Analyzing Over 8 Billion Impressions, Global Data from Taboola Reveals Untapped Opportunities for Travel Marketers

Jul 26, 2018


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Taboola, a discovery platform, released its global travel report to help marketers understand their competitive advantage and opportunities on the open web. Based on over 8 billion impressions and over 8 million clicks, Taboola’s findings show that Wednesday and Friday are the optimal days of the week to promote travel content and that video campaigns with certain types of content are increasingly effective for travel campaigns. More in-depth data is revealed when looking at specific countries and how people look to discover stories in the travel category.

There is also opportunity for travel marketers to better target audiences during the day. While content is high during traditional business hours 9 a.m. to 3 p.m., consumer demand begins a bit earlier at 7 a.m. and stays high until 5 p.m. As a part of this study, Taboola found that not only is video a better format for travel marketers, but that specific topics within the video drive viewability and completion rates.

Taboola also analyzed country-specific travel trends. Key findings include:

  • Australia: Images in color generate a 100% higher CTR in Australia than those in black and white, compared to the worldwide average of 61% higher.
  • Brazil: Travel marketers in Brazil running an article post-click should test driving to a video, as the demand is very high and the supply is very low.
  • France: In France, Sundays are the day with the highest potential, as demand for travel content is very high and supply is very low.
  • Germany: Travel marketers in Germany running a campaign on desktop devices should consider testing mobile devices, as the demand is similar to desktop and the supply is less competitive.
  • Mexico: In Mexico, Sundays are the day with the highest potential, as demand for travel content is high and supply is low. Mexico is also second in line in regards to being exposed to the most travel content worldwide; the country has a 12.05% impression rate with a 0.14% CTR.
  • Spain - Spain had the most demand for travel content in 2017, with an average CTR of 0.15%. Travel marketers in Spain running an article post-click should test driving to a video, as the demand is very high and the supply is very low.
  • United Kingdom: Images at a distance generate a 285% higher CTR than close-up images in the UK, compared to the worldwide average of 65% higher CTR.
  • United States: In the US, early mornings have the highest potential, as travel content is high in demand and low in supply.

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