Matteo: [00:00:00] Hello everyone, and welcome to today's session, destination Reaching Summer Travelers to Full End of the Year Bookings. I am Matt Ferrio, head of Media at Tangoo. Uh. As you know, we are programmatic first, uh, partner that help brands, uh, use data and technology to make smarter media choice across display, video, audio, connected tv, social, and of course digital.

Out of home at this point of the year, summer travel is a huge opportunity. Uh, people are in motion more open to discover and often thinking ahead. Whether it is their next trip or even early plans for, uh, for holiday. And that makes it [00:01:00] a key moment to connect with them in relevant uh, ways. Uh, so today we'll talk about, uh, how to turn those summer touch points into real, uh, impact from influence, consideration to driving, of course, Q4, uh, bookings.

And why not also, uh, last minute bookings. So we will focus, uh, in particular on, uh, programmatic channels like, uh, digital auto phone, and how, um, uh, creative and context relevance can really, really shift the needle for, uh, travel brands. I'm joined by two great people today. I'm really happy to have, uh, in, uh, this virtual room today.

So we have, uh. Robyn Croly uh, programmatic digital out home account director at, uh, Alight Media. Uh, Robyn leads, uh, programmatic out form strategy at one of [00:02:00] the, uh, UK's fastest growing out home media owners helping brands show up, uh, the right screen in the right place without just relying on, uh, good weather.

And Pajtim Pasha senior graphic designer here at Tangoo. Uh, Pajtim, uh, is one, the one who makes sure that campaigns actually look good and work. He is, uh, uh, shape creative for travel luxury fashion sport and has a thoughts on what cuts through and what doesn't. So we want this to feel like a conversation.

I've got few questions to guide us, but. We'll keep it relaxed and see where the, the discussion take, uh, take us. So before we dive in, I just want to set the stage a bit. So we are seeing a shift, [00:03:00] uh, this summer in how people plan, uh, travel less long term booking, more spontaneous decision. Often, often triggered by what they see around them.

Of course, that's where channels like digital, out of home can really, uh, step in, uh, constant context reach, uh, high reach and uh, and flexible. Okay. So Robyn, let's start from you. How are you seeing travel brand use, programmatic and digital perform channels to influence short term, uh, booking that she use right now?

Robyn: Uh, thanks, Matteo. Yes, we are seeing a lot of brands come into market last minute using programmatic for, uh, travel. I think the most clever way that people are doing that or the most common way that people are doing that at the moment is using weather triggers. So we are seeing brands. Uh, can utilize [00:04:00] programmatic and those data triggers when it's not so nice in the uk and we're, we have rain, et cetera.

They, uh, we're, we've seen encouraging people going to have a to a sunnier destination, and they're using that as a trigger to encourage. Last minute bookings. Uh, we're also seeing that in the UK when we have great weather and we have been lucky enough to have a lot of that recently. Uh, a lot more staycation brands and train stations that are promoting.

Going away to somewhere in the uk, traveling within the UK fire train and staying in a, in a location, um, within the uk, which might be a beach resort, et cetera, to try and get a last minute break in. So we are seeing that quite often. We are also seeing brands used real time, so last minute deals that are coming across.

So if we were, we've got a couple of [00:05:00] examples where brands are actually using. Their real time pricing on deals, and that's being shown on our screens at time of book, at time of, um, the ad goes out. So that can be flexible, obviously, depending on how last minute that is or what the destinations are or where that flight is from.

So we are seeing that quite a lot. Uh, we've also. Seeing just the ease of planning for our, for our partners, so obviously with or or our other partners that we can book programmatic campaigns through. It's the ease of looking at destinations and where there's destinations. Um, go from, so which particular airports fly to particular destinations or which train stations take you to those, those, um, staycations within the uk.

So using the mapping tools that we have in programmatic to plan more efficiently, that's some of the most common [00:06:00] things we are seeing at the moment. 

Matteo: Great. Yeah, I love that. And it, uh, really aligns with what we are seeing. Today. Uh, we often talk about, uh, relevance and timing, but we cannot forget, uh, about the visual impact.

So the moment someone actually notice, uh, your message is often the make or break point. And, uh, in high traffic spaces, like you mentioned airports or train station, we've got. Just a second. Maybe, maybe less. So, I would like to ask to pie team, how can visual design help, uh, travel brands stand out in these busy environments like airports or city center using, uh, digital out of home?

