Travel and Tourism Marketing: The Digital Guide

The travel and tourism marketing is rebounding as the industry surges above pre-pandemic levels.

Are you taking advantage of it?

This digital guide to travel marketing gives you everything you need to know before launching a campaign. 

How to Succeed at Travel and Tourism Marketing

Travel books and printed pamphlets are a thing of the past. Now, it’s time to lead with digital tactics.

Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect. 

To reach the modern traveler, brands need to create a seamless experience across digital channels from awareness to check out/visit.

You’ll also need to create a strategic, customized approach to target your optimal audience on the most impactful channels.

Your Guide to Success

Download this guide to learn how to:

  • Leverage the latest travel and tourism marketing trends
  • Create the optimal media mix for your brand with the most impactful channels
  • Implement cookieless solutions to reach your target audience
  • Measure the ROI from omnichannel travel marketing campaigns

Ready to take off?

View and download the guide below!

The Return of Travel and Tourism Marketing

After the tumultuous years of the pandemic, travel and tourism is finally experiencing a surge in demand. Travel digital marketing spend dipped 51% in 2021 but is now growing by 14.2% in 2022. An additional 12.1% increase is expected in 2023, according to eMarketer

Pathmatics Travel and Tourism Marketing Spend Data

What do travel and tourism marketers need to do to prepare for this opportunity?

Lead With Digital Tactics

Travel books and printed pamphlets are a thing of the past. Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect. 

As the saying goes, “not all who wander are lost.” Allow yourself to experiment, becoming smarter by letting continuous learning guide your marketing strategy. The best way to do that is to start with digital, where flexibility and agility allow for quick learnings and pivots.

Digital marketing is the perfect petri dish to test out tactics and creatives before making a major investment. For example, you can run a short-form video ad on social media and identify which creative is performing best. Then, use those creative learnings to inform a more premium CTV placement or Cable TV buy with an added layer of confidence.

Is your travel brand ready for a digital-first marketing strategy?

Here’s your digital housekeeping checklist to prime your digital travel and tourism marketing for success:

High Impact Travel and Tourism Marketing Channels 

When choosing travel marketing channels, consider these four aspects: 

  1. Budget: If budget is limited, maximize spend on fewer channels. If you have more dollars, consider diversifying, testing something new or incorporating premium placements. 
  2. Audience: Identify where your audience is most active and receptive to advertising. 
  3. Customer Journey: Understand how your customers behave, and shape your advertising around their decision making process. 
  4. Storytelling: Include highly visual channels that allow storytelling to tap into their emotions. 

To keep pace with digital-first users, prioritize your digital marketing efforts on these key digital channels: 

Facebook

  • According to Pathmatics data, Facebook is the leading social media channel for Travel/Tourism ad spend. Explore various ad formats to help lead your traveler down the funnel, such as Facebook Lead Ads. Tailor educational resources to unique audience groups to establish trust and consideration. 

Endemic Travel Sites

  • Travel blogs and sites are highly valuable for travel brands. 59% of families use travel websites to plan vacations. Another 13.5% of leisure travelers use travel blogs to plan trips. Use these sites establish brand awareness and trustworthiness among potential travelers. 

User-Generated Content 

  • UGC is used by 58.2% of travelers for planning leisure travel. Word of mouth is, and always will be, the most impactful form of marketing. Encourage customers to leave quality reviews on your site or other travel pages to boost your brand status. In addition, encourage users to create content FOR you. 

Paid Search

  • Speed and agility are crucial for travel brands. Leverage a strong search marketing strategy to appear as a top option for during the research and discovery process. Optimize a combination of branded, unbranded and competitive paid search terms. This will help you show up for relevant, high value queries.

Twitter

  • Twitter is especially effective for targeting luxury and business travelers on a platform where users are highly engaged, especially surrounding news and business. To expand your targeting pool, use the platform’s AI to find follower lookalikes from competitor brands.

Online Video 

  • While a picture is worth a thousand words, a video is priceless. Online video placements across YouTube and Display allow brands to tell a rich, visual story. YouTube offers various travel category targeting options such as Business Travel, Family Travel, and Frequent Travel. You can also layer these with geo targeting to narrow in on your core audience. 

Connected TV

  • Connected TV amplifies online video by placing it on the largest screen in the household. It’s one of the most impactful visual mediums travel brands can use, while offering more flexibility and addressability than linear TV. CTV ads are a great option to reach family travelers or promote kid-friendly destinations. 

Influencer

  • 49% of Gen Z adults and 50% of Millennials follow at least one travel influencer on social media per a MorningConsult study. These online figures are beginning to play a pivotal role in how travel is planned. Explore how creators can help boost your brand affinity whether it be local nano-influencers or macro-influencers. 

Instagram

  • Instagram is a go-to source of inspiration for Millennial and Gen-Z travelers. Travel brands can build community by interacting with users through various formats – reels, stories, and posts. Use post comments, story polls, and Q&As to start a conversation with interested travelers. Avoid being overly curated and don’t be afraid to use trending phrases, sounds or hashtags. 

Pinterest

  • Travel engagement on Pinterest is at an all time high with travel-related searches increasing by over 60%. Pinterest is primed for planning and purchasing, and can facilitate real bookings. This platform is a great place to hone in on ‘Travel’ and ‘Foodie’ audiences. 

