Snap Inc. has today launched a new ad product, Dynamic Travel Ads, which enables travel brands to seamlessly create a variety of ads based on their product offerings.
Snapchat will then serve the most relevant ads to interested Snapchatters, who as a group are 37% more likely to book travel after seeing an advertisement.
This is a significant category expansion for the company’s Dynamic Ads offering and is positioned for travel and tourism advertisers including hotels, airlines, and online travel agencies.
Snap Inc.’s head of travel, EMEA, Amber Sayer, commented: “The launch of Dynamic Travel Ads underpins our focus to optimise reach and drive conversions for hotels, airlines, travel, and tourism advertisers on Snap. We know that our audience are eager and avid travellers who are highly engaged with travel brands through our platform. As the summer holiday season approaches we look forward to working with our Travel partners on this exciting new launch.”
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Etihad’s marketing media lead, Phil Dodwell, said: “With travel demand seeing a continued strong recovery in Q1 2022, we were of course keen to capitalise by converting existing customers and, importantly, acquiring new ones. However, the marketplace for air travel remains highly competitive so ensuring relevance is key.
“By utilising Snapchat Dynamic Ads, we were able to maximise relevance by matching customers to specific destinations, dramatically improving performance metrics across the booking funnel in the process. The prospecting solution in particular is currently the best-in-class catalogue 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.”
Dynamic Travel Ads offer three benefits for advertisers, advanced audience targeting based on a Snapchatter’s travel intent and backed by local relevance, locally-relevant campaign delivery to serve hotels, airlines, destinations, and tours based on popularity, leveraging Snapchat’s rich visitation data, and customised Catalogue setup that’s built to meet the needs of travel advertisers, with relevant product feed attributes that are specific to these businesses.
For travel and tourism partners, the Snapchat audience is highly valuable because they are eager and excited to travel again, 76% of Snapchatters in the US are making plans to or already have returned to their pre-pandemic behaviours.
A GlobalWebIndex study showed that Snapchatters in the US are more likely to travel than users of other platforms. Research conducted showed that these Snapchatters in the US are 37% more likely to book travel after seeing an advertisement.
Since launching in beta last year, the company has seen strong adoption and performance from early test partners, Etihad used Dynamic Travel Ads to drive a 307% increase in ROAS with a 76% decrease in cost per purchase compared to their non-dynamic campaigns.
And overall, Dynamic Travel Ads helped reduce Etihad’s cost per flight search by four times.
In addition, Booking.com leveraged Dynamic Travel Ads to pull images directly from their product catalogue and serve locally relevant listings based on previously-viewed products. The campaign resulted in a 20% lower cost per purchase than other US advertisers.
Dynamic Travel Ads are now available globally to all Snap travel advertisers.