Pajtim: Thank you, Matteo. That's a great question. Um, [00:07:00] if you ever walked through an airport, which we all did, or a busy street, uh, or like London for example, or, uh, New York or Milan, or. Wherever, uh, you know what I mean when I say that? Uh, your eyes are constantly bombarded with ads everywhere and, uh, screens are flashing everywhere.

People are moving too fast, like you said, and you're tired and you're distracted, and the last thing you wanna see is like put your head up and, uh, just some flashes in your eyes so you are not concentrated. You're there, but you're not actually there. Uh, so how can a travel brand actually stand out in the, in this, all this noise?

You know, and to my opinion, I'm sure a lot of designers would agree with this, that simplicity wins. And, uh, especially in this case, because let's take for example, apple, [00:08:00] uh, as an advertiser, adver apple advertiser. So they have one image, one line, one message. And that approach always works, especially in airports or in the city centers because people don't have the time to just stop and read five sentences.

So you need to grab their attention for one or two seconds. That means, graphically wise, that means a big, bold image, a strong contrast from between light and dark, and, uh, minimal words, uh, but with emotion. And for example, instead of saying something, as long as discover a peaceful vacation in Italy, for example, you know, you can just say escape Italy, and people will get it.

People will get that. So after you say that, you just show a peaceful image and uh, maybe an, an empty [00:09:00] road somewhere in, in some sunset. Um, and the brain will. We'll connect with it in instantly. So the feeling is there alre already. So emotion matters. And uh, I think if we, if we, if we put more attention to this emotion, um, then, uh, then, then travel is like an emotion decision.

You have to understand that people, uh, don't just book a flight. You know, they want to book a feeling, they want to book a relaxation, they want excitement. Uh, adventure and, uh, the design should do exactly that. So she should know how to use warm colors for, for calmness or for example, cool colors, for fresh energy or a wide open visuals for freedom.

And, uh, is, is these kind of things that make, make, make the difference and, um. For example, Nike makes you feel like you're ale athletic. Even, even, even if you're [00:10:00] not. So, uh, a good travel ad should make, should have the same effect on, on everyone. So before they book it, they want to book an experience and that's, that's how you.

Would approach that. 

Matteo: Yeah. Great. Uh, really great point. And when the creative is so strong, programmatic buying can really, really unlock its full potential. For example, adjusting based on where people are or where they usually commute, what they are doing, even the time of the day. So it's not just about being seen, but about showing up, uh, at, at the right moment.

Uh, attention here in, especially in these environments is crucial because we know at Tangoo that exposure, for example, to programmatic digital out of home can amplify attention user by 52% we noticed in, uh, in our, in our campaigns. So Robyn, I would like to [00:11:00] ask you, what are some of the biggest benefits for travel brands using.

This kind of flexible programmatic pine, especially in this high traffic environment.

Robyn: Yeah, no problem. I think there are some really great points, um, made about creative and how we need to capture attention. Uh, we have recently launched here at Alight, uh, our, uh, hospitality and leisure venues, and we are finding that we're getting a lot of interest from travel brands in this sector. Um, obviously they are high traffic, but, uh, there's also the kind of dwell time in these, in these areas is, is significantly higher than that of many, many others where you are walking past for a few seconds.

Um, and we, we know that. The screens that we have in there are, have, had, have [00:12:00] really good capabilities, so they're full motion, they're eye catching. We can enable DCO in, in those venues, so dependent on where those pubs at bars or clubs are across the uk. Um, so we are finding that we're getting a lot of, uh, travel brands wanting to use that, utilize that space and that time.

I think the other point that we made about emotion when it comes to holidays, really important. Obviously within a pub, you are feeling good. You go there to socialize with your friends, you go there to socialize with your colleagues. You're spending time there to enjoy yourself, and you are also talking about other things that you enjoy most of the time.

So travel grounds can really, really benefit from using these kind of screens. Uh. We've researched kind of the talkability within pubs, so it's, um, our research shows that 67% of pub goers are more likely to talk about products that they see in out of home. And [00:13:00] when you think about holidays, just an anecdote from myself.

