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