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Pathmatics Blog
Travel, COVID-19 |


Digital Marketing Trends in 2020: Travel Advertisers & COVID-19 Impacts

May 27 2020 by Sarah Fleishman

Our new weekly briefing series kicked off on May 13. Join us weekly for to-the-minute updates on digital marketing trends in 2020, including a broad look at cross-category insights, movers and shakers, and a deep dive into a new sector each week. 

Week 3 Recap

Checking in on category spend trends, and top advertisers in the Travel industry.

Category Highlights

The third episode of our series looks at the top 10 categories tracked in Pathmatics Explorer. This week, we looked at the continued slump in the travel category due to the ongoing pandemic, and an uptick in the retail category as some areas begin to reopen, fueled by top advertisers Walmart, Target and others. 

We also looked again at the top 5 biggest movers across categories in the last week, including more retailers, including Burlington, DSW, and Cole Haan. get the recording

Travel Deep Dive

This won't surprise anyone, but Travel is down significantly due in large part to COVID-19.  

This week we covered the airline and cruise industries, including Southwest Airlines who has broken the patterns seen by most of its competitors, continuing to innovate and advertise at a consistent rate. Additionally, we took a look at Expedia, a long-time top advertiser in the industry who has fallen in the rankings since COVID-19 began. Expedia company Hotels.com has shifted budgets to social, with 65% of their budget now allocated to Facebook and Twitter, where they're running an innovative campaign with their mascot, Captain Obvious. We also covered the rental car and casino industry, both with advertisers finding ways to increase spending amid the pandemic. 

Got 15 minutes? Watch the full episode here.

Stay up to date with weekly updates on digital marketing trends in 2020.

We're back next week with Travel, and the week after that with Fashion & Beauty. Every week we'll cover cross-category updates, movers and shakers, and answer your questions live. Register now to join us weekly.

About Author
Sarah Fleishman

With over a decade of experience across digital marketing, content, creative, and PR, Sarah is a creative and dynamic thinker who loves to delight clients with unique and relatable content. Sarah graduated from UC Berkeley with a BA in Sociology.

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