Sojern：2019年拉丁美洲旅行廣告報告(英文版)(19頁).pdf

1、The 2019 Latin America Report on Travel Advertising State of the Industry Perspectives from Travel Marketers Around the World The 2019 Latin America Report on Travel Advertising2 To understand more about the state of the industry, Sojern surveyed over 600 travel marketers who lead marketing in 46 co

2、untries around the worldresulting in the most comprehensive research project of travel marketers ever completed, State of the Industry: The 2019 Report on Travel Advertising. Latin America is the fourth largest regional online market, behind Asia, Europe, and Africa.1 The increase of mobile phones a

3、nd tablets accounts for some of the growth in online traffic, as Latin Americans use mobile phones most frequently for browsing the internet.2 In 2018, 68% of the population across Latin America and the Caribbean was connected to a mobile network, and that number will increase to 74% by 2025, closin

4、g the gap on the developed market average (87%).3 Additionally, a wider variety of mobile plans are providing access to lower socioeconomic levels. The number of households across the region connected to the internet grew by 103% between 2010 and 2016. And there is still substantial room for growth.

5、4 This online growth has shifted the digital media landscape and changed the way travel marketers communicate with their audiences. Digital marketing is utilized now more than ever in Latin America, accounting for almost half of all travel marketing budgets (45%). Furthermore, 77% of Latin American

6、travel marketers plan on increasing their digital ad spend in 2019. In this regional report, we examine how Latin American travel marketers are allocating advertising budgets across channels, what they find most challenging, and technologies that may impact the future of marketing. The digital adver

7、tising ecosystem grows increasingly complex for travel marketers. 1 Statista, 2018 2 Forbes, 2017 3 GSMA, 2018 4 ECLAC, 2019 The 2019 Latin America Report on Travel Advertising3 Percentage Who Plan on Increasing Ad Spend in 2019 Digital77% Other46% Out of Home35% Television34% Print26% Radio21% Digi

8、tal Print Television Out of Home Radio Other 45% 15% 15% 14% 9% 3% The State of Travel Advertising Spend in Latin America Four Latin American countries rank in the top 10 worldwide for “time per day spent using the internet”. Brazil is second on the list (nine hours, 29 minutes) followed by Colombia

9、 (ranking fourth), Argentina (seventh), and Mexico (ninth). All are well above the worldwide average of six hours, 42 minutes.5 As internet penetration and smartphone adoption increases, online travel activity throughout the region also grows. Online accounted for 37% of all bookings in Latin Americ

10、a in 2018, and that number will increase to 43% by 2021.6 How do you anticipate your ad dollars will be allocated in 2019 across the following media? Source: Sojern, 2019 Approximately what percentage of your/your travel clients advertising dollars was spent across the following media channels in 20

11、18? Source: Sojern, 2019 2018 Ad Spend Brands are making digital marketing an integral part of their media strategy to better connect and engage with consumers across all channels.7 Digital advertising represented the largest portion of ad spend for Latin American marketers last year at 45%. That nu

12、mber will only grow as more people access the internet; in fact, three in four (77%) travel marketers plan to spend more on digital this year. Major drivers for this online growth will be Mexico, Brazil, and Colombia. Mexico allots 46% of their spend to digital, 51% goes to digital in Brazil, and 57

13、% in Colombia. 5 Hootsuite, 2019 6 Phocuswright, 2019 7 Forbes, 2017 The 2019 Latin America Report on Travel Advertising4 25% 18% 11% 11% 10% 8% 7% 6% 5% Facebook and Instagram Paid Search Programmatic Display Video Private Marketplace Mobile Other Social OTA Metasearch In 2018, social media spend r

14、epresented the largest portion (32%) of digital spend, with 25% coming from Facebook and Instagram, and 7% from other social. Travel advertisers are responding to the modest, but consistent, rise in the use of Facebook among consumers. ComScore numbers from July 2017 to February 2018 show that Faceb

15、ooks audience of unique users grew in 5 major Latin American markets: Peru (10%), Chile (5%), Mexico (3%), Brazil (2%), and Argentina (2%). Instagram also grew in Peru (24%), Mexico (12%), Brazil (10%), Argentina (3%), and Chile (2%). Facebook is Percentage who Plan on Increasing Digital Ad Spend in

16、 2019, by Digital Channel Facebook and Instagram61% Mobile56% Other Social49% Video47% Private Marketplace41% Programmatic Display41% Paid Search40% Metasearch33% OTA32% How do you anticipate your ad dollars will be allocated in 2019 across the following types of advertising? (Plan on spending more)

