Pack Your Bags — Vacation Season Is Back The disruption caused by Covid-19 last year forced many brands to shift priorities and either cut back or pause a large percentage of their digital media buys. This was especially true in the hospitality and travel sectors, where US digital travel sales declined by an estimated 45%, according to eMarketer. With the pace of Covid-19 vaccines increasing, many consumers are expressing interest in traveling and attending live events. According to a recent survey, people say tourism, air travel and ‘experiences,’ such as concerts and sporting events, will boom when we return to normal. Additionally, 66% of Americans and 60% of Chinese travelers plan to embrace “bucket list” trips when travel restrictions ease. Not surprisingly, US digital travel sales are expected to increase by 21% in 2021 and almost 50% between 2021 and 2022. 2 Buckle Up Before Your Campaign Takes Flight With the possibility of recovery on the horizon, many advertisers in the travel and hospitality industry are ramping up their media campaigns — especially on video and Connected TV (CTV) — to capture the attention of travelers planning global and regional vacations. 65% of consumers rely on video when booking a trip* Source: Google Before travel advertisers plan for campaigns to take flight, however, a safety check is in order — because a lot has changed in a year. Two big things to think about include: 1. Shifts in the Buying Environment Travel and Hospitality advertisers are increasingly buying programmatically.1 Other industries have delivered Programmatic roughly 86% of their inventory programmatically and 14% via publisher direct buys over the past two years. But this is not the case for travel and hospitality advertisers, whose programmatic impression Programmatic vs. Publisher Direct Spend Across Other Major Verticals Jan. 2019 - Jan. 2021 100% 90% 80% share has shifted from 60% to 90% 70% during the same period. Although 60% this trend toward programmatic buying for travel and hospitality advertisers began in 2019, the graph to the right shows that it became significantly more pronounced in 2020 and into early 2021. This 50% 40% 30% 20% 10% 2019 2019 2019 2019 2020 2020 2020 2020 2021 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 significant change means travel and hospitality advertisers will want to consider how programmatic and publisher direct buys may differ. Publisher Direct Programmatic vs. Publisher Direct Spend Across Travel and Hospitality Jan. 2019 - Jan. 2021 2019 2019 2019 2019 2020 2020 2020 2020 2021 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 1Based on DV client data 3 CTV is booming. CTV views increased by 160% in Q2 2020 when compared with Q2 2019, according to MediaPost. And MediaPost’s data further showed that North America saw a staggering 548% increase in viewership! Add to those numbers that DV/Sapio found roughly half of all consumers report spending more time on CTV devices, and it becomes clear the demand for CTV is skyrocketing. 548% increase in viewership in North America Consumer privacy concerns are paramount. Privacy concerns are not new, but over the past year, increased privacy regulations and cookie deprecation have grabbed headlines. In July of 2020, California implemented CCPA, or the California Consumer Privacy Act. Although CCPA is not as restrictive as GDPR (which became law across Europe in 2018), it requires that users know if personal data is being collected about them, what that data is and if it’s being sold. Google also announced it will phase out all third-party cookies by 2022 Meanwhile, Chrome, Safari and Firefox have all strengthened consumer privacy protection by limiting the amount of data advertisers can collect. Google also announced it will phase out all third-party cookies by 2022, while Apple rendered IDFAs (identifier for advertisers) obsolete when they removed them on iOS 14. 2. The State of Quality Fraudsters have gotten even more creative — especially on emerging channels like CTV. While fraud remains a challenge across the digital ecosystem, several major fraud schemes grabbed headlines in 2021 for targeting CTV. You can read about two of the biggest schemes in Forbes and Bloomberg. 4 Viewability is improving, and user attention is becoming a bigger focus. DV data confirms that viewability is improving (though not at the same rate across all verticals). With advertisers able to confirm their ads have the opportunity to be seen — the first step in making sure your messaging reaches your audience — the industry is talking about the next step beyond viewability: user attention. According to Forbes, “Now that viewability is a standard expectation in the industry, it’s time to move beyond measuring whether an ad was merely seen, and measuring who saw the ad, for how long and what, if any actions they took.” A fast-evolving news cycle has transformed how brands address brand safety and suitability. Brand safety and suitability has transformed in the last year, and navigating unsafe and unsuitable content online can be a minefield for global advertisers. From inflammatory rhetoric to conspiracy theories and fake news, the dynamic and unpredictable nature of content has shifted the way advertisers approach media buys. Ensure Your Campaigns Are Protected and Running At Peak Performance Now that viewability is a standard expectation in the industry, it’s time to move beyond measuring whether an ad was merely seen, and measuring who saw the ad, for how long and what, if any actions they took. - Forbes This guide provides the latest information about the state of media quality in the travel and hospitality industry, considers shifts in buying environment and offers best practices and solutions to maximize the efficiency and effectiveness of your campaigns. 