Sojern-2019年旅游营销广告报告（英文）-2019.6-47页.pdf.pdf

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1、The 2019 Report on Facebook and Instagram Advertising for Travel State of the Industry Perspectives from 600+ Travel Marketers Around the WorldWith close to three billion monthly users across Facebook and Instagramand the ability for travel marketers to offer visually engaging adsit is fair to say t

2、here is a massive opportunity for travel marketers to reach and influence their target audiences. In fact, travelers spend 5X more time on Facebook than on travel- related apps, sites, and searches and 96 percent of travelers go to Instagram as they imagine all of the destinations they could visit.1

3、 To understand how and why Facebook and Instagram are used to engage travelers, we surveyed more than 600 marketers in travel, across 46 countriesresulting in the most comprehensive research project of travel marketers ever completed. In Sojerns 2019 Report on Facebook and Instagram Advertising for

4、Travel, you will learn: How much budget travel marketers are allocating to Facebook and Instagram compared to other channels Which ad formats are the most effective for which marketing objectives How Facebooks ad products are solving for key challenges faced by travel marketers across the path to pu

5、rchase Introduction1 Facebook IQ, 20163The 2019 Report on Facebook and Instagram Advertising for Travel How Travel Marketers Allocate Spend Across DigitalThe State of Travel Advertising Spend Across Facebook and InstagramFacebook and Instagram Are Essential for Travel MarketersThe Facebook and Insta

6、gram Ad Formats Winning in 2019Key Challenges for Travel MarketersGetting the Most Out of Facebook Across the Path to PurchaseExecutive SummaryAbout SojernMethodology4612202531414445The 2019 Report on Facebook and Instagram Advertising for Travel4The 2019 Report on Facebook and Instagram Advertising

7、 for Travel How Travel Marketers Allocate Spend Across DigitalChapter 15The 2019 Report on Facebook and Instagram Advertising for Travel Globally, marketers allocated nearly half (47%) of their ad budgets to digital in 2018. But we wanted to dig deeper, to see how travel marketers spend their digita

8、l budgets. The results from our survey revealed that the largest piece of digital budgets are dedicated to Facebook and Instagram, with an additional 7 percent going towards other social platforms (such as Pinterest, Snapchat, and WhatsApp to name a few).*2018 Digital Ad Spend by Digital ChannelMeta

9、searchOTAOther SocialMobileVideoProgrammatic DisplayPrivate MarketplacePaid SearchFacebook and Instagram23%19%12%10%9%9%7%6%5%Approximately what percentage of your digital or your travel clients digital advertising spend was spent across the following types of advertising in 2018? Source: Sojern, 20

10、19*All respondents were asked the same questions and given the option of “other social” to describe all social platforms excluding Facebook and Instagram. We did not specify which social platforms “other social” included. Nor did we ask questions about specific social platforms, channels, or apps th

11、at may have higher regional relevance and adoption, like WhatsApp.6The 2019 Report on Facebook and Instagram Advertising for Travel The State of Travel Advertising Spend Across Facebook and InstagramChapter 2To understand more about the impact of Facebook and Instagram in 2019, and see the nuances o

12、f how each region uses these social platforms, we asked respondents to share how they allocated spend.7The 2019 Report on Facebook and Instagram Advertising for Travel Social media advertising represents the largest portion of digital ad spend for all global marketers in 2018 at 30 percent (with 23

13、percent coming from Facebook and Instagram)and that number will continue to grow.Marina Suberlyak Head of Marketing, North America, Norwegian Airlines“We have definitely put more resources and funds into social mediaFacebook and Instagram specifically, and we intend to use it even more in 2019. Peop

14、le travel because they want to have experiences. It is a social, visual, experiential undertaking, and social media really fits that.”8The 2019 Report on Facebook and Instagram Advertising for Travel 63% of European travel marketers will increase the share of their spend on Facebook and Instagram in

15、 2019making EU the region with the highest anticipated growth.2019 Share of Social Ad Spend, by RegionEULATAMAPACMEUSHow do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising? (Plan on spending more) Source: Sojern, 2019Other SocialFacebook and Instagr

16、am80%60%40%20%0%9The 2019 Report on Facebook and Instagram Advertising for Travel In 2019, more than half of all travel marketers will spend more on Facebook, regardless of vertical. Airline and Cruise verticals (60%) represent the highest percentage of marketers who plan to spend more this year.201

17、9 Share of Social Ad Spend, by VerticalHow do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising? (Plan on spending more) Source: Sojern, 2019Other SocialFacebook and Instagram60%40%20%0%AirlineCruiseAttractionDMOHotelCar Rental10The 2019 Report on Fac

