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Digital media measurement, data and analytics platform DoubleVerify has released an industry report highlighting the state of media quality in the travel and hospitality sector, and measures advertisers can take to ensure their digital investments are maximized.
As vacation and entertainment activities slowly resume, the travel and hospitality industry is beginning to ramp up ad spend. To help global travel and hospitality brands boost the effectiveness of digital advertising campaigns, DV analyzed trends specific to the sector across fraud, viewability and brand safety and suitability.
“As we look ahead to a brighter future where travel and hospitality are once again commonplace, it’s important to take proper measures to maximize media effectiveness,” said Julie Eddleman, EVP and Chief Commercial Officer, DoubleVerify.
“Just as all travelers will expect higher standards to ensure their well-being, digital advertisers will demand clarity and confidence in their digital investments. Setting a clear, informed strategy to address the issues of fraud, viewability, brand safety and suitability, and consumer privacy, will help ensure advertisers — and their audiences — have a smooth journey ahead.”
Video is a particularly important medium for travel and hospitality advertisers. One study showed 65% of consumers rely on video when booking a trip. To improve performance, travel and hospitality advertisers need to be sure they’re targeting quality inventory that is brand-suitable, viewable, and free of fraud.
To learn more about how travel and hospitality advertisers can improve their performance as they ramp up their marketing efforts, read the full report here.
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