Travel Tech

Mobile is here to stay, this is certainly nothing new. However, now that most tourism businesses got to grips with mobile, mobile advertisement is something that cannot be ignored. Especially as more and more research is being carried out with regards to the effectiveness of mobile advertisement versus desktop advertisement, companies are increasingly interested in how they can use mobile ads as part of their overall strategy. Now, tourism businesses and destinations are starting to think about how they can use mobile ads either on their mobile sites or within mobile apps (Drum 2014).


Mobile ads are actually twice as effective on consumers as desktop ads which is quite interesting for marketers to know. That alone is a reason to consider mobile and when looking more closely at how brands on mobile are being perceived by consumers all around the world, it is clear that brands that are on mobile are considered more modern and dynamic than brands that are only on desktop.

The most important thing to consider for marketers is to ensure that advertisement can actually reach their audience. This is essential, and in a way, through which device this is achieved does not matter too much. However, for marketers, mobile needs to be considered an effective option to achieve goals as it enables marketers to target consumers in the right environment at the right time, with the right content. Above all, content, context and relevancy are always key when working with ads.


Besides thinking about through which devices ads should target audiences, it is also very important to ensure that the ad format is done in the right way to achieve a campaign’s goal. When looking at desktop ads, a video can be very efficient on desktops when targeted at the right time. If we look at mobile ads, a 60 second video would never work, as on smartphones, consumers prefer and respond well to short, funny or snappy videos. For this purpose, a Vine or Instagram video are the best ways to achieve campaign successes on Smartphones. For marketers, videos are a true opportunity in 2014 and tourism businesses and destinations really need to sophisticate the way in which they approach video on mobile and desktop and ensure that consumers’ mobile video consumption is being used to their advantage.


After ads have long had a bad reputation with consumers, the next generation of ads on mobile is now relying on on-demand app download options relating to location data enabling ads based on content that consumers will find useful due to their situation or location. Mobile ads are becoming hyper-localised and hyper-relevant which poses both challenges to marketers as well as opportunities to master mobile ads in 2014. This is a real opportunity in 2014 which cannot be missed out or overlooked, as this will identify whether brands remain successful on mobile or not.

More from #DTTT

  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge