Why effective destination marketing is the future of contextual (year-round) advertising

""This is an opportunity where audiences can't swipe past it, you connect with them in a way that you have their focus, you have their attention," said Chris Demange, vp of monetization and commercial aviation business at Viasat Ads. "To be able to associate your brand with not only the right audience, but the right frame of mind for the audience - it's a super unique opportunity.""

"The opportunity is untapped in the sense that brands don't often consider destination marketing as a year-round piece of their ad strategies. But the brands that think about destination marketing similarly to how they view contextual advertising and utilize destination marketing as part of their ad strategies to its fullest potential are the ones that can truly reach the audiences they're looking to talk to - and without competition from rival brands."

"Tapping destination marketing as a way to reach the right audiences - who will actually listen In 2024, the Transportation Security Administration predicted that the agency would screen 18.3 million travelers from the Tuesday before Thanksgiving Day through the Monday after. And from Dec. 19, 2024, through Jan. 2 of this year, the TSA expected to screen nearly 40 million travelers. Both numbers represent a 6% increase over 2023, making it reasonable that these numbers will increase even furt"

Digital advertising is crowded, and destination marketing presents an underused channel for brands. In-flight audiences are engaged, open to communications, and captive because passengers cannot swipe past ads. The in-flight environment provides attention primacy and a receptive frame of mind that aligns with contextual advertising goals. Brands that integrate destination marketing year-round and treat it like contextual advertising can reach desired audiences with reduced competition. Rising travel volumes, illustrated by substantial TSA screening predictions, increase the potential reach and frequency of destination-focused ad campaigns during peak travel periods.

Read at Digiday