In the whirlpool of travel marketing’s post-pandemic shuffle, Connected TV (CTV) has
barged in like a dapper chap at a black-tie affair, promising a splash of innovation and a
hefty dose of opportunity. As travel brands emerge from the chaos of COVID like weary
explorers, CTV is proving to be far more than just another fleeting gimmick - CTV advertising is a veritable game-changer in the realm of performance marketing.
Stick around as we delve into why CTV is captivating the travel industry’s collective imagination and how it could be your ticket to uncharted success.
The Streaming Renaissance: Why CTV?
Gone are the days when TV advertising was a high-stakes gamble of forking out a small
fortune for broadcast slots and crossing your fingers. Today, CTV is the new kid on the
block, perched at the crossroads of luxury and necessity, offering a direct line to audiences who aren’t just passively watching but actively engaged. Nielsen’s data reveals that streaming now reigns supreme as the top channel for TV consumption in the U.S., leaving social media, gaming, and music in its wake. It’s not just about making an appearance; it’s about making an entrance.
The allure of CTV lies in its ability to deliver an immersive, full-screen experience with ads that refuse to be skipped. eMarketer reports that U.S. adults are more attentive to
streaming TV ads than any other media channel, which is like finding a pot of gold at the
end of the digital rainbow for travel marketers. CTV isn’t merely a channel; it’s the channel where attention is the new currency.
From Pixels to Passports: Travel Brands Embrace CTV
Travel brands are diving into the CTV pool with all the enthusiasm of a tourist spotting a
discount on sun loungers. The days of throwing ads at a wall and hoping something sticks are long gone. Instead, these brands are harnessing the power of CTV’s data-driven wizardry to craft campaigns that don’t just aimlessly drift but sail straight to their target audience with pinpoint precision.
Gone are the days of scattergun approaches; now, it’s all about laser-focused strategies
that ensure every penny spent is working overtime. From targeting avid golfers to outdoor enthusiasts, the use of granular data allows travel brands to tailor their messaging to those who are most likely to book their next adventure.
But it’s not just about who sees the ad; it’s about how they engage with it. CTV's capabilities allow travel brands to address specific pain points and interests, transforming what could be a generic ad into a personalized invitation to explore. Imagine an ad for a beach resort that not only targets sun-seekers but also highlights the amenities and local experiences that align with their interests.
By doing so, these ads aren’t just a fleeting glance; they offer a compelling narrative that
encourages viewers to imagine themselves in a new destination, thus increasing the
likelihood of conversion.
Moreover, this level of targeted engagement ensures that travel brands don’t just capture attention - they hold it. The precision with which dynamic CTV creatives allow brands to zero in on their ideal audience means that their ads are not just seen but truly noticed. With viewers already engaged in streaming content, the chance of their eyes glazing over is minimal. This ensures that travel brands make the most of their advertising spend, turning a mere glance into a lasting impression and ultimately, a booking.
So, as travel brands navigate this exciting new landscape, they’re not just making waves they’re making a splash in the most effective way possible.
Tailored to Perfection: The Power of Precision
CTV is rewriting the rulebook on advertising precision with the finesse of a bespoke tailor. Unlike traditional digital ads that rely on users actively browsing or risk being intercepted by ad-blockers, CTV engages viewers who are already in the thick of streaming content. This means fewer missed opportunities and more effective engagement - think of it as having your cake and eating it too. The real magic of CTV is in its precision targeting. Travel brands can now connect with viewers based on a rich tapestry of data interests, behaviors, demographics - you name it.
Whether you’re promoting sun-drenched beaches or thrilling mountain adventures, CTV
ensures your message lands with those most likely to be interested. It’s not just about
showing up; it’s about making sure you show up where it counts. This level of precision doesn’t just improve targeting; it revolutionizes it. With CTV’s immersive environment, free from the usual digital distractions, brands are discovering new ways to engage their audience and achieve their advertising goals with unparalleled effectiveness. It’s like having a GPS for your marketing strategy - right down to the zip code.
The Science of Engagement: Measuring Success
One of CTV’s standout features is its ability to provide real-time performance data and
automate optimizations with all the ease of a Sunday stroll. Travel brands can set their A/B tests and let the platform do the heavy lifting, making manual adjustments a thing of the past.
Take VISIT FLORIDA’s recent campaign, which teamed up with Origin to showcase CTV’s
prowess. This campaign was a masterclass in precision marketing, using dynamic native
content powered by Origin Slingshot and sophisticated targeting to captivate potential travelers. From sun-soaked beaches to theme park thrills and outdoor escapades, the strategy was designed to resonate with a diverse audience interested in Florida’s offerings.
The results were nothing short of spectacular. VISIT FLORIDA saw a dazzling 73% lift in
travel intent and a 16.2% increase in ad recall.
By harnessing Origin’s expertise, the campaign was optimized in real-time, ensuring every ad hit its mark with the precision of a Swiss watch. This success story demonstrates how CTV’s advanced targeting and measurement capabilities can turn casual viewers into enthusiastic explorers, proving that a strategic approach can elevate CTV advertising to impressive new heights.
Embracing the Future: CTV’s Expanding Role
As we forge ahead, CTV’s role in travel marketing will continue to evolve, driven by its
unique strengths in addressable targeting, precise measurement, and creating a premium environment that builds trust. The future of travel advertising isn’t just on the horizon; it’s already here, powered by CTV’s transformative potential.
For travel brands, the message is crystal clear: If you’re not incorporating CTV into your
marketing strategy, you’re missing out on one of the most potent tools in the modern
advertising arsenal. With its ability to deliver high engagement, precise targeting, and
impressive ROI, CTV is not just another channel; it’s a catalyst for revolutionizing travel
marketing.
So, as you navigate the ever-changing marketing landscape, consider CTV your trusty
compass, guiding you toward new and exciting horizons in travel advertising. It’s the savvy marketer’s secret weapon, ready to help you chart a course to success in this brave new world.
And remember, in the grand adventure of marketing, CTV is the ticket that’s worth its weight in gold.
To see more examples of weather-based dynamic CTV creatives - click here.
To learn more or to schedule a call with one of our travel advertising specialists - click here.
Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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