandarin Oriental hotels – yours for a snip at US$242.25 (AU$360). They have been “designed […]

  • Health & Wellness
  • Luxury

Trisara showcases sustainable dining via wellspring program

Phuket-based resort Trisara is transporting guests from resort to farm to table then back again courtesy of a new limited-time program, Wellspring. The package is a collaboration with Tri Vananda, a US$182 million (AU $270 million) wellness community in northern Phuket, conceived by Montara Hospitality Group, the owners of Trisara. In addition to entitling guests […]

  • Aviation

Emirates SkyCargo expands fleet with five Boeing 777 freighters

Emirates SkyCargo announced an investment of US$1 billion (AU$1.484b) to expand its fleet with an order of five new Boeing 777 freighters. The investment follows a strong performance in the first quarter of the 2024/25 financial year. Emirates SkyCargo expects the new freighters to increase its capacity by 30 per cent. The increase enables the […]