17、 Source: Sojern, 2019Approximately what percentage of your digital/travel clients digital advertising spend was spent across the following types of advertising in 2018? Source: Sojern, 2019 2018 Digital Ad Spend, by Digital Channel still the most utilized social media chanel in Latin America for tra

18、vel marketers and continues to grow over 2019.8 Of digital ad spend, a quarter goes to Facebook when averaging the entire Latin American region, but there are small nuances by country, with Brazilian and Colombian travel marketers spending the least at 19% and 18% respectively. 8 Americas Market Int

19、elligence, 2018 The 2019 Latin America Report on Travel Advertising5 Sojerns Mexico Travel Insights 2018 Top Originations (Search and Booking) DomesticNorth AmericaLatin AmericaAsia PacificEurope Mexico CitySan FranciscoBogotSeoulMadrid GuadalajaraChicagoBuenos AiresSingaporeBarcelona MonterreyHoust

20、onLimaTokyoParis 2018 Top Destinations In Mexico (Search and Booking) DomesticNorth AmericaLatin AmericaAsia PacificEurope Mexico CityCancunCancunCancunCancun CancunLos CabosMexico CityMexico CityMexico CIty GuadalajaraPuerto VallartaPlaya del CarmenLos CabosGuadalajara Domestically travelers in Mex

21、ico are looking to stay in Mexico City above any other in country destination. However, Cancun is the favorite destination among international travelers. This may point to the divide between business and leisure: Cancun is continuing to attract tourists to relax on its pristine beaches, while locals

22、 are heading to the capital to conduct meetings. The 2019 Latin America Report on Travel Advertising6 Mexico Travel Search and Booking Lead Times 6190 Days 815 Days3160 Days91+ Days 07 Days1630 Days Search Lead Times Booking Lead Times 18% 18%11%16%21%13%23% 9%13%19%12%29% Source: Sojern, 2019 Data

23、drawn from both domestic and international travel. 811 Days 12+ Days 03 Days47 Days Trip Duration Search Trip Duration Booking 33% 44%32%11%14% 46%10%12% Source: Sojern, 2019 Data drawn from both domestic and international travel. Search and booking stay consistent regardless of lead time. However,

24、those travelers who plan 91+ days out have slightly more variance in their search and booking behavior, as almost a third (29%) of travelers search 91+ days out while under a fourth (23%) book 91+ days out. Overall, this is on trend with the majority of global travelers. A third (33%) of travelers s

25、earch for trips only 0-3 days, while a full 44% actually book them. Conversely, nearly half (46%) of travelers search for 4-7 day travel and only one third (32%) book them. There is no clear variance between search and booking behavior for longer lead times (8-11 and 12+ days). The 2019 Latin Americ

26、a Report on Travel Advertising7 When searching, 48% of domestic travelers are on mobile while 52% are on desktop. However, when booking, only 27% remain on mobile while 73% book on desktop. When searching, 41% of international travelers are on mobile, while 59% are on desktop. And when booking the s

27、ame shift is made24% book on mobile while 76% do so on desktop. Desktop Mobile DomesticInternational 48% 41% 52% 59% Desktop Mobile DomesticInternational 27% 24% 73% 76% Device Search Device Book Source: Sojern, 2019 Source: Sojern, 2019 The 2019 Latin America Report on Travel Advertising8 Successfu

28、l Digital Advertising Channels in the Latin America Dont Currently Use or Plan on Using Plan on Using in 2019 Used in 2018 0% 20% 40% 60% 80% 100% Pinterest Ads Snapchat Ads Twitter Ads Instagram Stories Facebook Stories Facebook Dynamic Ads for Travel Instagram Ads Facebook Ads Which types of socia

29、l advertising are you currently using in 2018 and/or considering using in 2019? Source: Sojern, 2019 How Travel Marketers Are Using and Anticipate Using Social Ads Social media is more intertwined in the daily lives of Latin Americans than digital consumers elsewhere. In fact, this channel is emergi

30、ng as a more important avenue for reaching customers than direct email marketing, depending on the device.9 Given the usage of these platforms in Latin America, brands should use them to build a presence that will enable it to engage with consumers throughout the purchase journey. 9 Forbes, 2017 The

31、 2019 Latin America Report on Travel Advertising9 Facebook Travel Ads offers marketers the option to be more relevant for customers through personalization. And travel marketers are increasingly using the ad format, with ad spend growing from 52% in 2018 to 65% this year. Alternatively, Facebook Ads

32、 will be used substantially less this year. In Latin America, 85% of travel marketers used them in 2018 while only 66% plan to use them this year. Advertisers have more channel options like programmatic, video, Instagram, as well as Facebook Travel Ads to reach potential customers. Travel marketers

