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Media and PR

Travel Brands' Social Media Advertising Matures — Digital Marketing News This Week

Jeremy Kressmann

Photo Credit: Social media platforms like Snapchat (its iPhone app pictured above), Facebook and Twitter are looking to evolve as they chase bigger media budgets from advertisers. Skift

Skift Take

Social media players like Facebook and Snapchat have had lots of of success capturing bigger shares of travel marketers' advertising budgets. But if they really want to earn the big money traditionally saved for TV campaigns, they'll need to evolve beyond the "social" label.

This week, we're talking about the evolution of social media advertising. Travel brands have become much more comfortable over the past five years spending their media dollars on social sites like Facebook. One need only look at recent marketing moves by advertising giant the Priceline Group, which once avoided Facebook, as proof of the industry's shift. But it turns out the travel industry's embrace of social hasn't been enough. Social media firms from Twitter to Snapchat to Facebook are increasingly aiming their sights higher. They no longer want to be considered "experiments." They want to win the big multi-billion dollar ad campaigns once reserved only for television. And to do it, they're trying to shed the "so

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