2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities.
Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.

The infographic features:

1. The Different Types of Travelers

There are key generational differences between travelers – what they are seeking, when they book and their most desirable destinations.

2. How and When Travelers Book:

Consumers are booking last-minute trips and activities now more than ever, especially on mobile.

3. The Impact of Social Media on Travel

Younger travelers prioritize sharing their trips on Instagram, so much so that they will not book a destination if it isn’t  #instaworthy.

4. The Rise of Artificial Intelligence

Hone in on the business traveler with artificial intelligence who are quickly moving from destination to destination so they’re looking for any way to make their traveling easier.

5. The Power of Programmatic… Next Steps

Digilant has outlined our top tips to make sure all digital marketers are ready for a successful 2019 summer travel season.

Interested in expanding your travel or tourism brands’ digital marketing presence? Reach out to us here to learn more.

GDPR – Resources and Information for Programmatic Advertisers

Until April 24th, 2018, when the GDPR Transparency & Consent Framework  was first launched in Europe, the new data privacy legislation was simply one of many acronyms thrown around the programmatic media buying industry that marketers were scrambling to appropriately define and apply to their brands’ digital advertising efforts.   Although the General Data Protection Regulation is meant to protect the data of EU citizens, as of May 25, 2018, all companies handling data of EU citizens must adhere to these new data privacy and security measuresregardless of whether your organization is located within the EU or not.

Now no longer just an acronym, but an active law, you’ll want to make sure that you and your partners are fully compliant in order to avoid to fines as high as 20 Million Euros or 4% of annual global revenue.

Check out our white paper below outlining the GDPR, its goals, what you need to do to be compliant, and Digilant’s commitment to the regulation.

2017 Holiday Campaign Media Planning Guide and Data Report

It’s the season to kick off your Thanksgiving and Holiday Campaigns. More and more Americans plan to get an early start on their holiday shopping. And they also plan on spending more. Cyber Monday is becoming just as important as Black Friday as it gains popularity amongst consumers. Fifty-six percent of consumers said they plan to shop Cyber Monday deals in 2017 versus just 39% in 2016.

Your Guide to the 2017 Winter Holiday Season

Digilant’s Global Analytics team, combined industry consumer data together with intelligence from last year’s media buying trends and campaign performance results, to determine best practices for advertisers ramping up their 2017 Winter Holiday digital media campaigns. In this guide, you’ll learn:

  • Consumer shopping patterns during Thanksgiving weekend
  • Consumer media consumption during this same weekend
  • Key dates for media spend and online shopper conversions
  • How to better reach your target audience during this winter season?
  • How to reach customers across devices during peak online shopping days?

Download the COMPLETE HOLIDAY CAMPAIGN GUIDE & REPORT to uncover insights to kick-start Holiday Media Planning!

Holiday Retail Advertising Guide: Black Friday vs Cyber Monday

For retail brands and advertisers, Black Friday and Cyber Monday are two of the biggest shopping holidays of the year. Fortunately, programmatic advertising can help them reach shoppers looking to nab a deal. But it would be a mistake to target the shoppers for these retail extravaganzas as one audience.
New research from Digilant indicates that Black Friday and Cyber Monday shoppers have considerable differences. Digilant’s new study — An Advertiser’s Guide to Target U.S. Holiday Retail Shoppers – explores Black Friday and Cyber Monday shoppers on a variety of elements: shopping habits, interests, preferences, and purchase intent. It provides insight into who Black Friday and Cyber Monday shoppers truly are, the common attributes that both audiences share, and what sets one audience of shoppers apart from the other. Brand advertisers concerned about how to most efficiently spend their programmatic advertising budget should consider the attributes of these shoppers as it could provide valuable insight into who they should target and the messages they should deliver. The study’s findings are derived from a consumer data analysis developed by Digilant’s Consumer Persona — a proprietary consumer insights and predictive modeling technology that reveals a deeper understanding of consumer choices and behaviors. The findings are depicted in the following infographic, and underscore the importance of leveraging granular data to better understand your target audience. For retail advertisers seeking to engage shoppers during the two most profitable shopping holidays, the first step to effective advertising is to dive deep into consumer data to truly understand who each audience is. This level of audience understanding is a requirement for marketers seeking to be more strategic and thoughtful about how they reach and engage in-market consumers through programmatic media buys. Is your team ready for Black Friday and Cyber Monday? How are you leveraging programmatic for the holiday retail season?
Click here or on top of the infographic image to get the full infographic view. Click here to see the Spanish version of the infographic.
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Millennial Consumer Persona Voter Study

The need for gun control in the U.S is the topic that concerns the most U.S. Millennial voters, 18-36 years old. Their opinion is relevant, since the Millennial population has surpassed Baby Boomers as the largest generation of U.S voters. They are also the most digitally connected generation, freely sharing their preferences, beliefs and opinions in social media environments.

A recent data analysis conducted by Digilant, examines Millennials’ social media conversations leading up to the 2016 U.S. presidential election. The study reveals insights about what Millennials estimate to be the most important issues. To develop this analysis Digilant used its Consumer Persona proprietary insight and predictive modeling technology in combination with ispDigital  company, Acceso’s consumer analysis technology to discover insights and data points that relate to U.S. Millennial voter preferences, interests and opinions.

Download the results in ENGLISH or SPANISHContact us if would like to learn more about how to apply this data to your programmatic strategy.

