This Week in Digital Advertising: June 19

This Week in Digital Advertising: June 19

Happy Juneteenth! Congratulations to Star Bidtellectual Yulia Khudzik! Summer’s here and the world is changing for the better. Have a cocktail and read about the latest in the industry. It’s also on the blog.

The Nuances of Reopening: Adexchanger Podcast

Adexchanger‘s Ryan Joe interviewed Bidtellect CEO Lon Otremba for the latest episode of the Social Distancing with Friends podcast. Among the discussion was talks of reopening: “It takes a much higher threshold of safety and security to get people back to doing things the way they used to do things,” Lon says. They also dive into the evolution of Native Advertising: “I still believe the term ‘native advertising’ is transitional and eventually any advertising that is considered relevant and engaging will have to be native or it will cease to be relevant and engaging.” Listen to the conversation here.

Travel Post-Coronavirus

Let’s dive into what’s next for the travel industry (it’s not bleak, we promise). What can brands do now? How can advertisers adjust their messaging? Local travel (roadtrips!!) will be the most popular form of travel this summer. People, who have a van or a trailer would be seen on the road making frequent stops at places that might appear marvellous to them. Furthermore, luxury vacations may also be chosen by people, who prefer ecstatic travel opportunities. For instance, some might be tempted to explore the wildlife of Africa and might be seen planning a customized itinerary for themselves with the help of a luxury travel expert.

But how can different brands be of help here? How can advertisers adjust their messaging? Let’s take the example of a cleaning company. of course, they have a role to play here! Those who travel would be in need of tidying their dwellings before leaving for the trip and after returning. Hence, cleaning firms would need to show off their skills in providing urgent cleaning services. Needless to say that consumers will trust (and turn to) brands that can demonstrate their expertise. Moreover, they can distinguish themselves by over-communicating and being a trusted source of information that puts consumers’ minds at ease. Read more here. Watch our 7 messaging suggestions for travel advertisers below.

Watch: 7 tips to adjust travel messaging

More in the Industry: Cookies, Spotify, and Retail Sales

Retail sales in the United States were up nearly 18% in May after record lows in March and April, according to the US Census Bureau, but customers are still wary of brick and mortar reopenings. Marketers should shift to a ‘test and learn’ mindset, according to Adexchanger. Meanwhile, The IAB Tech Lab is shuttering the DigiTrust cookie-sharing program at the end of July. This comes as internet browsers are depreciating third-party cookies which often collected customer data for advertising. Spotify is on a talent hiring spree (Joe Rogan, Kim Kardashian to drop some names) and announced it is adding video to its self-serve ad platform, as well solidified a deal with Warner Bros. and DC. The company has spent over $600 million buying podcasts and expanding their library beyond music. Currently it is unknown if marketing strategies such as using a growth service to buy Spotify plays will also expand to cover these new additions to Spotify’s lineup. For digital advertisers though, Spotify’s expansion may encourage new potential target markets to their platform and for that, maybe some Spotify promotion could help them achieve their desired goals.

Happy Juneteenth

Juneteenth is the oldest nationally celebrated commemoration of the ending of slavery in the United States. On June 19th, 1865 – two years after the Emancipation Proclamation – Major General Gordon Granger landed in Galveston, Texas and announced that the war had ended and the enslaved were now free. The date celebration tapered o in the early 1900s, but gained popularity in the Civil rights movement of the 1960s and has seen another resurgence in recent years. TodayJuneteenth “celebrates African American freedom and achievement” and is a reminder that “nobody is free until everybody’s free.” Read more on Juneteenth here. Read more on how to support the movement for racial equality here.

Stay safe. Stay healthy.

With love and unity, Charlotte

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

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Travel Post-Coronavirus: What Should Advertisers Do Now?

Travel Post-Coronavirus: What Should Advertisers Do Now?

How has the coronavirus crisis impacted travel? What are the expected consumer trends and what can brands be doing now? How can advertisers adjust their messaging? This is the coronavirus travel impact for digital advertisers.

Will Travel Continue Post-Coronavirus?

Nearly four months into social distancing measures implemented due to the spread of coronavirus, we’re all daydreaming of jetting off to tropical beach locales and desperate to visit family and friends far and wide. Based on the latest research and best practices, travel will continue. But while consumers are eager to travel, health and safety concerns are causing trepidation. This doesn’t mean they’re down for the count: advertisers would do well to stay in touch with consumers during this time and fill them with confidence about sanitization measures and loyalty programs. So whether they are visiting a resort with a hotel warrnambool package or they are camping out at a retreat, they need to feel safe whilst they are there, and companies can help with that. We outline the latest research and best practices for travel and coronavirus. This is the coronavirus travel impact.

