DISPLAY ADVERTISING INDUSTRY REPORT 2016 US Travel AD INTELLIGENCE U.S. TRAVEL 2016 TABLE OF CONTENTS Executive Summary Expedia Top Creatives Top Publishers, Mediators, Campaigns TripAdvisor Top Creatives Top Publishers, Mediators, Campaigns Priceline Top Creatives Top Publishers, Mediators, Campaigns BookingBuddy Top Creatives Top Publishers, Mediators, Campaigns TravelZoo Top Creatives Top Publishers, Mediators, Campaigns Key Findings DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 2 U.S. TRAVEL 2016 EXECUTIVE SUMMARY By the beginning of 2016, the U.S. travel industry will have spend $4.58 billion on digital advertising, a 15.4% increase in growth from the $4.20 billion spent in the previous year, with display advertising accounting for $1.6 billion of that total.* And as the growth rates continue to rise in the upcoming years, it is imperative that Travel CMOs use their display ad budgets wisely. This report seeks to provide Travel CMOs with an overview of the digital advertising strategies of some of the 5 largest travel industry brands: the best performing publishers, highest converting landing pages, campaigns, creatives, and so forth. By the end of this report, we hope you will have a stronger understanding of what it takes to create a successful digital advertising strategy in one of the largest and most promising industries in the world. DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 3 U.S. TRAVEL 2016 EXPEDIA TOP CREATIVES DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 4 U.S. TRAVEL 2016 EXPEDIA* Est. Total Impressions Total Publishers Campaigns Creatives 479M 8,602 1,011 1,041 * figures based on August 2015- November 2015 TOP PUBLISHERS TOP MEDIATORS Publishers SOV (%) Mediators Campaigns SOV (%) http://expedia.com 57.04 CONVERSANT MEDIA 21 37.45 http://kayak.com 17.14 Dotomi (Conversant Media) 20 21.16 http://tripadvisor.com 13.90 DoubleClick 356 12.50 http://xfinity.comcast.net 1.67 Turn 11 9.08 http://mlb.mlb.com 1.14 GOOGLE DISPLAY NETWORK (GDN) 807 6.82 http://cheapflights.com 0.67 COMMISSION JUNCTION (CONVERSANT MEDIA) 10 5.06 http://the-digital-picture.com 0.49 rewardStyle (rewardstyle.com) 1 2.86 http://biddingfortravel.yuku.com 0.48 ValueCommerce (valuecommerce.ne.jp) 13 1.29 http://ezschool.com 0.32 TRACK.GRAPHICBOMB.COM 21 0.70 http://suggest.com 0.28 prf.hn 7 0.64 http://mitbbs.com 0.26 Affiliate Window 6 0.62 http://virtualtourist.com 0.24 t.dgm-au.com 2 0.55 TOP CAMPAIGNS Campaign Name SOV (%) # Pub Vacation Packages: Find Cheap Trips, Deals & Vacations | Expedia 1.70 8 Join the Blue Jays™ on the road | Expedia.ca 1.14 1 Expedia Travel: Vacations, Cheap Flights, Airline Tickets & Airfares 1.72 286 Las Vegas, Clark County - Las Vegas - 229 hotels at the best price - guaranteed 2.00 3 Las vegas - Save on package deals 0.82 1062 DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 5 U.S. TRAVEL 2016 TRIPADVISOR TOP CREATIVES DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 6 U.S. TRAVEL 2016 * TRIPADVISOR Est. Total Impressions Total Publishers Campaigns Creatives 280M 4,210 2,207 7,031 * figures based on August 2015- November 2015 TOP PUBLISHERS TOP MEDIATORS Publishers SOV (%) Mediators Campaigns SOV (%) http://tripadvisor.com 24.40 CONVERSANT MEDIA 205 42.65 