TikTok

  • No other social platform enables the potential virality or mass reach as TikTok. Users spend an average of 52 minutes per day on the app, and 90% of TikTok users use the app multiple times daily. Although TikTok has a strong younger presence, 51% of users are now 30+. The app is growing in popularity amongst millennials with disposable income for travel. DisneyParks has over 4M followers on TikTok and Delta Airlines gained nearly 19.5M views in the initial 36 hours of their first TikTok campaign.

Retail Media

  • Activating first-party shopper audiences through retail media networks is a great way to reach travelers. For example, the Marriott Media Network uses search and reservation data to serve relevant ads to consumers.  

DOOH

  • Digital out of home spend is soaring as people are traveling again. Screens in airports, inflight video, taxi cabs, bus stations, billboards near attractions, and more can place your brand in front of traveling audiences. DOOH is a great tactic to educate users once they are at a destination. 

Local Partnerships

  • 78% of survey respondents want to support local small businesses when they travel. State and city tourism brands can leverage this trend by partnering with local artists, chefs or businesses. Thise partnerships can drive travel consideration and boost awareness for both parties. Consider unique creative options like how-to videos, downloadable guides, or co-branded social posts about the partnership. 

Ad Targeting for Travel and Tourism Audiences

It’s important that you don’t create a one-size-fits-all approach when marketing to future tourists. Consider who your existing traveler base is, and identify attributes to qualify other individuals in your prospecting audience. From there, tailor messaging to drive education and consideration. 

Are they solo travelers seeking adventure? Young families looking for a cost effective, kid-friendly trip? Foodies wanting luxurious and avant garde dining experiences? Create profiles to understand these individuals from a 360-degree perspective. Build as many personas as makes sense for your brand. 

Personalize Messaging 

Next, personalize your messaging to meet their unique motivations, behaviors and interests. Speak to each group differently and adjust visuals to resonate with their interests. If you’re looking to reach the adventure seeker, show fun activities like zip lining, hiking, concerts, etc. If you’re speaking to the budget-friendly family, showcase the value of the experiences you offer, without a major bill.

Reach Your Travelers Throughout Their Journey

To reach today’s consumers, brands need to create a seamless experience across digital channels from awareness to check out/visit. 

An omnichannel strategy is vital to keep a loyalty loop and encompass all phases of the customer journey. Use your marketing mix to show up at key moments in the consumer journey from planning to experiencing. ThinkWithGoogle identified four core micro-moments in the travel process: Dream, Plan, Book, and Experience. 

  • Dream – Spark inspiration and educate during the dreaming phase
  • Plan – Provide helpful information and build trust
  • Book – Offer a compelling value proposition and enable seamless transaction
  • Experience – Ensure the visit is positive and meets expectations. Follow up with post-visit marketing to keep customers engaged. Encourage reviews and social media posts during and after. 

Measuring Travel and Tourism Marketing Campaigns

Create a Data Terminal

It’s easy to get absorbed in the performance of individual channels. However, this causes campaigns to quickly turn from strategic to tactical. Instead, manage your advertising holistically within one dashboard. Doing so allows you to share and optimize performance trends and learnings across tactics. By looking at the data from a macro lens, you can identify important signals and weave a cohesive story. 

Check your unnecessary baggage 

Marketers need to ensure they are looking beyond vanity metrics to identify trends that signal success. It is especially important to synchronize data sets as we prepare for cookie deprecation. Instead of solely looking for direct attribution, explore a variety of business and media metrics over time. This will unveil unique learnings and better show the incremental impact of advertising.

Onboard advanced measurement 

When media metrics do not answer your business questions, layer advanced measurement tactics, on top of traditional media efficiency metrics. These data points will provide a more robust view of marketing’s impact on business goals. 

For tourism brands, foot traffic lift is especially impactful in providing a clear view of how advertising drove incremental increases in visitors.

Refuel with continuous learning

When creating a marketing strategy, it’s critical to fuel ongoing campaign learnings to answer key questions and improve results for future initiatives. 

At Coegi, we combine a measurement strategy and a structured learning agenda. This ensures we are optimizing campaigns toward business goals while also continuously improving. 

Key Takeaways for Travel and Tourism Marketers 

  1. Lead with digital tactics to reach the growing audience of travelers 
  2. Lean into highly visual channels such as social media and online video
  3. Understand your unique audiences and tailor ads to their consumer journey across channels 
  4. Implement a comprehensive measurement strategy to see the impact of your campaigns

For more strategic insights and campaign activation, contact Coegi to set up a meeting with our travel marketing experts. 

How Coegi Became One of AdExchanger’s Top 50 Programmatic Power Players

Coegi is thrilled to be named to AdExchanger’s Top 50 Programmatic Power Players

When Coegi was founded in 2014, programmatic advertising was still in its infancy. Seeing the vast opportunity for improvement in transparency and performance, our then three-person shop set out to create a solution for brands and agencies rooted in data to allow for best-in-class audience targeting, measurement, and optimization. Since those humble beginnings, the company has grown to a full-service, strategy-focused digital media agency with 50+ employees, 4 offices, and experience with over 300 brands across a broad array of industries. 

Coegi, which is latin for ‘to bring together’, has curated the strongest set of technology, data, research, and measurement resources in the industry, enabling our teams and clients to produce marketing strategies that are multi-faceted and focused on business outcomes. Our unbiased approach to technology deployment allows us to support all of our clients’ needs, with certified marketing partnerships with Google, The Trade Desk (Coegi captured seat number 6), Pulsepoint, Amazon, Amobee, Vistar, Meta, LinkedIn, Pinterest, Tiktok, Tagger and Instacart. We are also a founding member of the Programmatic Health Council, helping spearhead best practices in programmatic advertising for healthcare and pharma brands, further enforcing our leadership in regulated industries. 

