With travel back on track in many regions, Snapchat’s looking to aid travel advertisers to reach their captive audiences with its new Dynamic Travel Ads. As it sounds, Snap’s Dynamic Travel Ads match offers from a business’ product catalog to serve travel destinations relevant to each user, based on places they’ve visited and products that they’ve previously viewed.
Snap explains:
“Dynamically retarget users who have been to your site or app before with hotel properties, destinations, or flight routes that are most interesting to them.”
Ad-ding to Trips
Snap’s new ads utilize its pixel tracking to match user behaviors, along with Snapchat’s internal data and activity tracking. With visitor data on 49 million unique locations listed on the Snap Map, the platform can provide advanced, locally-relevant campaign delivery to serve hotels, destinations, airlines, and tours based on popularity.
An updated ad creation process also includes an improved catalog setup for travel brands, complete with extra product fee attributes specific to travel businesses. This updated process provides more customization options that enable advanced targeting opportunities, ensuring that the most relevant ads are displayed to each user.
Over the past six months that this has been in beta-testing, Snap says that its new ads have delivered improved results for Booking.com and Etihad Airways.
“Etihad was able to reduce their cost per flight search by 4x with Dynamic Travel Ads. Additionally, they saw a 307% increase in ROAS and a 76% decrease in cost per purchase, compared to their non-dynamic campaigns.”
To add, Snap says that it’s also adding a new ‘Location Aware’ catalogs option for all of its Dynamic Ads options. However, some of this data is subject to Apple’s ATT tracking prompts, which Snap has noted has somewhat impacted its results. In Q4 of last year, Snap said that Apple’s ATT update had impacted ad partners ‘who prefer to leverage lower-funnel goals, such as in-app purchases’, though advertisers who’ve optimized their web-based and goal-based bids saw less impact, given that a lot of them adopted the Snap Pixel.
The Wrap
“Ultimately, first-party integrations allow us to build out measurement solutions based on advertiser input and directly connect to how our formats and targeting work so that businesses have the most accurate view of ROI. These allow us to preserve the privacy of our community while helping advertisers weather the disruption from platform changes.”
Most data used to power Dynamic Travel Ads fall in the latter category, but there would be variable levels of impact on different developers and brands based on whether users chose to opt out of the option. Regardless, the option looks to provide new opportunities for travel brands as more of them look to boost their efforts during this post-pandemic recovery travel boom.
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