The Top Ten Questions to Ask Your Online Media Agency
By Sara O'Brien Associate Director of Marketing, HeBS Digital | August 10, 2014
In the fast-paced, always-innovating online media space, hotel marketers have a newfound opportunity to invest in higher converting campaigns with increasingly smarter targeting technologies. Today's hotel marketer must have a forward-thinking and hospitality-focused online media partner who can guide them in bringing the most ROIs from this growing and complex channel.
Influenced by unprecedented advancements in technology, display advertising is growing at a staggering 21 percent and is expected to surpass paid search in 2015. Social Media and Online video advertising are also commixing with the display category, and are growing 29 percent and 23 percent respectively (ZenithOptimedia 2014).
While complex on the backend, the newest technologies available in display advertising are surprisingly cost-effective, quick and easy for hoteliers to implement today. Some examples include:
• Smarter Targeting: Extremely intelligent targeting innovations such as Similar Audiences, Retargeting, In-Market Travel Intent Targeting, etc. are released regularly and highly focused options are already available to help hotels reach the most qualified guests who are ready to make a booking.
• Dynamic Rate Marketing (DRM): The latest digital technology and marketing innovations allow hoteliers to feature the property's real-time availability and rates in various marketing initiatives on the top demand aggregator sites and ad networks. This innovation is called Dynamic Rate Marketing (DRM) and can dramatically increase campaign effectiveness and boost conversion rates.
The possibilities for hoteliers in the display space are more exciting and accessible than ever before.