INFOGRAPHIC: Facebook’s Role in Travel Advertising

By David Cohen 

TravelAdvertisingInfographicTeaser650Aside from shopping, the holiday season is also a peak travel time, and Expedia Media Solutions, Expedia’s ad-sales unit, looked at how the industry should approach 2015 from an advertising standpoint.

The takeaways from Expedia Media Solutions were:

  • The fastest growth will come from social and video commercial channels.
  • In 2013, the number of travelers who used online video for planning increased 10 percent year-over-year.
  • Social and video ad budgets will nearly triple between 2011 and 2014, accounting for 18 percent of all digital dollars.
  • 84 percent of travel advertisers are currently using or experimenting with Facebook page photos or link photos.
  • 68 percent of travel advertisers say Facebook ads are at least moderately effective, while 53 percent rank Foursquare as the least effective form of social advertising.
  • 46 percent of ad buyers find social extremely or very effective for generating brand awareness.
  • In the coming year, 30 percent of advertisers plan to experiment or adopt Twitter‘s lead-generation cards, while 28 percent will look to Google Plus or Pinterest.
  • 33 percent of advertisers are currently using targeting or retargeting technologies, while 12 percent of advertisers are currently experimenting with these methods.