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

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]