Snap is launching Dynamic Travel Ads today. Dynamic Travel Ads enable Snap partners to create a variety of ads based on their catalogue, and the system will serve the most relevant ads to interested Snapchatters.
Dynamic Travel Ads offer three unique benefits for advertisers:
- Advanced audience targeting based on a Snapchatter’s travel intent and backed by local relevance
- Locally-relevant campaign delivery to serve hotels, airlines, destinations, and tours based on popularity, leveraging Snapchat’s rich visitation data
- Customised Catalog setup that’s built to meet the needs of travel advertisers, with relevant product feed attributes that are specific to these businesses
Since launching in beta last year, Snap has seen strong adoption and performance from early test partners. Etihad used Dynamic Travel Ads to drive a 307% increase in ROAS with a 76% decrease in cost per purchase compared to their non-dynamic campaigns. And overall, Dynamic Travel Ads helped reduce Etihad’s cost per flight search by 4x.
Booking.com leveraged Dynamic Travel Ads to pull images directly from their product catalogue and serve locally relevant listings based on previously-viewed products. The campaign resulted in a 20% lower cost per purchase than other advertisers.
Dynamic Travel Ads are now available globally to all Snap travel advertisers.”The launch of Dynamic Travel Ads underpins our focus to optimise reach and drive conversions for hotels, airlines, travel, and tourism advertisers on Snap. We know that our audience are eager and avid travellers who are highly engaged with travel brands through our platform. As the summer holiday season approaches we look forward to working with our Travel partners on this exciting new launch” commented Amber Sayer, Head of Travel, EMEA at Snap Inc.