18、ebook and Instagram Advertising for Travel 2019 Percentage Who Plan on Increasing Ad Spend Across Facebook and Instagram, by Size of Advertising BudgetSmall Advertisers44%Mid-Size Advertisers54%Large Advertisers64%Share of Digital Ad Spend for 2018 Across Facebook and Instagram, by Size of Advertisi

19、ng Budget*31% Small Advertisers23% Mid-Size Advertisers18% Large AdvertizersShare of Social Ad Spend, by Size of Advertising Budget*Small Advertisers - Annual advertising budget of less than $50,000Mid-Size Advertisers - Annual advertising budget between $50,000 to $1 millionLarge Advertisers - Annu

20、al advertising budget of more than $1 million11The 2019 Report on Facebook and Instagram Advertising for Travel Though large advertisers only allocated 18 percent of their digital ad spend to Facebook and Instagram in 2018, close to two out of three large advertisers say they plan on spending more o

21、n the social platforms this year. In sharp contrast, a third of small advertisers digital ad spend went to Facebook and Instagram in 2018, while 44 percent are planning to increase that spend. Small advertisers began exploring social earlier because they had a harder time competing in Search. All se

22、gments are now spending the biggest portion of their budgets on social, perhaps due to the fact that Facebook and Instagram released better ad formats and targeting capabilities. Marketers are now able to leverage the platform to achieve multiple marketing objectives such as branding, direct booking

23、s, and loyalty engagement.12The 2019 Report on Facebook and Instagram Advertising for Travel Facebook and Instagram have released several ad products over the years to help travel marketers across multiple objectives. In order to fully understand how travel marketers use these social channels, we as

24、ked about the effectiveness of some of the most popular ad types found on Facebook and Instagram.Facebook and Instagram Are Essential for Travel MarketersChapter 313The 2019 Report on Facebook and Instagram Advertising for Travel Based on our survey, gone are the days when Facebook and Instagram wer

25、e perceived as only useful for branding. Our results indicate that these platforms are successfully used across multiple marketing objectives. Facebook and Instagram ads can be deployed across the buyer journeyhelping to build awareness, consideration, and conversions for travel marketers. Our respo

26、ndents rate them both as most effective for targeting new audiences, with Facebook seen as slightly better for driving reach, brand awareness, and personalization. Due to its visual nature, Instagram is perceived as better for showcasing a property or travel experience.Where Facebook and Instagram A

27、re Most Effective for Travel MarketersWhere is Facebook or Instagram advertising most effective in your marketing strategy? Source: Sojern, 201930%20%10%0%Instagram Ads Most EffectiveFacebook Ads Most EffectiveTargeting New AudiencesDriving Reach and Brand AwarenessPersonalizing Messages and Promoti

28、onal OffersDriving Direct BookingsShowcasing My Property or Travel ExperienceRetargeting Users from My SiteEngaging Loyalty Members14The 2019 Report on Facebook and Instagram Advertising for Travel Where Travel Marketers Find Facebook Most Effective, by RegionWhere is Facebook advertising most effec

29、tive in your marketing strategy? Source: Sojern, 201930%40%20%10%0%Driving Direct BookingsRetargeting Users from My SiteEngaging Loyalty MembersShowcasing My Property or Travel ExperiencePersonalizing Messages and Promotional OffersDriving Reach and Brand AwarenessTargeting New AudiencesLATAMEUUSMEA

30、PACOn average one in three Asia Pacific (APAC) travel marketers cite Facebook as most effective for driving reach and brand awarenesswith the majority coming from Australia (35%) and least from Indonesia (21%).15The 2019 Report on Facebook and Instagram Advertising for Travel Where Travel Marketers

31、Find Facebook Most Effective, by VerticalWhere is Facebook advertising most effective in your marketing strategy? Source: Sojern, 2019Driving Direct BookingsRetargeting Users from My SiteEngaging Loyalty MembersShowcasing My Property or Travel ExperiencePersonalizing Messages and Promotional OffersD

32、riving Reach and Brand AwarenessTargeting New Audiences50%30%40%20%10%0%AirlineCar RentalCruiseAttractionDMOHotelEvery vertical ranks targeting new audiences as the most effective use for Facebook. Airline marketers are most likely to use Facebook for targeting new audiences (46%), while Hotel marke

33、ters rank the effectiveness for new audiences lowest at 31%. 16The 2019 Report on Facebook and Instagram Advertising for Travel The larger the advertiser, the more they cite Facebook for being effective for targeting new audiences, with 37% for large advertisers versus 24% for small advertisers.Wher

34、e Travel Marketers Find Facebook Most Effective, by Size of Advertising BudgetWhere is Facebook advertising most effective in your marketing strategy? Source: Sojern, 2019Driving Direct BookingsRetargeting Users from My SiteEngaging Loyalty MembersShowcasing My Property or Travel ExperiencePersonali