5 WHAT TO KNOW ABOUT FRAUD Fraud continues to be a concern for digital advertisers — and the travel and hospitality industry is a particular target. DV found a 20% higher postbid fraud rate for travel and hospitality advertisers compared with all other major industries between January 2020 and January 2021.* Quick Stats: Fraud Across Travel and Hospitality as Compared With Other Major Verticals 20% higher post-bid fraud rate for travel and hospitality advertisers Source: DV data comparing travel to other major industries between Jan 2020 and Jan 2021 The graphs below provide the difference in fraud rates between travel and hospitality and the average for all other verticals from January 2020-January 2021 — broken down by region and format. +81% +67% Regardless of region or format, travel APAC EMEA and hospitality advertisers need to watch out for fraud. Ad fraud is higher for travel and hospitality clients compared with other industries across EMEA, APAC and the Americas. +16% North America % Difference of Fraud/SIVT Rate for Travel vs. Other Advertisers Jan 2020 - Jan 2021 +50% Driving these fraud rates for travel and hospitality advertisers is bot fraud, which was responsible for more than two-thirds of the overall video fraud across travel and hospitality. This is the highest rate of bot fraud for all verticals. +16% Display Video 6 WHAT TO KNOW ABOUT FRAUD Programmatic Insight Fraud rates are fairly consistent across publisher direct and programmatic buys for all advertisers (they’re just ~2% higher for programmatic). And that’s to be expected — fraud can happen anywhere to anyone, which is why fraud protection is critical throughout the transaction. Creating a Healthy Environment for Media Combating fraud is no small undertaking. While ensuring premium placements and working directly with trustworthy publishers may be part of the equation, this doesn’t guarantee comprehensive protection, and may limit scale. Advertisers should be sure to work with an objective third party to help evaluate, detect and eliminate all manner of fraud within their media buys, including: • General Invalid Traffic (GIVT) • Fraud and Sophisticated Invalid Traffic (SIVT) • Site and app fraud • Injected ads • Bot fraud • Hijacked devices • Datacenter traffic • Emulators • Adware and malware It is also important to protect your media buys throughout the transaction — both pre-bid, if buying programmatically, and post-bid. This can help ensure full coverage and significantly reduce the impact of fraud on your media investment. CTV Spotlight As a premium, emerging channel, CTV has not gone unnoticed by fraudsters, who are attracted to premium inventory. Across CTV buys, travel and hospitality sees a 10% higher fraud rate on average than that seen by other verticals. 7 WHAT TO KNOW ABOUT FRAUD When seeking protection for your CTV buys, make sure you consider the following: • Work with a provider who has comprehensive CTV fraud coverage. • Be sure they have demonstrated experience identifying CTV fraud schemes, which often behave differently than standard fraud schemes. • Some providers, like DV, have certification programs for platforms that offer CTV inventory — this is a great way to get insight into whether that provider can properly identify fraud on the inventory they sell. • Recent innovations — what DV calls DV Video Filtering — even allow for blocking on CTV, an environment that typically doesn’t support blocking because VPAID — the blocking standard required for video buys — is not supported on CTV. USE CASE A global tech brand recently implemented DV Video Filtering across their CTV and video campaigns and saw a reduction in both brand safety and fraud incidents, dropping by 72% and 90% respectively. Blocking was also less relied upon, with blocks for fraud and brand safety dropping 97% and 65% respectively. Decrease In Incidents After Implementing DV Video Filtering 72% Drop in Brand Safety Incidents 90% Drop in Fraud Incidents Decrease In Blocking After Implementing DV Video Filtering 65% Drop in Blocks for Brand Safety 97% Drop in Blocks for Fraud 8 WHAT TO KNOW ABOUT VIEWABILITY While viewability rates are inching up overall, the viewability rates for travel ads lag behind the other major verticals. Between January 2020 and January 2021, display viewable rates were 6% lower for travel advertisers when compared with other industries, and video viewable rates were 7% lower, on average.