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Additional key findings include:

  • Digital video ads are essential for travel discovery. Nearly three-fourths (74%) of respondents said digital video ads have allowed them to learn about travel opportunities they probably would not have known about otherwise.
  • Ad receptivity correlates to content quality as 69% of respondents said they are open to watching ads on streaming TV because they are getting access to high-quality TV shows and films.
  • Video is a key part of the travel research process with 65% of respondents saying they almost always watch a digital video of a travel destination before booking a trip. The study also found that professionally produced ads are nearly three times more effective than user-generated content in encouraging viewers to take action after viewing the ad.