US Opens Travel Right Before the Holidays: Here’s what that means for advertisers
Published: October 26, 2021
The Biden Administration is lifting the US travel ban in 33 countries on November 8th - right in time for the holidays! All travelers must show proof of vaccination and will need to provide a negative COVID test within three days of traveling to America.
People are itching to travel to the United States since the ban was set in early 2020, whether to visit family, attend a long-awaited event, or simply to have a nice vacation. According to a study conducted by Rakuten Advertising in August, 50% of consumers plan on traveling during the holidays with 31% planning to travel more this season than in 2019. The study also found that travelers are waiting until the last minute to finalize their trips and are actively seeking out incentives.
Here is what this means for advertisers.
Tourists are an effective audience to reach with outdoor media. The Harris Poll and OAAA “Consumer Insights & Intent” study released earlier this year reported a heightened receptivity to OOH messaging post-lockdown that increases interest in outdoor dining or activities, which tourists are likely to frequent. The study also mentioned that travelers are highly expected to take in their new surroundings, with 71% noticing OOH ads when visiting a new city or town. Out-of-home advertising offers a unique opportunity to be present throughout the tourist’s trip, guiding them in their decision-making while leaving a lasting impression.
Out-of-home is the perfect advertising tool as travelers make their way outside, from the airport, in the taxi, to the hotel and sweeping city streets - DOOH hits every part of the travel journey.
With programmatic technology, brands can deliver dynamic, up-to-the-minute, personalized content and messaging, offering a sensory experience to consumers across over 500,000 real-time connected digital screens.
Advertisers can narrow in on specific audience segments (i.e., travelers) using advanced targeting parameters and robust planning tools and continue that engagement on different platforms. For example, if a brand advertised outside of an airport, the travelers that were exposed to their DOOH advertising can be retargeted on their mobile devices. Advertisers can use unique offers or reminders when travelers pass a specific location and even create more touchpoints with additional DOOH venue types.
Tourists are eager to experience new and exciting attractions, and DOOH is the perfect medium to capture their attention and encourage interaction. For example, Hong Kong Tourism Board launched a creative, artistic campaign to promote their Hong Kong Art Month in 2019. They created a full in-train campaign with QR codes that commuters could use to scan with their mobile devices and play AR games centered on various Hong Kong cultural themes. This encouraged passengers, especially tourists, to visit the Hong Kong attractions.
The desire for holiday travel as well as screen fatigue will drive people away from their devices and out of their homes. There is no better time to captivate and engage audiences with relevant and targeted messaging that cannot be blocked, skipped, or overlooked. Programmatic DOOH offers larger-than-life screens throughout the traveler's journey with measurable results. So, what are you waiting for? If you're ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at firstname.lastname@example.org.
Written By: Julia Cramer
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