http://ask.com 9.90 Dotomi (Conversant Media) 205 21.60 http://bookingbuddy.com 9.34 DoubleClick 1462 20.69 http://boards.cruisecritic.com 9.05 GOOGLE DISPLAY NETWORK (GDN) 1263 11.16 http://onetime.com 4.14 an.yandex.ru 87 1.69 http://nycinsiderguide.com 3.81 rewardStyle (rewardstyle.com) 1 0.74 http://airfarewatchdog.com 3.54 COMMISSION JUNCTION 11 0.59 (CONVERSANT MEDIA) http://expedia.com 3.35 Aggregate Knowledge 1 0.30 http://centurylink.net 2.85 Affiliate Window 2 0.19 http://accuweather.com 2.39 DIRECT 130 0.12 http://kijiji.ca 1.73 Zanox 2 0.09 http://seatguru.com 1.71 api2.adstargeting.com 1 0.06 TOP CAMPAIGNS Campaign Name SOV (%) # Pub TripAdvisor: Read Reviews, Compare Prices & Book 6.74 60 10 beachfront hotels 7.43 5 London Hotel Deals & Hotel Specials in London, England on TripAdvisor 9.90 1 Anaheim Hotel Deals & Hotel Specials in Anaheim, Orange County on TripAdvisor 2.13 14 10 extraordinarily designed hotels 2.34 3 DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 7 U.S. TRAVEL 2016 PRICELINE TOP CREATIVES DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 8 U.S. TRAVEL 2016 * PRICELINE Est. Total Impressions Total Publishers Campaigns Creatives 725M 253 224 656 * figures based on August 2015- November 2015 TOP PUBLISHERS TOP MEDIATORS Publishers SOV (%) Mediators Campaigns SOV (%) http://priceline.com 66.72 CONVERSANT MEDIA 16 53.05 http://kayak.com 15.91 Dotomi (Conversant Media) 15 25.19 http://tripadvisor.com 9.34 DoubleClick 84 8.89 COMMISSION JUNCTION http://target.com 2.66 (CONVERSANT MEDIA) 9 7.21 http://biddingfortravel.yuku.com 1.53 biddingfortravel.com 4 2.27 http://lakesnwoods.com 0.59 GOOGLE DISPLAY NETWORK (GDN) 107 1.72 http://xfinity.comcast.net 0.50 usastar.com 1 0.65 http://pointguardu.com 0.49 Travelzoov (travelzoo.com) 2 0.20 http://armstrongmywire.com 0.48 travelzoo.com 2 0.20 http://cruises.priceline.com 0.43 Xaxis (xaxis.com) 2 0.20 http://rentalcars.com 0.37 DIRECT 18 0.13 http://cincinnatibell.net 0.13 TRACK.GRAPHICBOMB.COM 6 0.09 TOP CAMPAIGNS Campaign Name SOV (%) # Pub Hotels in Orlando, FL | Priceline.com 7.74 3 Hotels in Los Angeles, CA | Priceline.com 6.67 2 Payless Rental Car Deals on Priceline.com 2.66 1 Priceline.com - The Best Deals on Hotels, Flights and Rental Cars. 1.71 61 Hotels in San Francisco, CA | Priceline.com 1.59 1 DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 9 U.S. TRAVEL 2016 BOOKINGBUDDY TOP CREATIVES DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 10 U.S. TRAVEL 2016 BOOKINGBUDDY* Est. Total Impressions Total Publishers Campaigns Creatives 413M 10,427 214 512 * figures based on August 2015- November 2015 TOP PUBLISHERS TOP MEDIATORS Publishers SOV (%) Mediators Campaigns SOV (%) http://tripadvisor.com 64.23 DoubleClick 176 61.20 http://cruisecritic.com 3.06 GOOGLE DISPLAY NETWORK (GDN) 106 30.29 http://priceline.com 1.78 CONVERSANT MEDIA 4 4.62 http://whatscheaper.com 1.66 Dotomi (Conversant Media) 4 2.35 http://hipmunk.com 1.55 CXENSE (cxense.com) 1 1.03 http://airfarewatchdog.com 1.54 DIRECT 17 0.25 http://symbaloo.com 1.48 COMMISSION JUNCTION (CONVERSANT MEDIA) 2 0.09 http://estately.com 1.15 Pubmatic 1 0.07 http://lowcostairlines.com 1.06 ATTAINLIVING.COM 1 0.06 http://cheapflights.com 1.02 hit.trafficholder.com 1 0.01 http://cheaptickets.com 