Snap Inc. has announced the launch of Dynamic Travel Ads, a new ad product for advertisers in the travel industry, just in time for the summer travel season. It is a significant category expansion for Snap’s Dynamic Ads offering and is uniquely positioned for travel and tourism advertisers including hotels, airlines, and online travel agencies.
The social media platform says it will serve the most relevant ads to “Snapchatters” interested in travel, whom it claims are 37 per cent more likely to book travel after seeing an advertisement.
Snap said key benefits to brands tapping Dynamic Travel Ads include:
- Advanced audience targeting based on a Snapchatter’s travel intent and backed by local relevance.
- Locally relevant campaign delivery to serve airlines, hotels, online travel agencies and tours based on popularity, leveraging the platform’s rich visitation data
- A customized catalog setup built to meet the needs of travel advertisers, with relevant product feed attributes specific to these businesses.
Snapchat says the ads have a number of unique benefits for travel advertisers including targeting according to a Snapchatter’s interest in travel and locally relevant campaign delivery using the company’s visitation data.
Etihad Airways, one of their advertising partners in MENA, saw reduced cost per flight search fourfold using the dynamic ads product and was able to achieve a 307 per cent increase in ROAS (return on advertising spend) as well as a 76 per cent decrease in cost per purchase compared to their non-dynamic campaigns.
Phil Dodwell, marketing media lead for Etihad, said, “ We were able to maximize relevance by matching customers to specific destinations, dramatically improving performance metrics across the booking funnel in the process.”
He added: “The prospecting solution in particular is currently the best-in-class catalog solution for dynamic travel ads on social, and we are extremely pleased with the results we have been able to achieve. We look forward to building on this approach in Q2 and beyond.”
Sharon Silverstein, head of U.S. verticals at Snap Inc, said, “Snapchatters are a particularly salient audience for the industry, with many eager and more likely to travel than users of other platforms.”
The company says 76 per cent of Snapchatters are making plans or have already returned pre-pandemic travel behavior. It adds that the platform has more than 600 million monthly active users and 332 million daily active users.