2019年旅游营销广告报告（英文）

The 2019 Report on Facebook and Instagram Advertising for Travel State of the Industry Perspectives from600+ Travel Marketers Around the WorldWith close to three billion monthly users across Facebook and Instagram—and the ability for travel marketers to offer visually engaging ads—it is fair to say there is a massive opportunity for travel marketers to reach and influence their target audiences. In fact, travelers spend 5X more time on Facebook than on travel- related apps, sites, and searches and 96 percent of travelers go to Instagram as they imagine all of the destinations they could visit.1 To understand how and why Facebook and Instagram are used to engage travelers, we surveyed more than 600 marketers in travel, across 46 countries—resulting in the most comprehensive research project of travel marketers ever completed. In Sojern’s 2019 Report on Facebook and Instagram Advertising for Travel, you will learn:• How much budget travel marketers are allocating to Facebook and Instagram compared to other channels• Which ad formats are the most effective for which marketing objectives• How Facebook’s ad products are solving for key challenges faced by travel marketers across the path to purchase Introduction1 Facebook IQ, 20163The 2019 Report on Facebook and Instagram Advertising for Travel How Travel Marketers Allocate Spend Across DigitalThe State of Travel Advertising Spend Across Facebook and InstagramFacebook and Instagram Are Essential for Travel MarketersThe Facebook and Instagram Ad Formats Winning in 2019Key Challenges for Travel MarketersGetting the Most Out of Facebook Across the Path to PurchaseExecutive SummaryAbout SojernMethodology4612202531414445The 2019 Report on Facebook and Instagram Advertising for Travel4The 2019 Report on Facebook and Instagram Advertising for Travel How Travel Marketers Allocate Spend Across DigitalChapter 15The 2019 Report on Facebook and Instagram Advertising for Travel Globally, marketers allocated nearly half (47%) of their ad budgets to digital in 2018. But we wanted to dig deeper, to see how travel marketers spend their digital budgets. The results from our survey revealed that the largest piece of digital budgets are dedicated to Facebook and Instagram, with an additional 7 percent going towards other social platforms (such as Pinterest, Snapchat, and WhatsApp to name a few).*2018 Digital Ad Spend by Digital ChannelMetasearchOTAOther SocialMobileVideoProgrammatic DisplayPrivate MarketplacePaid SearchFacebook and Instagram23%19%12%10%9%9%7%6%5%Approximately what percentage of your digital or your travel client's digital advertisingspend was spent across the following types of advertising in 2018?Source: Sojern, 2019*All respondents were asked the same questions and given the option of “other social” to describe all social platforms excluding Facebook and Instagram. We did not specify which social platforms “other social” included. Nor did we ask questions about specific social platforms