Strong growth is expected post-vaccine, resulting in a digital travel sales growth of 21% next year in the US. (eMarketer)

Did Someone Say Road Trip? Expect more Local Travel

Summer traditionally conjures images of warmer weather, lazy days and lighter workloads, and travel. As some states begin lightening restrictions, the prospect of “summer vacation” is a tantalizing possibility. Parents with kids who are nearly bored to death, are prepped with everything they might need for a trip, like camping tents or all in one car seats, and they’re ready to roll. Singles, or couples without kids, cannot wait break the monotony of isolation with a long, well-planned holiday. Hence, to quench the travel thirst and still remain safe, you can count on local travel, especially by car, which avoids crowds. Traveling by car is also cheaper, as many Americans face economic hardship and are wary of frivolous spending during a still-uncertain time. As long as Americans are prepared for their car trips, they will be able to have a safe and productive summer whilst following guidelines on safety. This not only includes health safety but driving safety as many will take to the roads. Drivers will need to make sure that their cars are working efficiently and they have done all the necessary checks. If they are traveling far then they will need to ensure that their tyres are in top condition, but to be safe they may want to look at where to buy tyres online to keep as spares in their trunk.

40% of consumers say that they plan to make fewer long-distance leisure trips and instead would consider planning more short distance leisure trips (Forrester’sConsumer Energy Index Online Survey, Q2 2020).

77% of US adults feel comfortable traveling by vehicle when coronavirus restrictions are lifted (eMarketer, May 2020).

Only 19% of US adults would book and travel abroad during June-August 2020 (eMarketer, May 2020).

25% of US respondents say they’re going to make use of promotions and discountswhen booking vacations post-outbreak (eMarketer, June 2020)

And according to eMarketer senior analyst Jasmine Enberg, “As summer breaks approach, US consumers’ appetite for travel is starting to increase. But fears of infection, foreign travel restrictions, and the desire to avoid a quarantine will keep most of those who pack their bags closer to home. Domestic travel, particularly car trips, will be the most popular form of leisure travel this year.” (eMarketer,June 2020)

Watch: 7 Messaging Tips for Travel Advertisers During Coronavirus

Show Off Your Cleaning Skills

The biggest coronavirus travel impact? More cleaning.

It (hopefully) goes without saying that a higher-standard of sanitization measures will be implemented once hotels, home shares, airplanes, and other forms of travel and transportation resume (and they already have). Furthermore, face masks will be used throughout venues, so if you’re looking for for some suitable protection, check out N95 masks for sale and the other face coverings available to you. The CDC has offered clear guidelines for cleaning and disinfection for post-coronavirus travel. Consumers feeling nervous will only feel at ease traveling armed with the knowledge that travel companies are taking these measures.

Just as important as taking the sanitization measures is SHOWING the sanitization measures. Consumers are feeling wary, even nervous – displaying hand sanitizer, wipes, employees cleaning surfaces – will further put them at ease.

Demonstrating safety precautions serves an emotional purpose as well as physical: for consumers, it comes down to trusting how the company is protecting consumers and employees. Consumers want to feel in control of their surroundings and in control of their health and safety.

82% of adults said they support deep cleaning after every night (YouGov data via eMarketer, June 2020)

76% were in favor of airlines adding sanitizing guidelines during the night safety demonstration (YouGov data via eMarketer, June 2020)

Messaging Suggestions

1. Brands can provide reassurance by being a trusted source of relevant information. Help consumers get over their fear of traveling by conveying updated travel information and cleanliness standards, for example.

2. Communicate new sanitization measures to put consumers at ease before they travel. It will build trust with loyal customers and attract new customers on the fence about traveling or deciding between one brand or another.

3. Be positive and hopeful; be the light at the end of the dark pandemic tunnel. When consumers see a positive outlook, they will be more hopeful and likely to travel with that brand.

4. Be mindful of the financial impact of the pandemic, as well. Offer pricing solutions, deals, flexible cancellation policies – and communicate that. Indicatesensitivity and awareness; don’t be tone-deaf.

5. Show loyalty to your loyal customers. Brands have already begun doing this, but communicate frequently with loyal members/programs and offer them incentives to resume travel with you. Stay in touch with tips on how to use points and o er easy ways for them to book in advance.

6. Big hotels and chains will have resources to fall back on. To keep up, boutique hotels and smaller travel chains should not go silent, but stay relevant and in touch.

7. Advertise locally! A vacation in your own town, weekend getaways, road trips, etc. will be more palatable to consumers.

This is the coronavirus travel impact. So get cleaning, keep in touch, and be a beacon of hope and reassurance during this uncertain time. We’re all eager to pack our bags. Advertisers should keep in mind these changes in consumer behavior, and continue messaging during coronavirus for travel in the future.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

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