This success would not be possible without a relentless focus on culture and innovation.  Each day, Coegi strives to not only make our clients feel like digital heroes but also to empower the growth and success of our employees. This passion has resulted in some substantial achievements for our organization over the last year:

Coegi’s President and Founder, Sean Cotton says: “I’m immensely proud of our team for achieving the success and recognition that has been bestowed on us over the years. However, I’m most satisfied by the way in which we have reached these milestones – doing work that we are proud of, in the company of people we are proud to work with. The collaborative, positive culture exemplified across our organization is a testament to the amazing group of individuals that I have the privilege to lead and support each day.”

The DOOH Primer – Digital Out of Home Advertising

Interested in DOOH advertising?

This primer gives you everything you need to know before launching a digital out of home advertising campaign. 

What Is Out Of Home Advertising? 

Out-of-home advertising (OOH) traces back thousands of years, with the earliest civilizations using it to publicize laws and treaties. The first large-format American poster originated in New York advertising the circus in 1851

OOH has since expanded to placements on park benches, transit, restaurants, and more. In 2005, the first digital billboards were installed and forever changed OOH advertising. 

What Is Digital Billboard Advertising? 

Digital out-of-home (DOOH) is a subset of the larger OOH category. This format provides an automated, targeted, dynamic and interactive way to reach on the go consumers in public places.

DOOH ad spend accounts for roughly a quarter of all US OOH spending. Growth can largely be attributed towards an increasingly mobile consumer, which in-turn increases the visibility of out-of-home media.

According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades.

Furthermore, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touch points, including DOOH.

Download the full primer below to start leveraging this key advertising channel for your brand today. 

What You’ll Learn: 

  • How DOOH advertising is bought and then measured
  • When you should consider out of home advertising
  • Digital out of home content strategies and best practices
  • Available environments and ad inventory 
  • The major players in the industry

If you have any further questions, contact Coegi to learn more!

Digital Out of Home – A Brief History

Out-of-home advertising (OOH) can be traced back thousands of years to early civilizations. The first large-format American poster, measuring 50 square feet, originated in New York advertising the circus in 1851. By 1900, a standard billboard structure was established in America. 

With more products entering the market over the century, new and creative ways of reaching consumers became necessary. OOH expanded to park benches, transit, restaurants, etc. In 2005, the first digital billboards were installed, forever changing OOH advertising. 

What is Digital-Out-of-Home?

Digital out-of-home (DOOH) is a subset of the larger OOH category. DOOH markets to consumers when they are on the go in public places. Instead of interrupting a user’s online experience with an ad, it meets them in real life. Also, rather than traditional billboards, these placements can be dynamic and interactive.

The Growth of DOOH Advertising

Various eMarketer studies suggest DOOH ad dollars account for roughly a quarter of all OOH spending in the US. Growth is largely attributable to increasingly mobile consumers who are in turn increasing the visibility of OOH media. According to the OAAA, Americans now spend 70% of their time outside of the home. This is an increase of 50% over the past two decades. Plus, consumers consume 60% of media via their smartphone or tablet on mobile web and apps. This lends to advertisers’ ability to connect with on-the-go audiences across touchpoints, including DOOH.

How is DOOH Inventory Bought?

Direct – Sign individual IOs and contracts with OOH vendors to secure space upfront using specific parameters. Space is usually secured on a monthly, quarterly or annual basis.

Open Exchange – Purchase inventory at auction within seconds before the impression is served. The buyer gains control of when and where their ads will be shown. However, publishers reserve some inventory for direct buys. Advertisers can engage in private marketplace deals to secure more premium inventory through programmatic channels.

Private Marketplace – Secure priority access to premium inventory like airports and roadside billboards through private marketplace (PMP) deals. This offers greater control of creative messaging, ad timing and data usage, while still giving publishers higher yields. PMP inventory is typically higher in price than open-exchange inventory.

How to Measure DOOH Campaign Results?

As a one-to-many medium, multiple people can see an OOH ad at once. Nielsen and Geopath provide US industry standards for measuring impressions using variables such as speed data, traffic, on-site counts and audience distribution data. 

Geopath does the majority of roadside billboard measurement. Nielsen assigns each type of signage a multiplier based on average views per ad play. If using a DSP, advertisers can use 1×1 tracking pixels to track how many plays an ad receives.

High-Impact Use Cases for Digital-Out-of-Home Advertising 

DOOH for Lower-Funnel Campaign Objectives

Programmatic technologies allow for more targeting controls throughout the day. They allow a creative digital media buyer to control spend only when and where a user is most likely to convert.

Examples: 

  • A coffee brand only advertises before 2 pm.
  •  A food delivery app optimizes spend towards areas where drivers aren’t getting rides.
  • A pharmacy only serves to DMAs where allergy counts are high. 
  • A sports team pauses a campaign when tickets sell out.

DOOH for Targeting Niche B2B Audiences

Many B2B marketers view out-of-home as a mass-market medium, rarely leveraging it outside of industry events. However, with smart use of customer data, planners can confidently buy screens when their niche audience is most likely to see them.

Example: A trade group targeting architects want to geofence a four-day conference in Las Vegas. They can buy the DOOH signage within a radius of the conference and at the airport. Additionally, they can upload attendee data to continue the campaign after the conference to reinforce messaging.

