While eMarketer chose to focus on retail in their regular roundup of digital ad spend by category my interest naturally led to the travel category. While retail is the biggest ad spender in the US, travel is predicted to grow faster in 2013 and 2014 (14% and 16.6% respectively). One of the clearest trends that continues to be true in the travel industry’s use of digital ad spend is for direct response; nearly three quarters of total digital ad spend by the travel industry is predicted to be devoted to direct response. No surprise really, considering how much of the travel transaction can be completed online.
Too bad this is just for the US. Would be interesting to see what it’s like for the rest of the world.
eMarketer post: Retail Industry Maintains Digital Ad Spend Lead