* Additionally, video viewable rates for travel advertisers declined quarterover-quarter throughout 2020. As of January 2021, the video viewable rate for travel advertisers was 15% lower than it was for other verticals. -15% video viewability rates for travel and hospitality compared with other verticals Source: DV data between Jan 2020 and Jan 2021 Quick Stats: Viewability Rates Across Travel and Hospitality as Compared With Other Major Verticals The graphs to the right provide the difference in viewability rates between Viewability Rates for Travel vs. Other Major Verticals - Display Jan 2020 - Jan 2021 Viewability Rates for Travel vs. Other Major Verticals - Video Jan 2020 - Jan 2021 travel and hospitality and the average APAC EMEA North America APAC EMEA North America for all other verticals from January +11% 2020-January 2021 — broken down by region and format. Viewability rates for travel and hospitality advertisers are declining across video in every region — APAC, EMEA and North America. Although display viewability is moderately up in EMEA, globally, display views are down on both desktop and mobile web inventory. -11% Viewability is often considered a brand awareness metric, which can cause direct response advertisers to overlook it. -5% -7% -10% -15% *Based on DV data during the time span from January 2020-January 2021 The 12 verticals referred to and used as comparisons in the guide are Automotive, Consumer Packaged Goods, Education, Entertainment, Financial Services, Health & Pharma, Media & Sports, Other, Retail & Restaurants, Technology, Telecommunications and Travel 9 WHAT TO KNOW ABOUT VIEWABILITY Programmatic Insight Viewability is generally higher on programmatic inventory across verticals, but for travel and hospitality advertisers, it’s lower. This may be because it is less of a priority for direct-response focused advertisers like those in the travel and hopsitality sector. But even for direct response campaigns, viewability can and should be a factor; it lays the groundwork for success. After all, there’s not much value in an ad that can’t be seen. CTV Spotlight Currently, there is no agreed-upon standard for viewability on CTV. Across other video placements, the IAB standard has generally been adopted, which calls for 50% of an ad’s pixels to be in view for at least two seconds. Some may think that viewability is not a concern on CTV given its large-screen format. Surprisingly, DV data shows that for many top apps, 50% of ad impressions drop before reaching the first quartile. While advertisers may not be able to look at exactly the same metrics on CTV as they do on other video buys, it is possible to provide metrics that offer a proxy for viewability on CTV. DV’s Fully On-Screen Measurement provides advertisers with insights into metrics such as how long a CTV ad was played, whether the ad was displayed on the entire screen and whether or not the TV was turned on. All of these can help significantly improve the impact of CTV ads. User Attention Spotlight Advertisers who want to take a step beyond viewability can now look at user-attention metrics to help gauge performance. DV Authentic Attention™ is a privacy-friendly, cookieless solution that measures user attention across engagement (how a user interacts with an ad) and exposure (how the ad is displayed on the page). We analyzed DV Authentic Attention™ metrics for travel brands and found that, as with viewability, there’s opportunity for travel and hospitality advertisers to improve. Of our 12 advertiser verticals, travel had the lowest overall Exposure Index and second-to-lowest Engagement Index, with only CPG trailing.* *Based on DV data during the time span from January 2020-January 2021 The 12 verticals referred to and used as comparisons in the guide are Automotive, Consumer Packaged Goods, Education, Entertainment, Financial Services, Health & Pharma, Media & Sports, Other, Retail & Restaurants, Technology, Telecommunications and Travel 10 WHAT TO KNOW ABOUT BRAND SAFETY & SUITABILITY Brand safety and suitability incidents rose throughout 2020 as a result of volatile news cycles. For example, DV found that following the murder of George Floyd, Hate Speech more than doubled across the U.S., Germany, 82% France and the U.K. in June 2020 as compared with May 2020. Critically, brand safety and suitability incidents have a big impact on higher brand suitability violation rate across travel and hospitality ads compared with other verticals consumer attitudes. Seventy-four percent of consumers say brands need to prevent their ads from appearing beside hate speech, according to eMarketer data. And a DV/Sapio survey further shows over two-thirds of consumers would stop using a brand if they ran along unsafe or unsuitable content. +52% APAC +87% EMEA +88% North America Brand Safety Violation Rate for Travel vs. Other Major Verticals By Device Jan 2020 - Jan 2021 +105% +79% +41% Quick Stats: Brand Safety Violation Rates Across Travel and Hospitality as Compared With Other Major Verticals The graphs above and to the left show a regional and device-specific breakdown of brand suitability violation rates compared with the average for all other verticals from Jan 2020-Jan 2021. Desktop Mobile App Mobile Web 11 WHAT TO KNOW ABOUT BRAND SAFETY & SUITABILITY The brand suitability violation rate for travel and hospitality didn’t simply increase year-over-year — it increased consistently across regions and devices compared with other verticals. Travel and hospitality advertisers often have stringent brand safety and suitability settings, especially if they are catering to younger audiences and families. Compared with the average rate seen across other verticals, travel advertisers saw an 82% higher brand suitability violation rate* between January 2020 and January 2021. Programmatic Insight Programmatic is great for driving performance, but there can be brand safety and suitability concerns, which are particularly pronounced across