Boston – Pixability, the world leader in video advertising optimization and insights across YouTube, Facebook, Instagram, and Connected TV, today announced the launch of its latest study, surveying the travel space across YouTube, Facebook, and Instagram. The report is designed to help travel marketers understand how their audiences are viewing video across these dominant domains to better develop and execute paid and organic video strategies. This report also examines how brand marketers are reaching and engaging audiences on these platforms, highlights successful brand tactics, and showcases how marketers can maximize the impact of their video investment.
The travel space draws more than 303B total views on YouTube alone, with views growing by 35% year-over-year, making the video domain a key channel for travel marketers. Pixability’s analysts found that viewers are turning to YouTube and the other digital platforms for content that’s tailor-made for digital — vlogs comprise 3 out of every 8 of the top travel videos. The report also describes how consumers primarily consume long-form content (3+ minutes) on YouTube, despite the fact that brands primarily publish short-form content on the domain — most often 30 second repurposed TV ads. In addition, Pixability uncovered best practices for travel marketers on Facebook and Instagram: on Facebook, cruise lines tend to be the most effective marketers, acquiring audiences through frequent publishing of short-form content while simultaneously experimenting with innovative ad formats and investing strategically in paid media; on Instagram, travel marketers can learn from successful brands like the Four Seasons, leaning into Instagram as growth platform to activate consumers through successive publishing of visually compelling photo and video content that is intrinsically suitable to the platform.
Across the board, the report demonstrates how brand marketers must evolve their tactics to effectively engage their audiences through video on the leading digital platforms.
Pixability’s expert data analysts have published reports analyzing video across many verticals, including beauty, fashion, gaming, consumer electronics, and food and beverages. Pixability also examines the video space at large across YouTube, Facebook, and Instagram through its annual State of Digital Video report.
Pixability’s data-driven approach to video advertising optimization and insights is independently verified by the YouTube Measurement Program, the Facebook Marketing Partner Program, Moat, and other third parties. The company’s patented video advertising software enables media professionals to deliver outstanding campaign performance across YouTube, Facebook, Instagram, and Connected TV. Pixability’s portfolio of global media agencies and their brand clients includes Dentsu-Aegis, Havas, Interpublic Group, Omnicom, Publicis, and WPP, as well as Johnston & Murphy, L’Oréal, and Puma. For more information about Pixability’s video advertising platform, please visit www.pixability.com.