Mobile advertising is one of the key questions that most destinations and tourism businesses are discussing. Most have a state of mind, knowing how important mobile is, that there is no way around it and are now working very hard on embracing the opportunities arising from mobile for their businesses. However, mobile advertisement is changing thanks to major advances and mobile ad targeting is still evolving and changing, meaning it can be better described as work in progress. Nevertheless, mobile ad targeting is mainly dealing with targeting ads to specific devices and operating systems but more recent developments are now moving to different forms of mobile ad targeting (eMarketer 2014).
Multiscreen targeting is one of these new forms of mobile ad targeting, mainly due to the fact that most consumers are actually using multiple web-enabled devices. The amount of consumers using devices is also increasing, leading to more and more consumers worldwide spending and increasing amount of time using these devices. For marketers and tourism businesses this then leads to considering and thinking about mobile ad targeting and specifically on multiscreen ad campaigns. Already, the amount of investments into multiscreen ad campaigns is growing and marketers worldwide expect this to grow even further due to consumer behaviour moving more and more towards using several devices and screens.
HOW DOES IT WORK?
Although mobile ad targeting seems complicated on a first glance, it is not. Surprisingly, there is an awful lot of data that consumers leave behind when accessing social networks and websites. Facebook for example has a huge advantage with regards to providing mobile display ads, as the social networks knows the account IDs of its users which actually makes it very easy to target. Facebook can recognise the ID and target it with ads that are based on the personal profile and behaviour associated with the specific ID.
Other companies and ad providers (the likes of Google, Amazon, and eBay) have a wealth of data and insights available about their consumers accessing the sites via mobile, making it possible for tourism companies and businesses to actually target ads. Most companies develop audience profiles and assess the consumer behaviour to establish audience targeting capabilities, looking at how users are using smartphones and tablets to consume content which then can be used as a basis to target specific user profiles through targeted mobile ads.
Undoubtedly, this is something that a lot of destinations and tourism businesses are looking into, as time, relevancy and context are equally important when targeting consumers through mobile ads than desktop ads. The opportunities for companies are huge and it will be interesting to follow how destinations are using ads within their sites, apps and maybe even other companies’ apps in order to reach the end consumers and ultimately get them to travel to the destination.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer