Travel Advertising Facing 20% Higher Rates of Fraud

Travel Advertising Facing 20% Higher Rates of Fraud
SHARE
THIS



DoubleVerify has released an industry report uncovering the state of media quality in the travel and hospitality sector, and measures advertisers can take to ensure their digital investments are maximised.

As vacation and entertainment activities 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.

Key findings for the time period between January 2020 to January 2021 include:

  • Fraud continues to be a concern for digital advertisers — and the travel and hospitality industry is a target. DV found a 20 per cent higher post-bid fraud rate for travel and hospitality advertisers compared with all other major industries.
  • Travel and hospitality advertisers often have stringent brand safety and suitability settings, especially if they are catering to younger audiences and families. Compared with the average rate seen across other verticals, travel advertisers saw an 82 per cent higher brand suitability violation rate. In APAC, the violation rate was +52 per cent compared with the average – the lowest increase globally – in contrast to EMEA (+87 per cent) and NA (+88 per cent).
  • While viewability rates are inching up overall, the viewability rates for travel ads lag behind the other major verticals. Display viewable rates in APAC were 11 per cent lower for travel advertisers as compared with other industries, and video viewable rates were 15 per cent lower.

“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.”

Imran Masood, DoubleVerify ANZ Country Manager said: “As state borders open and domestic travel booms, advertising investment from government tourism bodies and travel and tourism brands has scaled. Brands across Australia should ensure every dollar invested is driving impact to their market or their business. Our goal is to give our customers in the region clarity and confidence in their digital investments as spend resumes.”

Video is a particularly important medium for travel and hospitality advertisers. One study showed 65 per cent 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.

DV offers a robust set of protections for advertisers across all channels. In Q4 of 2020, DoubleVerify launched DV Video Filtering, an industry-first solution that helps advertisers reduce quality infractions and associated wasted investment across all video environments and devices — including CTV, where blocking is not supported.

 

Please login with linkedin to comment

DoubleVerify fraud Travel

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]