By returning to the card in many regions, Snapchat seeks to help travel advertisers reach its captive audience with new Dynamic travel ads.
As it sounds, Snap’s Dynamic Travel Ad Match offers from a business product catalog to serve relevant travel destinations for each user, based on the places they visit and the products they’ve seen before.
Explained by Snap:
“Dynamically revisit the hotel features, destinations or flight routes that are most appealing to them already on your site or app.”
Ads use Snap’s pixel tracking to match user behavior, including Snapchat’s internal data and activity tracking.
And with 49 million unique location visitor data listed on Snapmap, Snap is able to provide advanced, locally relevant campaigns to serve hotels, airlines, destinations and tours based on popularity.
The process of creating an updated ad also includes an advanced catalog setup for travel brands, with additional product feed features specific to the travel business. It offers more customization options, enabling enhanced targeting opportunities to ensure that the most relevant ads are displayed to each user.
In beta testing, which has been going on for the past six months, Snap says dynamic travel ads have improved results for Booking.com and Etihad Airways.
“Etihad Dynamic Travel has been able to reduce their search cost by 4x per flight through advertising. In addition, they saw a 307% increase in ROAS and a 76% reduction in cost per purchase compared to their non-dynamic campaigns. “
In addition, Snap says it is adding a new ‘Location Hour’ catalog option to all its dynamic advertising options.
“For many businesses, pricing, availability, or messaging can vary greatly from region to region. Our “location-aware” catalog support allows advertisers to include a latitude / longitude in their catalogs, regardless of whether their message or offer is to their customers, regardless of retailer, auto dealership, hotel chain, or food delivery service. That will be done accordingly. In this world. “
Part of this data is Apple’s ATT tracking prompt, which Snap recently noted affected its results.
Inside Q4 last yearSnap says that Apple’s iOS privacy-related changes have affected advertising partners ‘who prefer low-funnel goals like in-app purchases’, although advertisers who optimize through web-based target-based bids have seen less impact, due to the fact that many of them Had taken Snap Pixel.
“Lastly, first-party integration allows us to create measurement solutions based on advertiser input and connect directly to how our formatting and targeting work so that businesses get the most accurate view of ROI. These allow us to protect the privacy of our community when advertisers’ platforms may be compromised.
Most of the data used to receive dynamic travel ads falls into the next category, but there will be variable levels of influence across different brands and developers depending on whether users want to opt out of tracking.
Nevertheless, the option will provide new opportunities for travel brands and could be a valuable consideration for furthering their efforts in terms of epidemic restrictions.
Dynamic travel ads are available in all regions from today You can learn more about how to set up a dynamic travel campaign Here.
