eMarketer estimates that nearly three-quarters of the US travel industry’s digital spending in 2014 will be devoted to direct-response objectives, as opposed to branding efforts.
OTAs’ emphasis on direct response is a function of advertiser familiarity and the format’s effectiveness. Direct-response advertising has proven successful in creating online bookings, and the OTAs that spend the bulk of travel industry ad dollars have years of experience perfecting this approach. Because of the model’s success and the travel market’s intense competition, there is little incentive for adjustment. Read the rest at eMarketer.