November 07, 2012

Advertising travel products to multi-screen consumers


In this whitepaper Google has seen evidence that usage behavior varies by device, which in turn has made the travel-purchasing process highly complex and therefore challenging for advertisers to fully grasp and benefit from.

Many travel companies are struggling with the speed of change in the mobile sector and in assessing the scale of the mobile opportunity, in deciding when and how much to invest in mobile, and whether to build mobile optimized sites and/or apps. The travel path to purchase is becoming increasingly complex in a multi-screen world, where customers jump not only from site to site but also from device to device in their online travel-purchasing journey.

The shift from desktop-only towards the use of multiple devices to access the Internet has radically changed how consumers engage with digital content and when they choose to do it. It is no longer an activity we solely conduct either at home or our work via a desktop computer, but is something which now also happens on the train, bus, in a café with friends, everywhere possible.

In this whitepaper we have seen evidence that usage behavior varies by device, which in turn has made the travel-purchasing process highly complex and therefore challenging for advertisers to fully grasp and benefit from. The only common denominator across all devices is that we, as users, expect to have our needs for information and services fulfilled immediately in a seamless and intuitive way. Travel advertisers must meet these expectations in order for their multi-platform strategies to become successful.

Download the full whitepaper at Google

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