When I think about the places that I've booked this year, it's often been because my friends have recommended them. So these environments are really putting, putting travel brands at the heart of conversation where you're able to talk about opportunities or where next to travel to or what you want to do and how you want to spend your quality time.

So a really good opportunity there. Uh, I think also, um. The fact that, uh, you know, you go there with lots of different people, so we can definitely use that programmatic targeting. We know who's in pubs at what time, so whether that's even business trips or business. Um, business time away, or whether it's family holidays, we can change the creative based on people that are in those venues.

We know our audiences that are in those venues. So we are finding that a lot of leisure brand, uh, ho uh, travel brands, [00:14:00] sorry, are using the leisure environments to really capture audiences in the right moment, at the right time. 

Matteo: Yeah, absolutely. And of course you can have all the flexibility in the world, but if the.

Creative doesn't land. It's of course a wasted impression, or in this case, a wasted, uh, uh, OTS uh, I, I, I personally still see a lot of campaigns around, uh, that looks great in, uh, presentation decks or case studies, but. They struggle out there in the real world. No. Uh, where people are are on the move. So now we, we talk about, uh, amazing stuff and beautiful creatives, but I would like to ask to pie team, what are some common design mistakes travel brands make when, uh, [00:15:00] when targeting on the move audience?

Pajtim: Yes, when it comes to travel ads, especially on big, big screens like airports, malls, or subways, uh, brands often forget that people are not standing still. Like the majority of the crowd is moving and always going somewhere. So they're moving and they're carrying luggage and they're texting. They could be definitely in a rush.

So. Let me break down. Uh, what are the most common mistakes to do in this space when it comes to design? The biggest mistake that, in my opinion, is definitely the biggest mistake is trying to say too much at once. So, uh, overloading the screen with text is what I mean. Uh, and that, um, that ad that includes like, uh, a full.

A paragraph of a copy, for example, of you put there a flight detail, a location name, uh, you put there a brand slogan, [00:16:00] a logo, uh, the website laying like all, all in one frame. That's definitely wasted. Uh, because uh, no one is going to read all of that. Uh, then, uh, it's like trying to, to, to, to tell someone five stories while they're walking out the door, tell.

It's ba it's, it is basically that, uh, so it doesn't work. So, for example, um, one good example that McDonald's does, for example, uh, they show you a burger and then they ask this question with one word, like hungry. And yes, everyone might be hungry in that moment. So, so, boom. Uh, it, it, it gets, it gets instantly.

It gets in instantly. So travel ads should, uh, do the same. Basically use one message, one image. One feeling, and again, like I said before, keep it simple. So. Uh, using then, then another thing is that using colors or fonts that don't work in real life, like [00:17:00] sometime, uh, something, something might work not, and look good in the office laptop while you're designing it, but in the real world, world, uh, in an outdoor settings, and it, it, it doesn't work because the, the, the airports, halls are too bright, for example, and it can completely disappear your design.

So. Like, like examples, like putting a light, great text on a white sky photo. You, you, you cannot see that, for example. And then there are these other things. So a good design for outdoor screens must use a, a, a strong, uh, contrast, like I said before, a bold and easy to read fonts. Um, think of something like Nike users, uh, or, uh, Netflix or Spotify.

Um. Or a big text is a good thing that is readable and uh, that is readable actually from across the [00:18:00] street and from different distances. So design has to work out out there, not just in the office. And we mentioned this before, and I want to mention this again, that forgetting the emotional trigger is one of the biggest mistakes as well.

So a lot of travel ads usually show. I noticed that they show a, a plane or hotel room, but that doesn't, doesn't really connect because people don't book a flight because of the airline or the airplane. They, they book it because they want to feel something, they want to rest. They want to escape venture.

So instead of showing a plane or what happens af instead of showing the plane, you can just show what happens after the plane lands. So that's the trick. That's where people want to get is that's where people want to go. So, uh, the most, also the most common mistakes to wrap this all up would be saying too much.

Using hard to read design, forgetting the [00:19:00] emotional hook and not adapting the visuals to fit different screens. Um, these are the things that I can think of right now. It can I consider to be mistakes. 

Matteo: Yes. Yeah, I, I totally agree. So, um, this, uh, uh, ties, uh, very well with something we are noticing across, uh, several clients.

