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Episode 85: Michael Leavitt on the state of digital travel
Aug 16, 2024
In this engaging discussion, Michael Leavitt, a digital travel expert, dives into the evolving landscape of travel advertising post-COVID. He explores the role of programmatic advertising and AI in enhancing marketing effectiveness and personalizing travel planning. Leavitt highlights the unique challenges of maintaining data privacy and brand standards amid technological advancements. He also provides insights on the future of digital travel services, emphasizing the necessity of human connection despite AI's growing influence.
46:42
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Quick takeaways
- The travel industry is increasingly leveraging programmatic advertising and new media channels like CTV to enhance outreach and adapt post-COVID.
- Contextual advertising is vital for travel brands, allowing them to engage customers meaningfully while ensuring privacy compliance through innovative data practices.
Deep dives
The Growth of Programmatic Travel Advertising
The travel industry is experiencing significant growth in programmatic advertising, particularly in the post-COVID environment where demand for travel has surged. Players in the sector are shifting focus towards new media channels such as connected TV (CTV) and digital out-of-home advertising, which enhance their outreach capabilities. This evolution is driven by the need for innovative approaches to measurement and analytics, especially as cookie-based tracking becomes less reliable. The travel sector is leveraging unique data assets and deep customer relationships from loyalty programs to streamline their advertising efforts while adapting to changing consumer behaviors.
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