Keeping Brands on TV in a Digital Marketing World

Nowadays, in various social media platforms, travel advertisements can be seen wherever the content is viewed, they try and attract different kind of audiences. Travel brands are looking at the rise of streaming media and other digital platforms and changing their company’s marketing budget as consumer behavior changes, but some have not slowed down their investment in traditional television content. Global companies like TripAdvisor and Expedia’s Trivago will invest millions of dollars in television advertising this year, some of which are the most well-known TV ads in certain markets, especially with Trivago. Tourism brands are still obsess on TV and seeing the value of advertising for that media, and then re-adjusting TV content for other platforms.

No one would suspect that advertising spending is shifting from television to digital media. Most of the digital advertising expenditure is due to the monopoly of Google and Facebook. Brand advertising on these two channels is directly connected with OTA and Google to attract the same audience and get reservations.

And with the popularity of smart phones, we believe that mobile terminals in digital media will soon become the first choice for brands to catch the attention of consumers. Isn’t that the travel brands should give up TV and only vote for digital media? 

The answer is negative. Tourism brands need to diversify their advertising efforts in order to establish direct contact with travelers at all stages of travel. Besides, the "classic" marketing channel is revitalizing. Although TV has lost its former advantages, the effectiveness of TV is still on the breadth of its reach, especially for popular brands. TV and streaming media are often used to locate audiences and are more efficient than before. Broadcast media is more attractive to audiences than digital ads which are blocked or scrolled through. Even for the young consumers, we also found that streaming media reaches better.

In addition, Tourism Australia is a pioneer standing out from the traditional media, and uses social media influencers and generate content of users across digital platforms. They found that in social media marketing, young ambassadors and carnivals and other methods have less influence than they expected. Instead, in a more direct way, through streaming media to demonstrate their loyal customers, use their content to tell the destination story seeing more success.

Implantation of advertising has now penetrated many platforms, such as games, live software, or short videos of fun. In China, a lot of marketing happens in the live broadcast, just like a very hot APP named Douyin. It's a short video of only a dozen seconds, but it can infect viewers and spread ads through this very creative platform. China mobile video subscribers are expected to reach 525 million in 2017. In the future, short video will be the most mainstream form on the Internet.

Douyin with Airbnb, Chevrolet, Harbin Beer created a new video game of the original ecology, a total of Kai audio brand video advertising debut. The headline united with Nielsen to conduct research on Airbnb’s advertisements, and the results were stunning. Airbnb advertising effectiveness

• Brand recognition and participation enhancement rates were as high as over 200%

• Outperformed the travel industry video advertising performance by an average of 4 times

• Airbnb brand preference up to 89.2% increase

Brand cooperation with the world of young people nowadays, just like the Australian goal, they said: We will launch more youth ambassadors and do more with them to attract young audiences to Australia.

We’ll be rolling out more youth ambassadors and doing more with them to attract younger audiences to Australia.

I think we’ll continue to experiment with influencers but right now we’re seeing more success in a more direct way by going to our loyal customers and using their content to tell our story.

These young people in Douyin are the influence of the new era. They use their brain holes to attract more fans to follow them. The television screen is to watch advertisements, and the online video advertisements are more vivid and impressive. Under such a large user, Douyin will works with more and more brands and helps them in advertisements. Relying on these energetic young people, we have reason to believe that Douyin will soon open the door to the new world, allowing more brands to join in and achieve the ultimate advertising effect.

Source: https://skift.com/2017/09/29/travel-cmos-weigh-keeping-brands-on-tv-in-a-digital-marketing-world/