Travel brands are using mobile advertising to reach the right consumers at the right place and time – no matter where they are in the world. Millennial Media features a spotlight on mobile travel trends.

1. Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.™)
SPECIAL
TRAVEL
REPORT
JULY 2012

2. Travel Industry: Mobile Advertising Trends
JULY 2012
This special S.M.A.R.T. report focuses on mobile advertising trends within the travel industry. We highlight what travel brands are doing on
mobile, which travel audiences are resonating with brand advertisers, how vacationers are consuming content, what travel-centric purchases mobile
users are making, and how travel brands can evolve their mobile advertising strategies moving forward. From booking agents and sites to hotels,
resorts, cruise lines, airlines, tourist attractions, tourism boards, regional transit companies, and rental car companies, a wide variety of travel brands are
using mobile advertising to reach and engage their customers.
Top 10 Global Brand Advertising Verticals Vertical Growth
Ranked by Spend Year-Over-Year Spend – Q1 2012/Q1 2011
CHART A CHART B
RANK CATEGORIES VERTICALS GROWTH
1 TELECOMMUNICATIONS
2 FINANCE SPORTS 287%
3 TRAVEL
4 RETAIL & RESTAURANTS NEWS 261%
5 ENTERTAINMENT TRAVEL 200%
6 CPG/FMCG
7 EDUCATION CPG/FMCG 179%
8 PORTALS & DIRECTORIES
9 AUTOMOTIVE HEALTH: FITNESS & WELLNESS 111%
10 DATING
Source: Millennial Media, Q1 2012. Source: Millennial Media, Q1 2012.
Insights:
Travel was the number three vertical on the Top 10 Global Brand How Vacationers are Using Smartphones & Tablets
Advertising Vertical ranking (Chart A). While present among the Percent of Respondents
top verticals throughout 2011, travel advertisers were CHART C
particularly active in Q1 as they targeted mobile users with Checking Personal Email 85%
post-holiday getaway ideas and travel deals.
GPS/Maps 67%
Spending among travel advertisers grew 200% year-over-year in
Q1 2012 (Chart B). Campaigns purchased by booking agents Keeping in Touch with those Back Home 67%
and sites, hotels, resorts, cruise lines, airlines, tourist attractions, Searching for Local Restaurants or Attractions 62%
regional transit companies, and rental car companies all
contributed to this growth. For a more detailed breakout of the Posting Photos/Status Updates to Social Media 58%
types of travel advertisers running mobile advertising
Entertainment while on Vacation 55%
campaigns, see Chart A on page 3. (at the Beach, in a Hotel, etc.)
Entertainment while Traveling
According to eMarketer data, vacationers stay connected (on a plane, in the car, etc.) 54%
through their smartphones and tablets and access a wide Checking Work Email 29%
variety of content (Chart C). While most check personal email,
two-thirds also access GPS and map content and keep in touch Making Reservations for Restaurants or Attractions 27%
with those back home. They search for local restaurants and
attractions, make reservations, and use their devices for Checking in at an Airport Ahead of Time 23%
entertainment purposes. With such heavy mobile consumption,
the opportunity for advertisers to reach consumers – Source: eMarketer, March 2012.
particularly during peak vacation periods – is great.
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3. Travel Industry: Mobile Advertising Trends
JULY 2012
Travel Vertical Mix Travel Campaign Goals
CHART A CHART B
3% 2% 2%
9%
9%
BOOKING AGENTS & SITES SUSTAINED INMARKET
HOTELS, RESORTS & CRUISE LINES 11% PRESENCE
11% 57% AIRLINES SITE TRAFFIC
TOURIST ATTRACTIONS & 62% REGISTRATIONS
DESTINATIONS BRAND AWARENESS
REGIONAL TRANSIT 16% INCREASED FOOT TRAFFIC
18% BUSES & TRAINS
RENTAL CARS
Source: Millennial Media, Q1 2012. Source: Millennial Media, Q1 2012.
Data is based on the Top 250 Campaigns on Millennial Media’s Platform in Q1 2012.