33、also plan to increase their use of other popular social channel advertisements from 2018 to 2019 (Instagram Stories from 49% in 2018 to 53% in 2019 and Snapchat Ads from 33% in 2018 to 40% in 2019). The 2019 Latin America Report on Travel Advertising10 Latin American marketers use video campaigns to

34、 build brand trust and improve social media engagement. Consumers in Latin America want to see, not read. An incredible 62% of Hispanic consumers say they prefer videos when asked what kind of content they like to see from a brand they supporta clear indication of why two of three travel marketers p

35、lan to use Facebook, Instagram, and YouTube video ads in 2019, and why 17% of marketers in Latin America say video content is their top priority.10 Perhaps the desire consumers have for visuals over reading is why we see the biggest year-over-year increase is in the use of Instagram stories. In Lati

36、n America, 50% of travel marketers used Instagram videos in 2018, while 67% are using this year. 0% 10% 20% 30% 40% 50% 60% 70% 80% CTVOther Sites/ Networks Mobile Video Ads InstagramYouTubeFacebook Dont Currently Use or Plan on Using Plan on Using in 2019 Used in 2018 Which types of digital video a

37、dvertising are you currently using in 2018 and/or considering using in 2019? Source: Sojern, 2019 How Travel Marketers Are Using and Anticipate Using Digital Video Ads 10 WX Digital Agency, 2019 The 2019 Latin America Report on Travel Advertising11 Falling in line with global trends, Latin American

38、marketers believe that Facebook and Instagram are the best channels for both brand building and direct response. They find more value in branding on these channels (77%) than in direct response (64%). This indicates that these channels are a great way to reach consumers across the path to purchase.

39、Latin American and other travel marketers across the globe agree that paid search follows Facebook and Instagram as the second most effective way to reach customers for branding (35%) and direct response (36%). Branding Direct Response 0% 50% 40% 30% 20% 10% 60% 70% 80% MetasearchOther Social Mobile

40、Private Marketplace Programmatic Display VideoPaid Search Facebook and Instagram Whats best for branding or direct response? Source: Sojern, 2019 Whats Best for Direct Response or Branding The 2019 Latin America Report on Travel Advertising12 51% Ensuring Brand Safety Driving Direct Bookings Underst

41、anding How to Use My Customer Data More Effectively Targeting Travelers During a Specific Point Along Their Path to Purchase Managing Pricing and Profitability Across My Distribution and Marketing Partners Managing Integrated Campaigns Across Google, Facebook, and Other Media Partners Keeping up wit

42、h the Fast-Paced Advertising and Technology Landscape Reaching New Travel Audiences Achieving ROI and Profitability Targets for My Advertising Investments Proving Incrementality Delivering Personalized Ads and Offers in Real-Time 50% 49% 49% 47% 46% 45% 45% 43% 42% 39% Top Marketing Challenges How c

43、hallenging would you describe each of these common travel marketing challenges? (Percentage of respondents who selected “very/ extremely challenging”) Source: Sojern, 2019 Challenges Faced and Metrics Used in Latin America Globally, 58% of large advertisers said delivering personalized ads and offer

44、s in real-time was their top marketing challengeand Latin American travel marketers agree, with 51% saying personalization is their top challenge. As personalization is increasingly important in the travel space, those marketers who get it right will win the hearts, minds, and wallets of travelers.

45、A surprising 77% have chosen, recommended, or paid more for a brand that provides a personalized service or experience11 and 47% of travelers say personalized ads save them time and effort.12 11 Skift, 2017 12 Facebook IQ, 2016 “Personalization across multiple customer touch points has always been t

46、he goal for travel marketers. Its not just a better brand experience, its the difference between winning or losing the booking.” Kurt Weinsheimer Chief Solutions Officer The 2019 Latin America Report on Travel Advertising13 57% Incrementality Brand Lift Cost per App Install Loyalty Program Opt-ins o

47、r Email Collection Customer Lifetime Value (LTV) ROAS/ROI Click-Through Rate (CTR) Social Media Mentions Cost per Booking Traffic to My Website 56% 41% 39% 35% 31% 29% 28% 23% 12% Metrics Travel Marketers Use to Measure Their Ad Effectiveness Which of the following metrics are you currently using to

48、 measure the effectiveness of your marketing investments? Source: Sojern, 2019 Globally, marketers report their top metrics to measure ad campaign effectiveness include traffic to their website and cost per booking Latin American travel marketers agree. Latin American travel marketers place a greate

49、r importance on brand lift metrics when compared to global trends. Of those surveyed, 23% of Latin American marketers said they use brand lift to measure the effectiveness of an ad, while just 19% view brand awareness as an effective measurement globally. The 2019 Latin America Report on Travel Advertising14 As travel marketers look for new ways to engage with consumers, we