DOOH for Testing Multiple Creative Messages

With static billboards, the same creative often is deployed for 6 or 12 months at a time. Programmatic creative is deployed with an ad server, allowing for more robust creative testing. By pairing this technology with an intelligent measurement strategy, brands can test messaging. Additionally, by porting other data points, creatives can be dynamic and change in real time.

Examples: 

  • A hospital shows current ER wait times
  • A sports team displays a countdown clock to tip-off
  • An auto shop displays weather conditions and alerts

How to Design a DOOH Advertisement

You should approach your DOOH content strategy differently than typical display or video campaigns. These placements truly reach people on the go, so you must capture the attention of onlookers immediately and leave them with a memorable message.

Consider these design elements for your DOOH assets: 

  • Loop or slot length (if applicable)
  • Physical display size
  • Resolution of display and aspect ratio
  • Whether or not sound is available
  • Motion types accepted
  • File type and maximum size accepted
  • Video codec type (if applicable)
  • Capabilities: linear, dynamic, data-driven, real-time optimization, etc
  • Content restrictions such as adult content, alcohol, violence, drugs, etc.

DOOH ad content should be relevant to both the brand and the display location. Also, make sure the brand name is present and viewable to drive awareness and make the brand connection with viewers. 

How to Access Digital Billboard Advertising? 

Contact Coegi to get a full list of venues available in your target geo and the accompanying creative specs. Creative opportunities differ by venue and can include static and animated ads, large format ad sizes, sound-off or sound-on creatives and more.

To achieve maximum scale, DOOH advertisers should send creatives that can scale across multiple venues. Your Coegi account team can advise on which venues are best for your audience and goals and provide creative requirements accordingly.

To see DOOH advertising in action, view our case study

You can also read our DOOH FAQ article with Vistar Media, one of our industry-leading technology partners. 

Use Instacart Advertising to Drive Sales | Webinar

CPG brands, are you taking advantage of the power of Instacart advertising solutions? 

Benefits of delivery provider advertising

Delivery apps offer robust first party data,  allowing brands to target in-market audiences interested in your products. Grocery and alcohol brands can leverage display and sponsored product placements with Instacart advertising to drive purchases while audiences are actively shopping. 

View the webinar below from Coegi and Instacart to take advantage of the power of Instacart to drive consumer product trials and repeat purchases.

Why use shopper marketing?

Creating shopper marketing campaigns is a win-win for brands and retailers. Retailers gain more shoppers and brands receive better shelf-space and visibility in return. Additionally, brands benefit from simplified product discovery for their products. To do this effectively, it is important to understand the consumer shopping journey, reaching them in between shopping visits and at a frequency that makes sense given the cadence of shopping for the product.

Leverage delivery provider data

Delivery provider ads are a strong shopper marketing option for brands highly focused on ROAS and driving attributable sales. These solutions help facilitate quick conversion and minimize point of purchase friction. Serving ads in delivery platforms, such as Instacart or UberEats, creates closed-loop reporting so brands can connect marketing directly to in-platform sales.

In this webinar, our Instacart representative outlines the strategic solutions available on the platform. Along with Coegi’s panelists, they discuss best practices you can use to reach your audience and drive CPG sales through the Instacart platform.

View the webinar to learn:

  • How consumer trends and external factors are driving delivery growth
  • What opportunities are available for brands with Instacart advertising
  • How to leverage Instacart ads to drive product sales
  • Strategic insights for maximizing results of Instacart campaigns

After viewing, if you have further questions, don’t hesitate to reach out to Coegi for more insights on how to activate a shopper marketing campaign!

The CPG Digital Marketing Playbook

Ready to take your CPG digital marketing strategy to the next level?

 Download our comprehensive guide to CPG advertising today. 

The world of consumer packaged goods marketing is exciting and bursting with growth opportunities. In fact, e-Marketer reports retail and CPG will be the top industries for ad spend growth in 2022, both expected to increase by more than 30% year-over-year. With these opportunities comes significant competition, but strategic CPG marketers can create smart media plans that build meaningful impact with their most qualified audiences.

In Coegi’s CPG Playbook You Will Learn How To: 

  • Understand and leverage the latest digital marketing and ecommerce trends impacting your CPG brand
  • Create the optimal media mix by understanding the most effective channels for CPG advertising 
  • Implement cookieless solutions to reach your target audience on digital channels
  • Measure the results of omnichannel CPG marketing campaigns

How to reach your target CPG audience with digital marketing? 

Leverage consumer data to gain a robust understanding of your customers and apply cookieless targeting methods to future-proof your strategy. Do in-depth audience research accompanied by channel testing to determine the optimal media mix for your brand. 

How to create the optimal CPG marketing channel strategy?

How can your marketing support your overall sales strategy? Incorporate key e-commerce and digital marketing tactics into a holistic marketing strategy placing your brand at every customer touchpoint, while also optimizing for reach and addressability. 

How to measure the results of your omnichannel marketing?

In this playbook, we outline the tools, technologies, and techniques needed to showcase meaningful CPG marketing ROI. Learn how to activate the right data partners, align your CPG product marketing with business goals, track incremental results and, finally, create a customized measurement framework for your brand. 

Download the CPG Digital Marketing Playbook now to level up your strategy. If you have any questions, don’t hesitate to contact us to set up a discovery call. 

What CPG digital marketing channels will give your brand the most bang for your buck? 

CPG brands typically lead the way in adopting new marketing tactics, so it’s important to stay ahead of the curve.

