Market Overview

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

Share:

Today, Taboola, the leading 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.

This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20180726005228/en/

Time of Day Performance for the Travel Vertical Worldwide, Taboola 2017 (Photo: Business Wire)

Time of Day Performance for the Travel Vertical Worldwide, Taboola 2017 (Photo: Business Wire)

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 percent higher CTR in
    Australia than those in black and white, compared to the worldwide
    average of 61 percent 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 percent impression
    rate with a 0.14 percent CTR.
  • Spain - Spain had the most demand for travel content in 2017,
    with an average CTR of 0.15 percent. 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 percent
    higher CTR than close-up images in the UK, compared to the worldwide
    average of 65 percent higher CTR.
  • United States: In the US, early mornings have the highest
    potential, as travel content is high in demand and low in supply.

"The most intuitive place to think about promoting travel opportunities
is usually around search as that's where there is a clear intent for
consumers to look for travel," said Adam Singolda, founder and CEO of
Taboola. "While this is still a very important thing to do, the travel
vertical in search is a very mature business, and perhaps too late to
try and win users' attention. Our new insights demonstrate the
importance of marketers preparing earlier in the year to engage new
users with relevant and exciting travel content. This allows them to
build relationships with those consumers so that they can communicate
directly to them and make relevant and personalized offerings."

For further information on Taboola's travel findings, download the
report here.

About Taboola

Taboola is the leading discovery platform, serving over 450 billion
recommendations of articles, blogs, videos, products and apps to over
one billion unique users every month on thousands of premium sites and
mobile carriers. Publishers, brand marketers, and performance
advertisers leverage Taboola to retain users on their sites, monetize
their traffic, and distribute organic and sponsored content as well as
video to engage high-quality audiences. Partners include: USA TODAY,
Huffington Post, MSN, Business Insider, The Independent, Welt, L'Express
and The Weather Channel. A global company with local service
touchpoints, Taboola is headquartered in New York City with offices in
Los Angeles, London, Tel Aviv, New Delhi, Bangkok, São Paulo, Mexico
City, Berlin, Paris, Beijing, Shanghai, Istanbul, Seoul, Sydney and
Tokyo. Learn more at www.taboola.com
and follow @taboola on Twitter.

View Comments and Join the Discussion!