We continue our series of conversations between respected bloggers from a range of fields and experts from Adobe. These unique encounters will offer insight into how end consumers feel about digital marketing, including how and when targeting is effective, what makes for an appealing campaign, and how marketing affects whether these all-important influencers spread the word about specific products and platforms.
Our featured blogger for this quarter is Abi King (AK). In 2007, after five and a half years as a hospital doctor, Abi decided to follow her dream of becoming a writer, and Inside the Travel Lab was born. This luxury travel blog is described as one of the best travel blogs in the world by National Geographic Traveller and Lonely Planet. She’s s an award-winning journalist and photographer whose work has appeared in National Geographic Traveller, Lonely Planet, the BBC, Red, CNN and more.
She spoke to Phil Duffield (PD), Managing Director, Ad Cloud EMEA. He oversees the implementation and growth of Ad Cloud across the EMEA markets.
AK: Hi I’m Abi King and I’m the founder of Inside the Travel Lab, one of the world’s leading travel blogs. But today I am in London in the Adobe offices and I’m catching up behind the scenes on digital marketing with some of Adobe’s experts.
Well thanks for agreeing to talk to me today. What do you think holiday companies are doing well? Do you think they’re doing enough with video to provide that spark?
PD: Whenever we make a decision about where we go it’s all about emotion, and video is the best vehicle to really bring that message to you to incite that emotion within a consumer, so vital. You know, advertising for years has been about exposure—get your ads out there and people eventually give in.
AK: Now, of course, people can switch off your ads more easily with a lot of video, can’t they?
PD: If we look at where we are as an industry today, it is a huge, huge issue that we need to address now, because young consumers will continue to download ad blockers if we do not create an enjoyable experience with advertising. So, we need to make sure that as a leader in the space, we are utilising all the tools that we have around creative data and automation to make sure that we deliver you, as a consumer, an experience in advertising.
So that we’re giving you the right message that makes sense to you, we’re doing it in the right environment that you want to see the ads in, and we’re doing it on the relevant—whether you’re watching it on a phone or an iPad or your TV—we’re giving you the right execution in that environment. And that’s something really important to us as a business, is making sure that we’re taking our consumers on a journey rather than just spraying ads everywhere and hoping they click on them.
When we talk about Facebook and delivering content in that environment, in social media environments, is it something you think is powerful for travel advertisers?
AK: I think it’s very powerful, with Facebook and to a lesser extent Instagram, people are on there to have a bit of fun.
AK: You know, to have a little bit of a break or to procrastinate or whatever, and so there is room there to catch someone’s attention in a very short way that I think works well there. I think a video ad on YouTube is annoying because you’ve gone to that link to watch that specific video, and to have to get through something else first is irritating, whereas if you’re just scrolling through Facebook or Instagram you’re just looking for light entertainment, and something interesting starts up, then I think that’s the place. I think that’s a better place.
PD: What do you think is the most powerful time of day that you actually pay attention to content and ads when you’re engaging in online content?
AK: That’s a really interesting question. I think for long form video, which I would include five minutes but up to an hour, it would be an evening thing. I think end of the day sit and relax and I’ve got time to really follow the story through and watch it. If it’s short, light things, you know, just a few seconds, then I would probably say the best time might be during the morning commute or a lunch break or something like that.
I notice that Saturday not many people are online they’re out living their lives, they’re having fun. Sunday they’re kind of, approaching the return to the working week and so that’s when you see a lot more people online; Sunday morning they’re having either a lazy lie in or a brunch, and they might have time then to read an article or watch a video. And certainly by Sunday evening and Monday morning, I see a lot more traffic and interaction in almost everything.
From a travel point of view, I think that’s probably because a lot of people don’t really like their jobs and as Monday morning approaches… (overtalk). Yeah, exactly that, that’s what I’d say. So day of the week is almost more important than time of day I think.
PD: Yes, you see we’ve all got them. All right, well look thank you very much, appreciate the input and the time.
AK: Thank you for tuning in and remember this is one of a six part interview with Adobe experts and do tune in and check out the others. It’s on blog.adobe.com/digital. Thanks for watching.