The Top 10 CPG Marketing Channels

Social Video

Video ads are one of the most engaging mediums to capture user attention. As a result, video produces meaningful marketing results on social platforms. In particular, short form video is impactful in driving both branding and performance goals in as little as six seconds. 

Why is social video effective for CPG brands? 

CPG video ad spend will increase by 38% in 2022. Video-first channels such as YouTube, TikTok, and now Instagram are excellent because consumers choose to visit these platforms to learn and be entertained. Think how-to makeup tutorials for beauty brands or recipe videos for food and beverage brands. 

How to use social video successfully: 

Use short-form video to show your brand personality and bring messaging to life. Additionally, show your product or service in action, demonstrating real-life use cases. Finally, make optimize your video for mobile viewing and follow other creative best practices outlined here. 

Social Commerce 

48% of all social media users made a social commerce purchase in 2021 and 77% of Millennials and Gen-Zs use social media to shop. These purchases are being driven by trends such as live commerce, in-platform shopping tools, and improvements to in-app purchasing processes. 

Why is social commerce effective for CPG brands? 

Today, product discovery is taking place on social media. Platform algorithms optimize to showcase brands and sponsored posts in ways that feel organic to the user. CPG brands can cash in on the opportunity to position their product in front of engaged audiences by using various social commerce applications to find their niche consumer groups. 

How to use social commerce effectively:

Explore various ways in which your brand can be discovered on social media, whether through promoted product posts, influencer live streams, or social marketplaces. Then, create a seamless purchase process and have a measurement and pixel strategy in place to capture the resulting sales. 

Read more: Social Commerce 101

 Influencer Marketing

Influencer marketing ad spend will surpass $7B in 2022. These digital creators are both storytellers and social media experts, well-versed in creating authentic messaging which resonates with their followerships – building brand loyalty.

Why is influencer marketing effective for CPG brands? 

Influencer marketing is not just an awareness play. Creators are increasingly driving the social commerce landscape. Tactics such as livestream commerce, discount and affiliate codes, and shoppable posts support down-funnel conversions for CPG brands, while also building brand affinity and trust.

How to use influencer marketing successfully:

Allow creators to make authentic content that is not overly scripted. Social media users want to see relatable content which feels authentic to the platform they are on. Learn from the social expertise of influencers and their cultivated communities.

To learn how to choose the right influencers for your CPG marketing strategy, watch this video.

Connected TV

As of 2021, there were nearly 214 million CTV users, and that number is projected to increase to 230M by 2025. With the proliferation of cord-cutting, connected TV is becoming a dominant channel in the digital advertising space. 

Why is CTV effective for CPG brands? 

Connected TV advertising delivers high impact video content on the largest screen in the household. CPG brands can showcase their products and tell their brand story with greater flexibility than traditional TV, while also achieving incremental reach. It also allows for greater addressability through contextual and behavioral targeting, so CPG advertisers can speak to refined audience groups.

How to use CTV advertising successfully: 

Communicate your message with quick 15-30 second ad placements that are visual and compelling to your target audience. Also, be strategic with your channel selection. Rather than running only on one platform, such as Hulu, maintain appropriate frequency and extend reach with cross-channel integrations. 

Listen to our CTV podcast episode: The Future of TV 

Digital Out of Home (DOOH)

According to the OAAA, Americans now spend 70% of their time outside of the home, an increase of 50% over the past two decades. As audiences become increasingly mobile, DOOH is making its way back as a staple in any omnichannel marketing campaign. 

Why is DOOH effective for CPG brands? 

DOOH placements are a great way for CPG brands to achieve mass market reach with greater flexibility, improved targeting, and quicker activation. Brands can test and swap creatives to cater messages to core audiences and contextual placements. Additionally, you can control spend by only showing up when and where an individual is most likely to convert. 

As more digital screens become available, the DOOH inventory options and contexts are only rising. For example, food and beverage brands can advertise on grocery store screens, gas station kiosks or bars to drive quick purchases. 

How to use DOOH advertising successfully:

Understand the format and scale that your message will be delivered in. Additionally, use a clear font and a simple message to convey your message in the 3-6 seconds. 

Learn more: The Digital Out of Home Primer 

Paid Search

Paid search gives brands in the CPG sector the opportunity to have preferential placement on search engine results, while only paying for click-based engagements. Ad spend in this channel increased 39% in 2021 and is expected to rise in 2022. 

Why is paid search effective for CPG brands? 

This channel is particularly important for CPG brands seeking to drive eCommerce sales. 40% of all product searches begin on search engines, so PPC is the key to being discovered by new, in-market audiences. 

How to use paid search advertising successfully:

Support your paid search efforts with organic website search engine optimization.  30.5% of eCommerce traffic comes from SEO, so it must go hand-in-hand with PPC to support your overall search strategy. 

SMS Marketing

Nearly 300 million US consumers will redeem short message service (SMS) coupons in 2022. As a result, SMS marketing is rapidly growing due to its effectiveness in driving quick, inexpensive conversions and high engagement rates. 

Why is SMS messaging effective for CPG digital marketing?

Many CPG marketers now use SMS as a strong purchase driver. After being alerted about a special sale or new release, customers are prompted to redeem a discount code, view a new product drop, or check out a new sale. This can push audiences to complete a purchase they have been considering. In-message links and discount codes also offer a more clear way to track attributable conversions.