35、zing Messages and Promotional OffersDriving Reach and Brand AwarenessTargeting New Audiences40%30%20%10%0%LargeMediumSmall17The 2019 Report on Facebook and Instagram Advertising for Travel Where Travel Marketers Find Instagram Most Effective, by RegionWhere is Instagram advertising most effective in

36、 your marketing strategy? Source: Sojern, 2019Driving Direct BookingsRetargeting Users from My SiteEngaging Loyalty MembersShowcasing My Property or Travel ExperiencePersonalizing Messages and Promotional OffersDriving Reach and Brand AwarenessTargeting New Audiences40%30%20%10%0%MEEUAPACUSLATAMAll

37、regions consistently rank Instagram most effective for targeting new audiences and driving reach and brand awareness, with Latin America (LATAM) leading the former at 32% and the Middle East (ME) leading the latter at 35%. 18The 2019 Report on Facebook and Instagram Advertising for Travel Where Trav

38、el Marketers Find Instagram Most Effective, by VerticalWhere is Instagram advertising most effective in your marketing strategy? Source: Sojern, 2019Driving Direct BookingsRetargeting Users from My SiteEngaging Loyalty MembersShowcasing My Property or Travel ExperiencePersonalizing Messages and Prom

39、otional OffersDriving Reach and Brand AwarenessTargeting New Audiences40%30%20%10%0%CruiseAirlineCar RentalAttractionHotelDMOAcross all verticals, Instagram is rated most effective for targeting new audienceswith the highest percentage coming from the Airline and Cruise verticals, both at 38%.19The

40、2019 Report on Facebook and Instagram Advertising for Travel Where Travel Marketers Find Instagram Most Effective, by Size of Advertising BudgetWhere is Instagram advertising most effective in your marketing strategy? Source: Sojern, 2019Driving Direct BookingsRetargeting Users from My SiteEngaging

41、Loyalty MembersShowcasing My Property or Travel ExperiencePersonalizing Messages and Promotional OffersDriving Reach and Brand AwarenessTargeting New Audiences40%30%20%10%0%LargeMediumSmallFor small advertisers, Instagram is seen as effective for many reasons; whereas, more than one out of three (37

42、%) large advertisers rate it as effective for targeting new audiences.20The 2019 Report on Facebook and Instagram Advertising for Travel As new formats become available, many marketers plan to increase usage of Video Ads, Facebook Dynamic Ads for Travel, and Facebook Stories. Our survey dove into th

43、e formats travel marketers anticipate using in 2019.Facebook and Instagram Ad Formats Winning in 2019Chapter 421The 2019 Report on Facebook and Instagram Advertising for Travel How Travel Marketers Are Using and Anticipate Using Facebook and Instagram AdsThe increase in advertising through video on

44、social platforms may not come as a surprise to many travel marketers, especially with Facebooks continued effort to add new features for Stories across their entire platform (Facebook, Instagram, Messenger, and WhatsApp). Facebooks Chief Product Officer, Chris Cox, has shared that “the Stories forma

45、t is on a path to surpass feeds as the primary way people share things with their friends sometime next year.”How Travel Marketers Are Using and Anticipate Using Facebook and Instagram Ads0%20%40%60%80%Facebook AdsInstagram AdsWhich types of social advertising are you currently using in 2018 and/or

46、considering using in 2019? Which types of digital video advertising are you currently using in 2018 and/or considering using in 2019? Source: Sojern, 2019Video Ads on FacebookFacebook Dynamic Ads for TravelInstagram StoriesVideo Ads on InstagramFacebook StoriesNot FamiliarDont Currently Use or Plan

47、on Using ThisPlan on Using in 2019Using in 2018Because videos so easily tell the story of travel, 60% plan to use Facebook videos in 2019, an increase from the 57% who already used them in 2018. However, we see greater growth with Instagram videos56% plan to use Instagram videos in 2019, increased f

48、rom the 43% who report using them in 2018.22The 2019 Report on Facebook and Instagram Advertising for Travel Which types of social advertising are you currently using in 2018 and/or considering using in 2019? (plan on using in 2019) Which types of digital video advertising are you currently using in

49、 2018 and/or considering using in 2019? (plan on using in 2019) Source: Sojern, 2019Facebook AdsFacebook Dynamic Ads for TravelFacebook StoriesInstagram AdsInstagram StoriesVideo Ads on FacebookVideo Ads on InstagramLATAMAPACMEUSEU2019 Social Ads, by Region80%60%40%20%0%In 2018, 79% of ad spend was allocated to Facebook Ads, and that number will continue to rise, with 65% of travel marketers reporting they plan to spend more on Facebook Ads in 2019. Todays travel marke