Insights:
Booking Agents & Sites accounted for 57% of the REACHING TRAVEL
travel campaigns run with Millennial Media in Q1 AUDIENCES
(Chart A). Travel advertisers leveraged mobile to
Advertisers leveraging
promote getaway specials and trip ideas for spring
Millennial Media’s travel
break and summer holidays.
audiences were
Hotels, Resorts, and Cruise Lines made up 18% of all 3X MORE LIKELY
travel campaigns in Q1 (Chart A). In anticipation of the to target business travelers
summer travel season, a number of campaigns than vacationers.
focused on brand awareness, while campaigns Source: Millennial Media, Q1 2012.
designed to drive immediate reservations allowed
consumers to make reservations and book travel
directly from custom mobile sites and apps.
Sustained In-Market Presence was the number one
campaign goal, representing 62% of the Travel
Campaign Goal Mix (Chart B). A number of advertisers SEE HOW
ran application download campaigns to encourage
adoption of their booking and travel planning apps.
TRAVEL BRANDS
ARE SUCCEEDING
To encourage customers to complete their
reservations directly through custom mobile sites,
IN MOBILE
16% of campaigns focused on Site Traffic as a
campaign goal; while just 9% of campaigns focused Download campaign summaries from
on driving broader brand awareness – a common Westin Hotels, JetBlue Airlines and more
goal among travel & tourism boards (Chart B). at www.millennialmedia.com/brands.
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4. Travel Industry: Mobile Advertising Trends
JULY 2012
Post-Click Campaign Action Mix
CHART A
60%
TRAVEL ADVERTISERS
50% 59% ALL ADVERTISERS
40%
42%
30%
34%
20%
22%
20% 21% 19% 21%
18%
10% 17% 15%
2% 2%
7% 7% 7% 9% 9%
0%
APPLICATION ENROLL/JOIN/ mCOMMERCE MOBILE SOCIAL PLACE CALL RETAIL SITE SEARCH STORE LOCATOR WATCH VIDEO
DOWNLOAD SUBSCRIBE MEDIA PROMOTION
Source: Millennial Media, Q1 2012.
Data is based on the Top 250 Campaigns on Millennial Media’s Platform in Q1 2012.
Insights:
Application Download represented 59% of the Post-Click
Campaign Action Mix for Travel Advertisers (Chart A). With 16
million consumers booking travel on their mobile devices (see
box on right), and 36 million researching travel options, travel
brands have good reason for wanting a persistent presence
REACHING TRAVELERS
on consumers’ mobile devices. By using mobile advertising to AT ALL STAGES OF
drive downloads of their apps, travel advertisers have ensured
they are top of mind and can provide consumers easy access
THE PURCHASE FUNNEL
to research and booking tools when they need them. In 2012, 16 million
consumers are expected to
Mobile Social Media represented 20% of the Post-Click book travel on their
Campaign Action Mix for Travel Advertisers in (Chart A). By smartphones, with 36 million
driving mobile users to social media outlets, travel advertisers researching travel.*
encouraged these consumers to engage with their brands
and provide feedback on their services. Mobile ads help drive these
direct bookings. Broader
awareness campaigns enable
travel brands to expand their
DID YOU KNOW? customer base. Retargeted
campaigns can reach those
Consumers purchase a variety of goods and services on
that have already
their smartphones. 29% of those who have made a
downloaded an app or
purchase on their smartphone have booked hotel
engaged with an ad to build
reservations, 24% have booked rental cars and 24% have
loyal brand advocates.
purchased airline tickets directly from their mobile device.
Source: comScore, 2011. *Source: eMarketer, April 2012.
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5. Summary & Reporting Methodology
JULY 2012
About Millennial Media
Millennial Media is the leading independent mobile advertising platform company. Our technology, tools and services help
app developers and mobile website publishers maximize their advertising revenue, acquire users for their apps and gain
insight about their users. We offer advertisers significant audience reach, sophisticated targeting capabilities and the ability to
deliver rich and engaging ad experiences to consumers on their mobile connected devices.
Visit www.millennialmedia.com for more information.
About S.M.A.R.T.™
The Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ delivers regular insights on key trends in mobile
advertising based on actual campaign and platform data from Millennial Media.
Visit www.millennialmedia.com/mobile-intelligence to sign up to receive Millennial Media-related news including the
Mobile Mix™ report, the Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.)™ report, and the Mobile Intel Series.
For questions about the data in this report, or for recommendations for future reports,
please contact us at research@millennialmedia.com.
©2012 Millennial Media, Inc. All rights reserved. All product names and images are trademarks or registered trademarks of their respective owners.
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