Advertisers Face More Complexity Navigating APAC Travel Consumer Journey

Their campaigns should cover a variety of markets, languages, and media formats, said Russell Young, Sojern’s CEO for Asia Pacific, highlighting the program’s potential to address these challenges.

In this Q&A session with ExchangeWire, Young explains why today’s consumer still sees irrelevant ads and urges travel companies to offer less targeted online ads to better communicate with travelers in the region.


What’s the challenge and support for monitoring / measuring performance across devices, especially in the highly fragmented Pacific mobile landscape?

One of the biggest challenges is the lack of uniformity in technology development across the region. For example, priority for cell phones means something different in each country. There are a wide variety of usage scenarios for using mobile phones, and it varies greatly from country to country and therefore there cannot be a comprehensive strategy for Asia-Pacific as a whole.

For example, smartphone penetration in Singapore is the highest in the world, at 70.5%, while most mobile device purchases in India or Indonesia are still phones, not smartphones. Consumers using regular phones have smaller screens and less bandwidth to consume ads; therefore, you should take this into account when customizing your marketing campaigns for each of these regions.

What do brands need to know to better market Pacific travelers?

First, we know that programmatic adoption by marketers in the Asia-Pacific region is on the rise, which is an exciting trend. However, keep the following in mind: Access to accurate data and effective targeting are the key ingredients to make program campaigns effective.

As an advertiser, you need a partner with exceptional infrastructure and technical resources to optimize pricing and creative decisions at scale, but data is the most important part. Using rich data sets to reach consumers exactly when they need them, exactly what they need, is pure magic. This is not an announcement, but an agreement.

By analyzing rich datasets, we can clearly see when a traveler is in search or appointment mode to identify the influence window before booking. For example, an intern looking for general flights to beach destinations in Asia could be the target of an inspirational video ad from a national tourism agency or photos of a group of hotels with a variety of beautiful properties in the region. The clearer the destination’s purpose, the greater the specificity of the ad.

What are some misconceptions here like how marketers approach travel consumers, what do you want to address?

Target all Pacific and Pacific travelers, as our data shows that travelers differ significantly based on their origin, destination, and destination. made.

Another misconception is that a global marketing approach across the region will yield the necessary results. Offering channel preferences, cultural differences, and multiple languages   do not have to be considered alone, it is essential for any pan-Asian trader.

It highlights some of the biggest challenges marketers face today in reaching consumers here.

Marketers in the Asia Pacific often require more sophisticated marketing plans than their peers in other regions to communicate with their audience on an individual level. Most of the campaigns here cover multiple markets, multiple languages, and multiple devices and media formats; Therefore, implementing new campaigns can be complicated and time-consuming.

In addition, each market has its own nuances and if your campaign in Singapore works well, there is absolutely no guarantee that you will see the same performance in Japan. In addition, marketers need the emergence of the ‘Swiss Army’ app, WeChat. If you are looking for a different application outside of the ecosystem in the mobile environment, you may be disappointed with the results.

The marketing team at ATS SG 2016 realized the complexities of managing mobile campaigns. What do you think creates complexity and frustration?

The mobile phone is a different ecosystem than the desktop, which means that many of the standard practices that marketers use in the desktop world have changed. While cookies are still the primary currency of computer user statistics, mobile user identification includes thousands of hardware variants for mobile devices, different operating systems and browsers, millions of applications using different ad platforms, and more. The complexity is driven by the challenge of connecting users to devise IDs in an ecosystem that is not yet standardized.

What should ad technology providers do to make it easier for marketers?

In general, travel agents should strive to offer fewer online advertisements and make them more targeted and relevant. If your ads are based solely on demographic targeting, you are wasting the time these individual users have in the marketplace. Ad technology providers must help advertisers expand their individual behaviors and user intent to deliver much more targeted, relevant and intelligent advertising.

Despite technological advancements in data segmentation and analysis, ads are still showing very often and at the wrong time. Why do these problems still occur?

The reality is that programmatic ad technology has made it easier for brands to reach more consumers than ever with more ads. However, programmatic advertising is a tool that, like all tools, is still evolving and requires a significant amount of training from the advertiser – and sometimes human intervention – to get it right.

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