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U.S. Audience Insight Study Exposes Lifestyle of Trump and Clinton Voters by Generation

Digilant, today released the results of new audience insight research, US Voter Persona Study: Trump and Clinton 2016 Voters Across 3 Generations.  It reveals important audience insights about the preferences, interests, and behaviors of US voters who support Hillary Clinton and Donald Trump. The study examines the voter audiences across three generations – Millennials, Generation X, and Baby Boomers, and reveals how different these voters really are. Findings from this audience insight study yield valuable insights for political and brand marketers alike who want to reach voters during the 2016 US presidential election season. It shows that at a high level, these audiences have many similarities. However, a deeper analysis of the data at a generational level shows that these audiences exhibit very different preferences, interests, and behaviors. The study’s methodology leveraged Consumer Persona, Digilant’s proprietary insight and predictive modeling system, with third party consumer data to predict the likelihood of a user to take a particular action.

Specifically, Consumer Persona digested six third party data segments — based on age and affinity towards either Hillary Clinton or Donald Trump — to identify the unique preferences, interests and behaviors of each audience. The six audiences included Millennial Trump Supporters, Generation X Trump Supporters, Baby Boomer Trump Supporters, Millennial Clinton Supporters, Generation X Clinton Supporters, and Baby Boomer Clinton Supporters. “This Consumer Persona study arrives at a critical time for programmatic advertisers who want to target and engage voters this election season,” said Alan Osetek, Global CEO, Digilant. “It’s clear that voters are a complex audience. Our study delivers findings that can be used by programmatic advertisers to better understand the nuances of US voter audiences based on the candidate they support and the generation they fall within. For advertisers who want to drive return on ad spend, the next step is to apply this new level of understanding to their programmatic audience targeting strategy to effectively reach and expand their audience.” Key findings from the study include: Millennial Voters:

  • The millennial audiences of Donald Trump and Hillary Clinton supporters share some common ground — they are passionate shoppers. However, they have very different shopping habits and preferences. For instance, millennial Donald Trump supporters are heavy online retail shoppers, year-round. On the other hand, millennial Hillary Clinton supporters prefer to consolidate their shopping efforts, and they tend to make purchases on major shopping holidays such as Black Friday and Cyber Monday.

Gen X Voters:

  • The study reveals that Generation X Trump and Clinton voters are quite different, especially when it comes to entertainment and activity preferences. For example, Generation X voters who support Hillary Clinton frequently engage in sports and outdoor activities, while Donald Trump supporters prefer to spend time playing video games and streaming music.

Baby Boomer Voters:

  • Donald Trump and Hillary Clinton supporters in the Baby Boomer generation share an interest in purchasing antiques and collectors’ items. Yet, when it comes to how they consume content, their preferences take different paths. Donald Trump supporters of this generation are technology enthusiasts who prefer to download their content. Conversely, Baby Boomer Hillary Clinton supporters prefer to read print magazines and books.

Hillary Clinton Supporters:

  • Hillary Clinton supporters who fall within the Generation X and Baby Boomer generations share a love for the arts and entertainment. However, a closer look at these generations of Hillary supporters reveals that Generation X prefers to enjoy these activities at home, while Baby Boomers prefer to take-in the arts outside of the home, at the theater or Cinema.

Donald Trump Supporters:

  • Beyond sharing a preference for a political candidate, Trump supporters across the generations are quite different. Millennials who support Trump are investment savvy and heavy online shoppers, while Generation X Trump supporters are frequent gamers who prefer shopping at chain stores. At the same time, Baby Boomer Trump supporters have an affinity for baked goods and prefer to make purchases via mail order catalogues.

The findings from this audience insight study demonstrate the importance of leveraging advanced data solutions to gain a better understanding of target audiences to facilitate precision targeting, and drive marketing performance. Brands and advertisers looking to capitalize on the 2016 election need to spend their programmatic advertising budget wisely. They should shift away from targeting voters based solely on candidate affinity, and instead target voters based on a multitude of data points. This approach can deeply impact how they reach and engage their audience, especially in the days leading up to the election. Osetek added, “While programmatic advertisers are leveraging data today, many are using outdated solutions that only scratch the surface and don’t deliver a deeper perspective. This study highlights how different audiences can be when you take a more granular look at the data. Investing in robust and powerful advanced data solutions is a must for advertisers today – it can truly help deliver a competitive advantage.” To view the study click here.

US Voter Persona Study: Trump and Clinton Voters Across 3 Generations

Digilant’s US Voter Persona Study combined Consumer Persona with third-party consumer data to predict the likelihood of a user to take a particular action. In the case of this study, the action is visiting the polls and voting for either Hillary Clinton or Donald Trump. Consumer Persona digested third-party data segments based on age and affinity towards either Hillary Clinton or Donald Trump to then identify the unique preferences, interests, and behaviors of consumers of each audience. Findings from this study yield valuable insight for political and brand marketers alike who are seeking to reach voters during the 2016 election season.

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General Olympics Fans vs. Targeted Olympics Fans

Digilant leveraged its Consumer Persona technology to conduct a study that took a deeper look into the interests, preferences and behavior of consumers who are General Olympics Fans vs. Niche Olympic Sports Fans.

The study reveals key differences between these two audiences – for example, consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports.

For marketers, the findings demonstrate missed opportunity and underscore the importance of leveraging advanced programmatic targeting technology to better reach an audience.

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