Sojern2019年旅游营销广告报告英文2019647页

The2019ReportonFacebookandInstagramAdvertisingforTravelStateoftheIndustryPerspectivesfrom600+TravelMarketersAroundtheWorldWithclosetothreebillionmonthlyusersacrossFacebookandInstagram—andtheabilityfortravelmarketerstooffervisuallyengagingads—itisfairtosaythereisamassiveopportunityfortravelmarketerstoreachandinfluencetheirtargetaudiences.Infact,travelersspend5XmoretimeonFacebookthanontravel-relatedapps,sites,andsearchesand96percentoftravelersgotoInstagramastheyimagineallofthedestinationstheycouldvisit.1TounderstandhowandwhyFacebookandInstagramareusedtoengagetravelers,wesurveyedmorethan600marketersintravel,across46countries—resultinginthemostcomprehensiveresearchprojectoftravelmarketersevercompleted.InSojern’s2019ReportonFacebookandInstagramAdvertisingforTravel,youwilllearn:•HowmuchbudgettravelmarketersareallocatingtoFacebookandInstagramcomparedtootherchannels•Whichadformatsarethemosteffectiveforwhichmarketingobjectives•HowFacebook’sadproductsaresolvingforkeychallengesfacedbytravelmarketersacrossthepathtopurchaseIntroduction1FacebookIQ,20163The2019ReportonFacebookandInstagramAdvertisingforTravelHowTravelMarketersAllocateSpendAcrossDigitalTheStateofTravelAdvertisingSpendAcrossFacebookandInstagramFacebookandInstagramAreEssentialforTravelMarketersTheFacebookandInstagramAdFormatsWinningin2019KeyChallengesforTravelMarketersGettingtheMostOutofFacebookAcrossthePathtoPurchaseExecutiveSummaryAboutSojernMethodology4612202531414445The2019ReportonFacebookandInstagramAdvertisingforTravel4The2019ReportonFacebookandInstagramAdvertisingforTravelHowTravelMarketersAllocateSpendAcrossDigitalChapter15The2019ReportonFacebookandInstagramAdvertisingforTravelGlobally,marketersallocatednearlyhalf(47%)oftheiradbudgetstodigitalin2018.Butwewantedtodigdeeper,toseehowtravelmarketersspendtheirdigitalbudgets.TheresultsfromoursurveyrevealedthatthelargestpieceofdigitalbudgetsarededicatedtoFacebookandInstagram,withanadditional7percentgoingtowardsothersocialplatforms(suchasPinterest,Snapchat,andWhatsApptonameafew).*2018DigitalAdSpendbyDigitalChannelMetasearchOTAOtherSocialMobileVideoProgrammaticDisplayPrivateMarketplacePaidSearchFacebookandInstagram23%19%12%10%9%9%7%6%5%Approximatelywhatpercentageofyourdigitaloryourtravelclient'sdigitaladvertisingspendwasspentacrossthefollowingtypesofadvertisingin2018?Source:Sojern,2019*Allrespondentswereaskedthesamequestionsandgiventheoptionof“othersocial”todescribeallsocialplatformsexcludingFacebookandInstagram.Wedidnotspecifywhichsocialplatforms“othersocial”included.Nordidweaskquestionsaboutspecificsocialplatforms,channels,orappsthatmayhavehigherregionalrelevanceandadoption,likeWhatsApp.6The2019ReportonFacebookandInstagramAdvertisingforTravelTheStateofTravelAdvertisingSpendAcrossFacebookandInstagramChapter2TounderstandmoreabouttheimpactofFacebookandInstagramin2019,andseethenuancesofhoweachregionusesthesesocialplatforms,weaskedrespondentstosharehowtheyallocatedspend.7The2019ReportonFacebookandInstagramAdvertisingforTravelSocialmediaadvertisingrepresentsthelargestportionofdigitaladspendforallglobalmarketersin2018at30percent(with23percentcomingfromFacebookandInstagram)—andthatnumberwillcontinuetogrow.MarinaSuberlyakHeadofMarketing,NorthAmerica,NorwegianAirlines“Wehavedefinitelyputmoreresourcesandfundsintosocialmedia–FacebookandInstagramspecifically,andweintendtouseitevenmorein2019.Peopletravelbecausetheywanttohaveexperiences.Itisasocial,visual,experientialundertaking,andsocialmediareallyfitsthat.”8The2019ReportonFacebookandInstagramAdvertisingforTravel63%ofEuropeantravelmarketerswillincreasetheshareoftheirspendonFacebookandInstagramin2019—makingEUtheregionwiththehighestanticipatedgrowth.2019ShareofSocialAdSpend,byRegionEULATAMAPACMEUSHowdoyouanticipateyouraddollarswillbeallocatedin2019acrossthefollowingtypesofadvertising?(Planonspendingmore)Source:Sojern,2019OtherSocialFacebookandInstagram80%60%40%20%0%9The2019ReportonFacebookandInstagramAdvertisingforTravelIn2019,morethanhalfofalltravelmarketerswillspendmoreonFacebook,regardlessofvertical.AirlineandCruiseverticals(60%)representthehighestpercentageofmarketerswhoplantospendmorethisyear.2019ShareofSocialAdSpend,byVerticalHowdoyouanticipateyouraddollarswillbeallocatedin2019acrossthefollowingtypesofadvertising?(Planonspendingmore)Source:Sojern,2019OtherSocialFacebookandInstagram60%40%20%0%AirlineCruiseAttractionDMOHotelCarRental10The2019ReportonFacebookandInstagramAdvertisingforTravel2019PercentageWhoPlanonIncreasingAdSpendAcrossFacebookandInstagram,bySizeofAdvertisingBudgetSmallAdvertisers44%Mid-SizeAdvertisers54%LargeAdvertisers64%ShareofDigitalAdSpendfor2018AcrossFacebookandInstagram,bySizeofAdvertisingBudget*31%SmallAdvertisers23%Mid-SizeAdvertisers18%LargeAdvertizersShareofSocialAdSpend,bySizeofAdvertisingBudget*SmallAdvertisers-Annualadvertisingbudgetoflessthan$50,000Mid-SizeAdvertisers-Annualadvertisingbudgetbetween$50,000to$1millionLargeAdvertisers-Annualadvertisingbudgetofmorethan$1million11The2019ReportonFacebookandInstagramAdvertisingforTravelTh