That is the value of using live data because you explain like a moment, a specific moment during the day of, uh, our. Audience and, uh, data can really, uh, refine not just where and when you show your hats, but what you say. So for example, travel partner patterns across the train lines, flight departures, hotel searches.

So as just say, people, uh, doesn't want to [00:20:00] see the plane or the hotel room, they want. To, to understand the experience that they will, uh, that they, they will have. So all that can feed directly into, into smarter, uh, messaging, uh, strategies. So let's talk a little bit about data Robyn. How can brands use, uh, current campaign data such as, uh, travel patterns across, as I said, train lines or airports?

To better target audiences and drive more, uh, relevant messaging. 

Robyn: Yeah. Perfect. I think some of this has obviously been covered in, in the initial question. We are seeing brands already, already doing that, uh, but using obviously first of of third party data, so. We have lots of third party data available to us via DSPs and SSPs that we're seeing being utilized.

But brands can also use their [00:21:00] first party data to look at, you know, trends, et cetera, and build that into programmatic advertising, which is obviously a great opportunity for them to. Build their audiences as well as, as, as drive more revenue from their current customers. Um, I think also the kind of use of API data as well, which obviously enables people to talk about real schedules and you know what, when flights are going out or.

Uh, when train time, when trains are leaving or et cetera like this brings the, brings the brand to life and, um, really helps people understand, um, the ease of making a travel decision. So it brings it to the forefront of, of their decision. So. For example, we, we've got a lot of train brands that use us across the UK and just u cleverly using kind of environments where they can talk [00:22:00] about trains from Houston, going to Manchester or to Blackpool, whereas then using Kings Cross to talk about Edinburgh or, or going to Yorkshire.

This is a really clever way that you can. Use data to reach people in those moments and have a think about, oh, that would be quite a simple journey for me and I can do a last minute decision decision for this. Uh, we've also had, um, some recent briefs, which I found really interesting. Um, looking at kind of different audiences for staycations.

I think staycations are becoming really popular. Uh. There was a, um, a recent, a recent campaign that we responded to, which was looking at staycations for dog owners. So across, obviously the uk there are different areas in the country where those are over in. We have Overindexing communities for people that own dogs.

They've got space, they've got bigger houses, um, et cetera. [00:23:00] So they will often think about going on holiday and taking their friend with them, they're friend with them, so. Uh, this brief, we looked at that, and then we can also overlay, um, our pub data. So the data that we have from pubs that shows which of our, our venues are really dog friendly and have a lot of families visiting with their, with their fur friend through those pubs.

So using data to reach people in an emotional way as well as in a, um, way that encourages people or gives them that information that they might not have known. So. The fact that they can travel really easily from Kings Cross up to, um, Edinburgh. 

Matteo: Yeah. Great. Amazing. Yeah, because when we combine, uh, smart targeting with, uh, with a good storytelling, uh, that's where the, let's say the magic happens and uh, of course [00:24:00] is a key part of, uh, that.

Consistency. So with travelers often browsing, uh, across, uh, uh, six channels, uh, over six weeks before, uh, booking, uh, seamless branding from digital auto phone to mobile to desktop can build trust at each touchpoint because, uh, the overexposures of the advertisement is. Is another problem that we brands and agencies should manage in, uh, in the right way because, uh, I mean is the fact that people use multiple devices and, uh, they get exposed to to, to several touchpoints.

So, um, from a creative point of view, Pajtim, what the, what the role does consistent branding play in building trust with? Travelers across these multiple touch, touch points, [00:25:00] and we can consider both online and, and offline. Of course. 

Pajtim: Yeah. Matteo, that's a, that's a great question and with high importance because, um, it's not, uh, by accident that big agencies, companies, or even NGOs, they, they spend a lot of time and attention.

And spend a lot on creating a brand guideline or a visual identity guideline because they know the importance of, uh, the, uh, consistency that they need to have out there in the world. And, uh, consistency, branding is one of the most important things that you want people, if you want people to trust you.

Uh, so for a travel brand, it's no different at all. Um, and, and it applies to everything. Um, it applies what you see, uh, online, uh, on your [00:26:00] phone, what you see in the airport, uh, or in even in printed brochures. And, um, let me just explain why. And I like to take a lot of, uh, examples and, and for example, Coca-Cola is one to go to for me here because, uh, they've been around for a while and they really know how to do this.