travel and hospitality campaigns. Across all advertisers, DV saw a 4% higher brand safety violation rate on programmatic buys than on publisher direct buys from January 2020 through January 2021. For travel and hospitality advertisers, however, there were 153% more brand safety violations on programmatic buys than publisher direct buys during the same period. That means programmatic buys had more than twice the brand safety violations than publisher direct. But this doesn’t mean that programmatic buying should be avoided — it simply means that advertisers need to make sure they have the right controls in place both pre- and post-bid to protect their brand regardless of the buying modality. How to Keep Your Brand Safe Without Limiting Scale Taking a nuanced approach to brand safety and suitability helps advertisers maintain brand equity without potentially missing opportunities to connect with their audiences. Implementing best practices with a brand suitability profile and leveraging brand safety tools — such as inclusion/exclusion lists, semantic category avoidance, custom brand categories, keyword lists and exceptions — gives advertisers a valuable competitive advantage that allows for scale and protection and eliminates spend on blocked impressions that create no value for the advertiser. Terminology: Brand Suitability Incident & Block Rates The overall Brand Suitability Violation Rate is the combination of incidents and blocks. The Brand Suitability Incident Rate records instances of ads being served on sites or apps, or adjacent to content that does not meet a brand’s suitability parameters. Not all advertisers choose to block all brand suitability violations — they may be more interested in simply gaining transparency into incidents and using this data to inform their media strategy. When ads are blocked, this is called the Brand Suitability Block Rate.. *Based on DV data during the time span from January 2020-January 2021 The 12 verticals referred to and used as comparisons in the guide are Automotive, Consumer Packaged Goods, Education, Entertainment, Financial Services, Health & Pharma, Media & Sports, Other, Retail & Restaurants, Technology, Telecommunications and Travel 12 WHAT TO KNOW ABOUT BRAND SAFETY & SUITABILITY Further, DV’s Authentic Brand Safety targeting is the industry’s first solution that aligns pre-bid targeting with post-bid brand safety settings. With Authentic Brand Safety targeting, advertisers can create a centralized set of brand safety and fraud controls, and automatically deploy these controls across your programmatic buying platforms and campaigns. USE CASE A well-known hospitality brand leveraged DV’s Authentic Brand Safety targeting and saw an 80% decrease in their overall block rate. By avoiding non-brand safe inventory before the bid, the brand realized an estimated media savings of about 15%. 80% Decrease in Overall Block Rate 15% Increase in Estimated Media Savings CTV Spotlight Although it’s still early days for brand safety on CTV, there are steps that can be taken to make sure ads run against safe and suitable content. DV’s industry-first CTV inclusion/exclusion lists allow advertisers the ability to choose the apps that align with their brand values and avoid the ones that don’t. And, this year, DV will introduce additional app-level and content-level classifications for even greater transparency into the overall content and programming on CTV. 13 Privacy-Friendly Ways to Drive Performance Privacy concerns and regulations — along with the deprecation of thirdparty cookies — are changing the way travel and hospitality advertisers target and measure campaign performance. As a result, many advertisers are reconsidering contextual targeting as a way to drive performance without relying on third-party cookies. But contextual targeting has changed since the early days of the Internet. 69% of consumers are more likely to look at an ad if it is relevant to the content they’re reading Source: DV/Sapio With today’s semantic science technology, contextual targeting goes beyond keyword analysis, allowing advertisers to reach audiences that are highly relevant to their specific messaging and standards. For example, DV’s Custom Contextual solution offers custom segments based on over 430 IAB categories as well as seasonal, behavioral and dynamic categories to fit brand-specific needs. Advertisers can choose from travel-specific categories like “Summer Vacations,” “Travel Tips,” “Road Trips,” “Travel Safety” and much more. Let’s Plan Together for Clear Skies Ahead As we look ahead to a brighter future where travel and entertainment are once again commonplace, it’s important to take proper safety precautions. Just as all travelers will expect higher standards to ensure their well-being, digital advertisers will want to ensure the quality and standards of their marketing outreach. Preparing to face the challenges of fraud, viewability, brand safety and suitability and privacy regulations will make sure travel and hospitality advertisers — and their audiences — have a smooth flight ahead. LEARN MORE If you’d like to learn more about DV’s solutions please contact Sales@DoubleVerify.com 14 ©2021 DoubleVerify. All rights reserved. This document contains proprietary information of DoubleVerify and is protected by copyright and other state and federal laws.
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