Snapchat has launched a dynamic ad service for travel brands

Around The Planet

Snapchat has released Dynamic Travel Ads to assist marketers in creating customized ads based on their products and services.

According to the social media site, the most relevant ads will be served to "Snapchatters" interested in travel, who are 37 percent more likely to plan a trip after seeing an advertisement.

The advertising, according to Snapchat, have a number of distinct benefits for travel marketers, including targeting based on a Snapchatter's interest in travel and delivering geographically relevant campaigns using the company's visiting data.

According to the business, Etihad's use of dynamic ads resulted in a fourfold reduction in the cost per flight search and a "307% gain in ROAS (return on advertising spend) as well as a 76% decrease in cost per transaction compared to their non-dynamic campaigns."

The airline was able to "maximize relevance by matching customers to specific destinations, substantially enhancing performance metrics across the booking funnel in the process," according to Phil Dodwell, Etihad's marketing media head.

"The prospecting solution, in particular, is now the best-in-class catalog solution for dynamic travel ads on social," he continues, "and we are quite delighted with the results we've been able to generate." We're excited to build on this strategy in Q2 and beyond."

Meanwhile, cut its advertising expenditures by presenting regionally relevant items to the audience based on previously seen products utilizing photos from its product inventory.

"Snapchatters are a very salient audience for the sector," says Sharon Silverstein, head of U.S. verticals at Snap Inc. "Many are eager and more likely to travel than users of other platforms."

According to the firm, 76% of Snapchatters are planning or have already resumed their pre-pandemic travel habits.

The platform has over 600 million monthly active users and 332 million daily active users, according to the company.

With their millions of users, many travel firms are experimenting with social networks as a method to broaden reach and boost engagement beyond more traditional marketing channels.

In addition, a number of travel firms have recently made their own media moves, with Marriott, for example, partnering with Yahoo to build a media network that allows other advertisers to target its consumers.

Brands will be able to target Marriott consumers initially through the hotel's website and mobile app, with in-room television displays and the Bonvoy reward program following later.

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