Attracting potential travelers is a constant balancing act for advertisers. Travelers draw inspiration from myriad channels and visit dozens of websites on average before purchasing, so as digital devices and platforms proliferate, choosing where to allocate advertising bandwidth is becoming more challenging.
Travelers tend to be early digital adopters, and their embrace of advertising in growing channels such as mobile and digital video is further proof. For example, tablet and smartphone click shares for paid search ads in the travel and leisure category have increased more than 60% between Q2 2012 and Q2 2013, according to The Search Agency’s “State of Paid Search Report—Q2 2013.” Read the rest at eMarketer.
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