How to use SMS marketing effectively:

Tie SMS marketing into brand loyalty programs to facilitate a value exchange with customers. You are then able to collect their contact information. In turn, they receive your special offers, coupons, and are the first to know about new offerings. Lastly, make sure you are compliant with the TCPA guidelines

Amazon Advertising Platform

Amazon Ads is expected to exceed $32 billion in revenue by 2023, accounting for an estimated 76.2% of US eCommerce ad spending in 2021. It is the undisputed leader in eCommerce with a wealth of valuable consumer data. 

Why is Amazon advertising effective for CPG brands?

Amazon offers multiple ways for CPG brands to engage with its vast audience by advertising on-site or across the open internet. The platform data provides visibility into millions of consumers’ shopping behaviors. There are various ad formats for point of purchase advertising as well as opportunities for awareness and consideration tactics that will ultimately lead to increased sales. 

How to use Amazon Ads successfully:

Utilize real-time data to target in-market audiences with Sponsored Product Ads. Additionally, expand your reach with lookalike audiences who are similar to your best customers to enhance awareness and consideration.

View our blog post: How to Drive Full-Funnel Advertising Results on Amazon 

Retail Media

Retail media refers to media placements owned by retailers using their first-party POS data. These can be executed on retailer sites or via programmatic advertising on social and display channels. Retail media now accounts for one in every eight dollars of digital ad spend. 

Why is retail media marketing effective for CPG brands? 

Retail media is now the third largest digital advertising channel in the US, making it a pivotal part of any CPG strategy. Brands are seeing more full-funnel implications of retail media’s high value shopper audiences. CPG advertisers can take advantage of eCommerce site ads as well as programmatic placements to find retailer audiences and take them from awareness to point of purchase with closed-loop measurement. 

How to use retail media advertising successfully:

Use retail media in a holistic, connected plan. Connect media across social, ecommerce and DTC channels to ensure they are supporting each other and driving customers through the funnel.

Read to learn more: Retail Media’s Impact on the CPG Marketing Mix

High Impact Display

Display ads served programmatically or purchased via direct buys offer CPG brands the opportunity to make a splash with their broad awareness and consideration campaigns. 

Why is display advertising effective for CPG brands? 

Display provides a great opportunity to drive engagement by helping stop the scroll and generate interest. CPG brands can also use high impact display ads to retarget audiences who have interacted with the brand’s website or social channels. This keeps your brand top of mind. Plus, it helps support campaign efforts as customers move through the purchase funnel. 

How to use high impact display successfully:

For CPG brands, we recommend using dynamic creative for personalized and interactive offers which drive measurable actions, rather than standard banner ads. Create various creative collateral tailored to your unique audience groups. 

To learn about additional channels and tactics for CPG brands, download the complete CPG Digital Marketing Playbook. If you’re in need of a CPG marketing agency, contact Coegi today!

Connected TV Advertising | The Comprehensive Guide

Ready to get started with connected TV advertising?

To many brand advertisers, television is the ultimate brand-building and storytelling medium. The TV is the largest screen in the house that rightly commands the lion’s share of the advertising budget.

Programmatic TV buying is beginning to take hold and will become a dominant buying procedure in the not so distant future.

Why Connected TV?

A key differentiator of CTV is in its use of audience data, allowing for addressability that can’t be replicated by linear TV.  Advertisers can use can first and third-party data, lookalike modeling and retargeting to connect with consumers across tactics and at every step in their journey.

This is possible because of cross-device mapping. This allows a user’s audience profile from other devices to integrate with their connected TV.

Unlock Coegi’s comprehensive guide to automated buying strategies for the new era of connected TV advertising.

The CTV/OTT advertising market is rapidly growing and ever-evolving as more and more consumers move to streaming services. Many marketers have questions such as: 

  • What is programmatic TV buying? 
  • What are the best buying tactics for CTV advertising? 
  • What are the emerging trends for the future of CTV/OTT advertising? 
  • How to determine your ideal TV advertising strategy? 

In this guide, we answer these key questions and more to enable digital marketers and media buyers to tap into the lucrative Connected TV opportunity. 

Download the guide

The Metaverse, Crypto and NFTs: How Marketers Can Prepare

Confused as to why The Metaverse, Crypto, and NFTs are dominating the marketing conversation? You are not alone – many marketers are struggling to define these topics and understand their impact on their brands and overarching marketing strategy.

While the future implications are uncertain, all brands should start paying attention now. These trends are no longer reserved for only high tech brands as the metaverse is entering the day-to-day consumer experience. Like early investors in crypto who are seeing massive payouts today, first-adopters of these new technologies into their advertising strategies are likely to have a major advantage over brands that do not.

View The Metaverse, Crypto and NFTs: Webinar on-Demand:

Coegi and our guests from Wachsman and Pop Marketer explore the impact of these changes and ways your brand can be on the forefront of these emerging trends.

Emerging Social Platforms: Advertising Beyond Facebook

When marketers think of social media, they often default to Facebook, Instagram, LinkedIn, and Twitter. Although these platforms are important, there are other emerging platforms that may be a better fit for your target audiences. TikTok, Snapchat, Reddit, Pinterest, Tumblr, and Quora are six high potential emerging social platforms to consider in your marketing channel strategy.

TikTok Advertising

This is a key social media platform for creating, sharing, and discovering short-form videos. TikTok gained over 1 billion users since its launch in 2016 and is among the top ten most used platforms today. Despite its massive popularity, many marketers are uncertain on how to engage with its unique audience and format. TikTok is important to consider for its incredible algorithm and mass exposure opportunities.

