The brand that has given the hotel industry a run for its money has now forayed into the business travel world. Aiming to be a solution for business travelers with perks such as 24 hour check-in, wifi, and “premium support” as detailed by accompanying landing pages, Airbnb rolled out a new campaign across desktop and mobile on May 3rd. With brazen creatives stating, “There’s a new way to travel for work.” the brand is re-focusing all of their digital efforts to this initiative.
Read on for highlights from their recent campaign and download their full strategy with our new Brand of the Week report here.
According to AdWeek, Airbnb’s new business-travel campaign will be targeting top publishers such as New York Times, Wall Street Journal, Fast Company, and Chicago Tribune, amongst others. Slated to run until June 25th, the brand started the campaign on Vice.com launching display and mobile creatives. Starcom, which has worked with Airbnb since 2014, is running the new endeavor building off features the brand launched last year trying to break into towards the business-travel world.
Where are the video creatives?
AdWeek also reported that Airbnb will be running online video creatives. While we have yet to detect any video activity on display or mobile with this campaign, the brand has video overall in 2017. Since late March, Airbnb scaled back their digital advertising and has been relatively quiet until this campaign. Over the last thirty days, the brand spent 98% of their digital budget in the last week alone. Of that, 81% has been directed towards display placements with the remaining going to mobile. Year-to-date, Airbnb has spent north of $3.3M on digital, with the lion's share - over 88% - going to desktop video placements. Display trailed with 11% share, and mobile rounded out the remaining 1% of their budget. February and March saw the majority of this ad activity with creatives targeted towards family travel on AOL and Huffington Post.
Because of this, it is likely that Airbnb will ramp up their online video spend relatively soon with high-value placements on the major publishers they’re targeting. Download the free Brand of the Week report for insights into how they are buying, including direct and programmatic spend and impression data.