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Facebook Dynamic Travel Ads will drive bookings but Google will continue to dominate travel ad spend
09 March 2017 (Edited )
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Skift has released a new report entitled A Deep Dive into Facebook's Impact on Travel.

Some key points:

  • Facebook's USP for travel lies in its ability to retarget consumers and deliver visual, in-app ads to its enormous user base.
  • Facebook's new Dynamic Travel Ads should be able to build brand loyalty and increase travel conversions across devices.
  • Facebook should continue to grow travel market share.
  • But Google will remain dominant in travel advertising because purchase intent is inherent in search.
  • Both Facebook and Google should benefit from the continued shift of advertising to digital.
  • In the travel vertical, Google does best at driving clicks to sites, while Facebook plays more of an inspirational role.

The full report is available from Skift for US$295.

- David

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