Consumers increasingly expect tailored communications from brands. By all accounts, travelers are most responsive to this bespoke messaging. A 2016 Jivox Benchmark Report shows personalized travel ads have Click-through and Interaction Rates over four times higher than traditional rich media. Dynamic Creative provides real-time information that helps travelers plan their holidays. But beyond the real-time rate and room or seat availability, you can harness weather to inspire travel.
Weather is one of our favorite Dynamic Creative solutions. Here’s why travel brands should take full advantage of this innovative solution.
1. Dynamic Weather creates FOMO
Dynamic Weather taps into that fear of missing out, or FOMO, that plagues all travelers – that a fun adventure is happening and you’re not there to experience it. Take the creative below, which harnesses Dynamic Weather. The weather in the user’s location, 39 degrees (4 celsius!), as if they needed reminding, is accompanied by an image of a crystal clear sea with adventurous snorkelers.
Conversely, displaying the weather in the target destination inspires people to learn more, like this ad for Breckenridge:
Dynamic Weather is a way to create urgency, reminding people of what they’re potentially missing out on.
2. Dynamic Weather is great for upper-funnel inspiration
Dynamic creative is effective for mid and lower-funnel marketing, and is ideal for direct response. However, Dynamic Weather can also be great for building brand recognition and consideration as people begin their search for travel.
For example, Sojern taps into its audience of our 350 million traveler profiles, to see who is looking for a sunny beach vacation, but are browsing several destinations. Sojern can ensure that your ad is placed in front of them, with today’s forecast, keeping your destination (and it’s awesome weather) top of mind and inspiring them to investigate your location further.
3. Weather is the second biggest influence on consumer behaviour
After the state of the economy, weather has the biggest impact on customer decisions. Therefore, Dynamic Weather is perfect for creating more engagement and helping travelers plan their holidays and activities.
Looking for ways to incorporate Dynamic Weather into your marketing mix? Get in touch now.
Ashley is Sojern’s Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she’s been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn’t like.
Logos, product and company names mentioned are the property of their respective owners.
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