Travel Trends – Stats, Twitter and Expedia Passport Ads

Three-Quarters of the World’s Messages Sent by Mobile – Your answer for the next time someone asks ‘is this relevant to our targets?’

From the article:

As for developed countries, the PC e-mail remains the most popular message method, but its use is waning.

In Japan, 40 out of 100 e-mails sent are from a mobile device. In North America, 69% of those using e-mail on their mobile phone use it daily, high compared with 43% worldwide.

The trend will increase, TNS says, as smartphones such as the popular iPhone enter the marketplace and gain share.

Survey Says Americans Respond to Online Advertising that Tells a Story – Via our friends at the Research Brief, a great study on what type of advertising American’s say appeals to them (individual results may vary).

From the article:

According to a new national study by Opinion Research Corporation, sponsored by Adfusion, American consumers say articles that include brand information is the type of online advertising they’re most likely to read and act upon, compared to banner ads, pop-up ads, email offers or sponsored links, according to a new survey.

Survey respondents rated their likelihood to read and act upon five types of online advertising: banner ads, pop-up ads, e-mail offers, articles that include brand information, and sponsored search engine links. Respondents said they were “very likely” or “somewhat likely” to read and respond to:

  • Articles that include brand information: 51 percent

  • Email offers: 47 percent

  • Sponsored search engine links: 39 percent

  • Banner ads: 25 percent

  • Pop-up ads: 13 percent

Additional data included in the survey:

  • 87% of survey respondents said they were not very likely or not at all likely to read and act upon pop-up ads
  • 56% of households containing three or more people said they are very likely or somewhat likely to read and act upon articles that include brand information
  • 62% of households with 13 to 17 year-old children said they are very likely or somewhat likely to read and act upon articles that include brand information
  • 52% of college graduates said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently (Article) (Survey Report .PDF)

Relevant Advertising With Bucks Off Captures Online Consumers – And more ad research, this time from a recent UK study.

From the article:

According to a new survey by Lightspeed Research and the Internet Advertising Bureau, the online audience wants advertisements that are relevant, useful and incentified with money off, but the results reveal that there are key differences by age group when developing appealing advertising executions. Though the study was completed in the UK, the demographics and response should provide a parallel for US Internet advertising and advertisers.

The survey found that younger audiences are more interested in special offers, the entertainment factor and exclusive information within advertising, says the report. For 45-54 year olds however, ads need to be more relevant and useful to make an impact. And, while money off particularly appeals to 18-35 year olds, with the economy expected to be slow, people of all ages are more likely to be looking for advertising that offers money off. In each case, and for the other age groups in the survey, consumers want online advertisers to understand their needs and devise their creative executions accordingly.

Twitter Confirms Paid Pro Accounts On The Way – For those of you who have always wanted more out of Twitter from a marketing perspective, it looks like your wish has been answered…for a fee.  While Twitter will always offer free accounts to corporate users, these new ‘Pro’ accounts would include enhanced features which, at this time are still unknown.  However, we can speculate that authentication and more powerful tracking / metrics are high on the list.

Expedia Preps Passport Ads – An interesting read from the Behavioral Insider with Doug Miller, vice-president of global media solutions at Expedia.  The summary is that Expedia knows a lot about consumer purchasing patterns prior to the actual conversion of purchasing a flight or booking a hotel room.  Taking that knowledge, they can offer advertisers the opportunity to place their message in front of the consumer at a higher point in the travel planning funnel.  Rather than being the ad on the ‘thinking’ screen of a flight search, based on previous actions, you are now placing your ad in front of the consumer on local hotel review site.

Plus, according to the research above, if that ad is relevant and offers a discount, the clicks should come rolling in.

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