Uh, so. If you think about a brand like CocaCola, so no matter where you are, even if it's in a supermarket or a beach, uh, close to a vending machine, or even if you just scrolling through your phone, you'll recognize, you'll recognize CocaCola even if you just see the, the, the color code of the red that they use because you'll know and nothing else.

There's nothing else you need to recognize what is going on. So they, it's the same red color, it's the same white, uh, script font, and it's the same feeling of refreshment. And that's what you, [00:27:00] everyone, uh, should, should every brand and even travel agencies should aim for, to give the, the same feeling to, to people.

And, um. So that's, that's not coincidence. So the power of consistency, uh, it's, it's very, very, very, very strong. And it makes, because it makes people feel safe, uh, it makes people feel familiar and, uh, confident about, uh, what they're getting. So if you apply all of this to a travel brand, for example, if you see, uh, if someone actually sees, uh.

Your ad in airport, uh, with a logo, uh, on, uh, with one logo, I mean, and, uh, one photo style and, uh, one tone of voice. And lat see a completely different version of, in your social media, for example, with a different colored, with a different color or a different [00:28:00] language. So it. That will break the connection.

It will gain some kind of mistrust somehow. Um, they might not even realize that it's the same brand. And, uh, even worse, it can create doubt. So when people are planning a trip, uh, they're spending money, time, energy, and they need to feel confident that your brand is, uh, reliable and professional. And these are, and consistency is one of the things that proves that.

You are like reliable and professional. So I don't know what else to add here for the moment, but I, I, I think I try to, to, to explain how important that is. 

Matteo: Yeah, absolutely. All solid insights for, for sure. And I, I really like it. The, the way you, you, you name it, like consistency is, uh, is the power of course.

And with [00:29:00] Q4, uh, approaching. As, you know, a peak period for, for bookings. Brands want immediate ROI, of course, without, uh, uh, reinventing, uh, the entire wheel and the entire strategy. Uh, fortunately, programmatic digital auto phone is shifting from an exploratory way to always on, proven by, for example, steady budget growth and, and.

As Robyn already said, better attribution. So, uh, Robyn, are there any recent example or any recommendation that you saw you would give, uh, for travel marketers looking to get more from programmatic auto form in the run up to to k booking periods like Q4 and the holidays in general.[00:30:00] 

Robyn: Yeah, I think, I think what's great about programmatic is yes, we are already talking about Q4, but we are still seeing summer brands activating right now at very last minute, last minute deals. So. Um, there's always that opportunity. I think when we, we are thinking about really busy periods like Q4, which is obviously busy across, across the market for lots of brands and not just those in the travel sector.

I think what's really important is like standing out amongst the clutter, so. Obviously we spoke a lot about creative and how that can help, but I think briefing in, um, briefing in media owners as well as, um, obviously our programmatic partners or your programmatic, uh, providers, uh, I think briefing us in so that we can be as close to the brief as possible and, and really help you bring out that emotion and think about the opportunity for your brand in that current time.

So. You [00:31:00] know, if, if it's got a very specific audience, if it is going to need weather triggers, et cetera, trying to, um, learn off of, of previous campaigns, like we have that experience to help brands. So briefing in really early, although programmatic is great for, for last minute campaigns, I think just getting your briefs in early and working really closely with your partners to create standout campaigns, uh, in a cluttered environment.

Um. Such as a Q4 where we are extremely, extremely busy. 

Matteo: Yeah, yeah, yeah, absolutely. Uh, I absolutely agree with you, uh, especially as you said in, uh, in this. Uh, busy period. And, alright. Thank you both, uh, lots of, uh, sharp thinking and, uh, real world insights today. Uh, but since we have a few minutes before, uh, uh, closing and before we let you go, I want to close, [00:32:00] uh, with a quick, uh, question, uh, quick note.

So please, no pressure, uh, looking ahead to the next six. To 12 months. Uh, what's the one emerging trend or opportunity in, uh, digital auto form that you think travel marketer absolutely shouldn't, uh, miss? So could be something tech driven, creative, uh, data related, whatever exciting you must, uh, right now.

So I don't know if you want to start. 

