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|Clintton F.||Chief Client Officer||CA|
|Mike R.||Chairman & Chief Executive Officer||CA|
|Ron L.||Chief Operating Officer||CA|
Campaign Imminent: TripAdvisor taps agency partners for Viator as digital spend skyrockets (Score 63)
Ocean Media. Mercer Island Group ran this competitive review. Until now, Viator has relied on search and performance marketing to build its business. The brand didn't specify how much its offline budget will increase as a result of this shift, but it will increase. Therefore, sellers should get in touch soon to offer last-minute ad space. A fully integrated brand campaign is in the works that will roll out across audio, display, OOH, social and traditional film.
Viator has, so far, added over 300k global experiences. It allows users to do everything from researching to booking trips through its website, simplifying the planning process of excursions.
So far this year, Pathmatics reports the brand has spent roughly $2m on digital ads, almost 6x the roughly $349.5k spent in all of 2021. Viator's approximate full-year 2021 spend ($349.5k) reached less than half of that of $762.7k in 2020. The brand has earned ~294.6m digital impressions YTD via Facebook (64%), desktop display (25%), mobile display (10%) and desktop video (2%) ads. Top site destinations for this year's desktop display ads have included theflightdeal.com (34%), washingtonpost.com, retailmenot.com, aol.com and ebay.com.
This spike in digital spend leads me to believe Viator is primarily targeting millennials. According to Kantar data, TripAdvisor also utilizes OOH.
Agency & martech readers - Additional agency reviews could follow this one; get in touch soon to offer brand-specific PR and/or digital analytics services for Viator.