Unlike other platforms, content is shown to users by a curated, algorithmic system known as the ‘For You’ Page. The ‘For You’ page generates a continuous feed of primarily organic content blended with sponsored content. This element grants every video the opportunity to go viral. This is beneficial for small businesses looking for low-cost awareness and for larger businesses wanting to maximize engagement. Our post The Do’s and Don’ts of TikTok Advertising offers greater insights on building effective advertising campaigns on TikTok.

Snapchat Advertising

Snapchat is a mobile messaging platform to share photos, messages and videos. Unlike most platforms, Snapchat uses disappearing content. Users connect with others by expressing themselves and living in the moment, and marketers should to do the same.

Snapchat ads are essential for brand engagement. Advertisements show up between friends’ stories and people can easily swipe up to interact. According to insider data, 319 million people use Snapchat every day and 75% of Snapchat users are Millennials or Gen Z. Snapchat ads are extremely successful for ecommerce brands as fashion, novelty items, and impulse purchases perform well. However, advertisers in all industries can find success by delivering authentic content that makes users feel connected with your brand.

Reddit Advertising

Reddit is a social news website and forum where users participate in discussion and rate content. As of 2021, the platform has over 430 million monthly active users and 130,000 active communities. The interface consists of subreddits about topics where users have the opportunity to engage in valuable conversation. Marketers can leverage the platform to reach niche audiences in these specific interest groups. Some popular subreddits to consider for your marketing strategies include college admission, agriculture, health & wellness, telecommunications, or public health. For more in-depth tips on reaching niche audiences on Reddit, check out Advertising on Reddit: Reach Your Niche Audience

It is important to consider users’ hesitancy toward having branded content in the Reddit environment. Users dislike overly promotional language and are likely to skip over it. Content with a UGC creative feel is extremely beneficial. Users are more likely to engage with content specific to the community. 

Pinterest Advertising

Pinterest is a social media platform for sharing visual content, discovering new interests, and deep diving into passions. With over 431 million monthly users, the platform allows users to share posts, also known as “pins,” with other users and find communities with similar tastes.

Although over 60% of their users are female, Pinterest appeals to an increasingly diverse audience. Male and Gen Z user categories are gaining traction with 40% year over year growth. These users have strong purchase power with 45% having a household income over $100K. Users treat the platform as a source for inspiration; therefore, creative and innovative posts tend to have high performance. Promoted posts are part of the expected user experience. This makes Pinterest a great place to drive conversions with shoppable ads, while initiating brand awareness among key interest groups. 

Tumblr Advertising

Tumblr is a microblogging platform where users can post multimedia content. It is extremely versatile with media formats including text, photo, link, chat, audio and video. Although the platform peaked in popularity in 2014, it is still ranked among the top fifteen social media platforms with over 500 million active users. Tumblr presents many unique advantages for brands. For example, Sponsored Posts are useful ads visible to users through their dashboards. They blend in with organic content and are strongly welcomed with Tumblr creators. In fact, 70% of consumers perceive a brand more favorably after seeing a Sponsored Post and over 50% research the sponsor afterward.

The platform skews slightly younger with Gen Z accounting for over 61% of new Tumblr users and 48% of active users. Ads with comedic, dramatic or informational tones typically perform best on the platform. Brands looking to resonate with these users should strategically consider their creative messaging to align with these audience preferences. 

Quora Advertising

Quora is a question and answer platform to find information. With over 300 million monthly users, it allows people to create networks and follow topics based on their interests. Similar to Reddit, Quora focuses on high quality answers. Users can upvote or downvote answers, which prioritizes valid responses. As a result, the platform is a useful tool for marketers to observe industry trends and better understand their audience. Marketers can also create ads by targeting specific topics or questions as well as audience behaviors. Quora serves an important role in the consideration phase where potential customers are actively researching a product or service. Use the platform to directly answer customer questions – building trust and creating valuable customer relationships. 

Choosing Your Best Paid Social Media Channels

As you are considering social tactics, consider these emerging social platforms and the opportunity they can provide. Many of these channels are well established, however much of their advertising capabilities are largely untapped. This means you can capitalize on whitespace where your brand can cut through the noise and reach enthusiastic audiences. When selecting which emerging social platforms to leverage, be sure to consider the campaign objective and if the platform aligns with your goals. 

Additionally, it’s critical to have a holistic understanding of the audience demographics and their sentiment around ads on the platform. Ensure your creative strategy results in a positive experience that drives results and increases learnings. If you want to stay up to date with the newest trends on social media, be sure to check out Nine Easy Ways to Stay Up to Date Social Media.

How Curiosity Can Improve Your Data Analysis

Efficiently analyzing data and providing ongoing campaign optimization recommendations is critical for driving the best results for our clients. However, the complexity and rigidity of data sets can make the most meaningful insights difficult to accurately uncover. In order to elevate your analysis and provide better insights for your campaign performance, you must stay curious, using knowledge and creativity to bolster your approach. 

Moving from Data Analytics to Data Insights

Analytics and insights – they are closely related, but not the same. Analytics is a way we approach a problem that is standardized and repeatable. But what we’re really after is turning these numbers into insights. For instance, you might see that a lot of people clicked on your ad – analytics. But going further to ask ‘What does the high click-through rate mean? and deciding how are you changing campaigns based on that knowledge – that’s insight. 

In other words, analytics are repeatable, standardized processes to understand data and gain information. Insights are what we do based on that information. 

When running a campaign, there are often thousands, sometimes millions, of data points to analyze. Even when campaign goals and KPIs are clearly defined, it can be difficult to immediately identify the more subtle and complex insights hiding within the numbers. That is where curiosity and creativity come into play – we start looking for whatever stories the data can tell.  