0.97 OPENX 1 0.00 http://cheapassgamer.com 0.79 Right Media Exchange 1 0.00 TOP CAMPAIGNS Campaign Name SOV (%) # Pub Cheap Cruises - Compare Cruise Deals 39.11 4 BookingBuddy - Cheap Cruises - Compare Cruise Deals 27.90 4 BookingBuddy - Cheap Vacations - Compare Vacation Deals 13.53 3994 BookingBuddy - Cheap Vacations - Compare Vacation Deals 12.24 7162 BookingBuddy - Cheap Car Rentals - Compare Rental Car Rates 1.75 1052 DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 11 U.S. TRAVEL 2016 TRAVELZOO TOP CREATIVES DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 12 U.S. TRAVEL 2016 TRAVELZOO* Est. Total Impressions Total Publishers Campaigns Creatives 220M 2,165 173 1,330 * figures based on August 2015- November 2015 TOP PUBLISHERS TOP MEDIATORS Publishers SOV (%) Mediators Campaigns SOV (%) http://kayak.com 66.53 DoubleClick 41.71 35 http://tripadvisor.com 7.36 GOOGLE DISPLAY NETWORK (GDN) 26.53 71 http://dealbase.com 3.60 Dotomi (Conversant Media) 4.75 39 http://zagat.com 3.24 travelzoo.com 4.03 63 http://budgettravel.com 1.81 Travelzoov (travelzoo.com) 4.03 63 http://ask.com 1.59 CONVERSANT MEDIA 3.35 5 http://lasvegasadvisor.com 1.30 pkracv.com 3.34 5 http://cincinnatibell.net 1.05 MEDIAPLEX (CONVERSANT MEDIA) 2.90 35 http://msn.com 0.95 Xaxis (xaxis.com) 2.74 55 http://windstream.net 0.79 Atlas Solutions 2.61 29 http://foxnews.com 0.76 DIRECT 1.61 38 http://travelzoo.com 0.66 Adition Tecnologies AG 1.07 2 TOP CAMPAIGNS Campaign Name SOV (%) # Pub Discount Hotels: Find the Best, Most Affordable Las Vegas Hotels Deals with Travelzoo SuperSearch 23.24 4 Discount Hotels: Find the Best, Most Affordable San Francisco Hotels Deals with Travelzoo SuperSearch 21.99 4 Discount Hotels: Find the Best, Most Affordable Los Angeles 12.83 3 Hotels Deals with Travelzoo SuperSearch Travelzoo | Discount airfare from top airlines with 4.40 1268 SuperSearch Discount Hotels: Find the Best, Most Affordable Hotels 6.30 835 Deals with Travelzoo SuperSearch DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel 13 U.S. TRAVEL 2016 KEY FINDINGS As 2016 approaches, Travel CMOs must be able to meet their KPIs and revenue goals. By discovering what is working best with industry leaders, they can arm themselves with the tools and insights needed to create impactful and successful display advertising campaigns. For example, an in-depth analysis of the travel industry’s creatives and campaigns shows that Direct Response campaigns dominate digital advertising efforts versus Branding campaigns.* Insights such as these can virtually eliminate the need for A/B testing for any Travel CMO. They can immediately discover which publishers have proven be the most effective for their competitors. By knowing this, they can right away reap the benefits and spend the saved budget on extending their reach or outbidding their competitors on top publisher sites. *According to eMarketer, Direct Response campaigns make up 72% of the travel industry’s digital advertising efforts whereas Branding campaigns make up the remaining 28%* If you’re interested in improving your digital advertising strategies and bringing in better results with less spend, we would be more than happy to provide you with a demo of what AdClarity can do for your business.