According to the TAM AdEx report on the Commercial Advertising Sector on Digital of Travel & Tourism and Ecom-Travel & Tourism, the first quarter (Jan-Mar ’23) of 2023 saw participation from over 950 advertisers and more than 1,000 brands in the Travel and Tourism category.
In terms of video ads, there was a notable growth of 2.1 times in the number of video ads within the Travel and Tourism category during the period of January to March 2023, compared to the same period in 2022.
Ad Insertions on Digital
Ad insertions in the travel and tourism industry, including e-commerce travel and tourism, on digital platforms experienced a notable increase of 18% during the period of January to March 2023 compared to the same period in 2022.
Top 10 Advertisers and Brands
During the first quarter of 2023, the top 10 advertisers in the travel and tourism industry accounted for a significant 70% share of ad insertions. Topping the list was Dubai Comm/Tour Promotion Board, which held a 14% share.
A total of more than 950 advertisers and 1000 brands from the travel and tourism category were observed advertising during this period.
Utilization of Creative Types and Digital Platforms in the Category
Display ads dominated the category of ad insertions in both January to March 2023 and January to March 2022, accounting for over 70% of the total share.
In terms of video ads in the travel and tourism sector, there was a remarkable growth of 2.1 times in January to March 2023 compared to the same period in 2022.
Among the various digital platforms, desktop display emerged as the top platform, capturing 43% of the ad insertions share, followed by mobile display with a 25% share.