The Benefits of Using Curiosity in Your Data Analysis

Asking thoughtful questions and keeping an open mind about what you see in the data helps identify unexpected opportunities and avoid pre-existing biases in your analysis. This allows patterns to appear in the data and provide beneficial insights for future campaigns. No matter what kind of data you are working with, there is always a learning to uncover.

For example, perhaps you have a channel that is unexpectedly driving better sales numbers than others. Instead of broadly accepting the success of the campaign, investigate why that channel did well so you can apply those learnings and build on that success. Stretch your mind to stretch your data and let it come alive for your brand.  

Avoiding Analysis Paralysis

Anyone deeply entrenched in data analysis will know it is all too easy to get buried, and even lost, trying to extract every bit of intel from the data. And while we want to glean as much insight as possible, it can be difficult to know where to stop once you start down a rabbit hole in an effort to get every morsel of information. At some point, the return on that time investment will diminish and you’ll start coming to the same conclusions, just from different angles. 

It’s critical to strike a balance, understanding when it’s valuable to take more time to really dive into the numbers, asking a variety of questions before taking action on the insight. Quarterly reviews, post-campaign reporting, planning phases – these are all times when deep analysis and questioning of the status quo is beneficial. 

Guide Curiosity with Measurement

When you start to dig, the data can seem like an endless hole if you don’t know what you’re searching for. But if you root yourself in your overarching measurement strategy, centering on your business goals and each channel’s role in helping achieve that success, it will become much easier to determine if your media is working or not. 

It is always best to spend more time upfront talking through the strategy as a whole before you begin analysis. Then it will all come into play and be very easy. The amount of time you spend should be way more upfront than it is actually building out final data visualizations and dashboards. 

Key Takeaways

Curiosity and data analysis – yes, they do go together. Applying creativity and allowing space for human intuition and insights is key to data storytelling. But to be an effective and productive data analyst, you need to balance the art and science. Keep in mind what is and isn’t reasonable. Live for the data. Explore it and search for the stories that it weaves together. But, avoid investing your valuable time on a dark rabbit hole that leads nowhere.

Navigating the World of Marketing for Crypto Brands

The growth in cryptocurrency’s popularity is undeniable. As of the end of December 2021, the global value of cryptocurrency was over 2.29T, more than the GDP of Canada or Italy. And crypto users are engaging for multiple reasons. Sure, there is the appeal from an investment and transactional standpoint, but part of it is certainly novelty and curiosity. As crypto brands begin to think about capitalizing on this upward trajectory, consider how to tackle marketing in a way that is sustainable, effective, and innovative.

Think Beyond “Crypto Enthusiasts” When Targeting Consumers

It, of course, makes sense to target those who are already involved with crypto when introducing and/or growing your brand. However, these are not the only individuals you should be seeking to influence. It’s important to do your due diligence with research. There are the crypto curious “normie” audiences who maybe haven’t taken the leap to making their first investment, but just need a little education from the right brand to move forward. There are the heavy stock investors who could be seeking to diversify in times where stock portfolios are fluctuating heavily. Also, there are individuals who don’t necessarily care to use crypto to accumulate enormous wealth. Instead, they are looking for mechanisms like crypto to enable a future of financial freedom.

Conversely, sometimes you need the niche audiences that are only interested in one specific type of cryptocurrency, such as Ethereum. Regardless of the situation, it’s important to dive deep into each unique crypto brand, understand the value propositions of their products and services, and leverage research to explore creative audiences and contextual environments.

Finally, it’s important to align creative messaging with the audience journey. You should talk to someone who is crypto-savvy much differently than someone simply looking for financial freedom. One is likely to have a quicker road to conversion while the other requires more time for awareness and education.

Lean Into Digital – But Understand The Limitations

Digital advertising offers brands the ability to reach the target consumers at scale, gathering data that allows for key brand learnings and the ability to tie exposure to action. However, with many ‘emerging’ industries, there are some platforms that either restrict or prohibit any advertising regarding cryptocurrency. Be sure to do due diligence on all platforms under consideration to understand which hoops you have to jump through. Some programmatic channels we’ve found to be effective in the past include display, Twitter, LinkedIn, Search, Facebook and Instagram. We have also seen a lot of value in endemic placements on major crypto-focused publications. There is high contextual relevance and also perceived trust running alongside other crypto-related content.

Seek Efficiency In Buying – But Also Enjoy Making A Splash At The Right Time In The Right Place

Implementing an optimization strategy based on testing and learning will naturally allow cryptocurrency marketers to find ways to drive improved efficiency and effectiveness. It allows you to find the right channels, audiences, and creatives to drive increased brand lift, lower cost per action, and build overall brand growth. Yes, you can accomplish this by combining proper campaign analysis using advanced measurement and analytics insights. However, incorporating third-party data, such as financial indicators, can be an innovative way to know when to ramp up spend and make a greater impact. Maybe a downturn in the NASDAQ means it’s time for a high value placement on Forbes? Or even a big billboard in Times Square?

The world of cryptocurrency is exciting and challenging in the best way. Marketers working with these emerging fintech brands should have a mindset of curiosity and determination to drive the strongest results.

Still curious? For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.

/ Contact

Tell us about your project
Are you interested in gaining the latest marketing insights through Coegi’s newsletter, The Loop?
This field is for validation purposes and should be left unchanged.

contact form image