Performance Marketing Review: Missed Flight Booking Opportunities

Aug 8, 2016

Passport and Plane Tickets

Happy Monday, readers! The summer travel season may be at its peak, but airlines may still be missing out on booking opportunities according to a new study. This leads our weekly roundup of performance marketing and digital marketing industry news, reports and insights. Have a great week!

Flight Booking Study Shows Potential Missed Opportunity for Airlines

Yieldr analysed seven million sales for low-cost and traditional carriers in North America and Europe to uncover patterns. As reported in tnooz, the study shows that the largest portion of bookings are made on Mondays during working hours with about 22% of bookings made over this period. The hour between 11am and midday is when bookings reach a peak.

The percentage of bookings then dips for the next three days before increasing again on Fridays to about 17%. Based on its analysis, Yieldr deduces that there could be up to 920 million seats left unfilled based on IATA’s predicted 2016 passenger load factor of 80.4% and 3.8 billion passengers.

Digital Marketing in Banking: Evolution or Revolution?

This much is certain: financial marketers now know more about consumers than at any other time in history. Financial institutions today regularly apply insights gleaned from a combination of transactional and interactional behaviors. They factor consumers’ needs and preferences — both those that have been expressly stated and those that are implied. Financial marketers finally have ready access to the metrics and intel they’ve sorely needed. As featured in The Financial Brand, Cognizant outlines four key forces reshaping marketing priorities and budgets in the banking industry.

IAB CEO: Taking Responsibility for Ad Experience the Key to Solving Industry Problems

Ad blockers have become a big topic across the industry, bringing the work of publishers and advertisers into question, and it’s a fast-spreading trend. The IAB estimates that 22% of all online users in the UK download tools to block certain types of inventory, while PageFair has the figure at 16% for the US. As reported in PerformanceIn, Interactive Advertising Bureau (IAB) CEO Randall Rothenberg has stated that brands should take more responsibility and better manage their experiences if they want to put an end to certain issues surrounding the ad economy.

Yet, another point of view…

Why Ad-Blocking Doesn’t Matter

The online industry is in a right tizzy about ad-blocking. Amid this blind panic, it’s worth considering why ad-blocking doesn’t matter as much as you think, writes Mark Cooper, RadiumOne’s operations director in a Campaign op-ed. He says ad-blocking has less significance because inventory is growing at a greater rate. In other words, the opportunity to deliver ads is getting larger as online time and the online population increases across devices.

He also contends that ad-blocking differs from ad verification issues such as viewability, fraud and brand safety, in that you’re not wasting money on ads that weren’t seen, were seen by a robot or were placed in a damaging environment.

And in case you missed it…

Facebook Downgrades Clickbait News Titles in News Feed

As reported in MediaPost, according to a blog post on the company’s site, Facebook has heard enough negative feedback from the public regarding clickbait-style news stories (i.e. When She Looked Under Her Couch Cushions And Saw THIS… I Was SHOCKED!”; “He Put Garlic In His Shoes Before Going To Bed And What Happens Next Is Hard To Believe”; or “The Dog Barked At The Deliveryman And His Reaction Was Priceless.”) to alter their algorithms. The company previously altered the News Feed to downgrade posts that caused people to click and then quickly return, but the problem has persisted, so they categorized a large group of clickbait headlines and built a dataset to work out from.

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