Pajtim: Um, uh, creatively I think that, okay, trans are very cute, but it's not. It's not always to go to, if you follow a trend all the time, uh, you'll just be following something else all the time. Something that everyone is going through. So they [00:33:00] will change constantly. So, uh, in a, in a design matter, I think that, uh, again, I'm, I, I'm, I'm, I'm saying the same thing sometimes again and again, but if you're simple and you know what you are saying.

Then I think that's your style and that's the classic. That's your classic and you don't have to change so much and follow any kind of trans E. So E either if it's now or six months or a year, uh, be yourself as a brand. Uh, no matter if it's travel agency and people will, people will understand that. Our advisor say people will dig that and, and get it.

And when it comes to a tech, I'm sure. You know, better than me, but I would just say that, uh, let let your ads move with people. So what I mean by that is, uh, dynamic, dynamic content based on real time data, it would be, would be a good, good thing to go to because travel marketers can tailor things like, uh, weather, [00:34:00] location, time and day, you know, so.

It is good to use data. Yeah, I guess, but absolutely not the expert on that. 

Matteo: Yeah. Yeah. I really, really agree with you. And Robyn, do you want to add something? 

Robyn: I think, uh, with out of home specifically, I think that we should be thinking about how people are, are looking at holidays outside of advertising.

Uh. I, I've a lot of friends or when I, when I do see somewhere, I talk about where to go in the pub, the next thing that I do is, is I look at my phone and I'm on search and I'm looking through TikTok at what I want to do when I go to that country and how many weeks I need to take off work to see the whole, see everything that I want to see.

So it's like planning ahead and using other tools, obviously using programmatic, um, in that space we can. Also retarget. So using our [00:35:00] screens, um, and then using the omnichannel solution, um, I think is, is is really powerful because people are seeing ads in one place and then looking on their phones to, to discover more.

And we, we see that search really increases. Specifically in, in hydro environments like our pubs, um, uh, our pub network. So utilizing like the omnichannel experiences is really important for travel brands. Um, and yeah, to get involved in those conversations that are happening about the places where people can visit.

Matteo: Yeah, yeah. Uh, uh, really a lot of, uh, opportunities to test, to try also to, to maybe push brands and agency to do some experiments in, in that way that can really help them to, uh, of course, activate the channel in a quicker way. And, uh, and of course to have more [00:36:00] and more, uh, insights to measure that campaigns and.

Again, of course. What's the, the most important thing That is the, the return on the investment that can be higher for, for sure. Fantastic. So some really valuable takeaways there today. And, uh, before we wrap things up, uh, Robyn Pie team, where can, uh, people connect with you or see more of your work or maybe talk more about, uh, travel.

Robyn: Uh, shall I invest? Perfect. Yeah. So I am on LinkedIn, so Robyn Croly at Alight Media. Um, and also my email is fairly straightforward, so it is just Robyn@alightmedia.com. So yeah, happy to chat to any travel brands and, uh, discover we've got some opportunities to work together. So. Hopefully looking [00:37:00] forward to hearing from some of you.

Pajtim: Uh, you can connect with me on LinkedIn. Uh, my LinkedIn is Pajtim Pasha. You can also find me in the employees section or on the team section on uh, Tangoo website. 

Matteo: Amazing. Thank you. Thank you Pajtim. So, and thanks again to both of you for the insights and the. Honest, uh, perspectives about, uh, of course, uh, digital to phone, programmatic and creativities.

And of course, thanks to everyone who joined us, uh, today. Uh, at Tangoo we, uh, care deeply about helping travel brands make the most of every moment using programmatic to run, uh, smarter and more relevant campaigns that. Actually connect people like, uh, we, we said today, and as we have seen today, summer isn't [00:38:00] just about, uh, short term action, it's also a springboard to build.

Uh, momentum into Q4 and, uh, the holiday season. So we hope today, uh, give, gave you a few ideas to, uh, take back, uh, to your team or at least, uh, a fresh lens on what's uh, possible out there. So thanks again for tuning in and, uh, we'll see you at the end of July for our next webinar. Until then, enjoy the summer and, uh, save travels if, uh, you are heading anywhere.

Thank you. Thank you, Matteo. Thank you. It was a pleasure, 

Pajtim: Robyn. Bye bye, Matteo. Bye-bye. 

Robyn: Thank you. Bye. 

Thank [00:39:00] you.

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