With travel back in the cards in many parts of the world, Snapchat is looking to help travel advertisers reach its captive audience with new Dynamic Travel Ads.
As that would suggest, Snap's Dynamic Travel Ads match up offers from a business's product catalog in order to serve up travel destinations relevant to each user, based on places they have visited and other products he has previously looked at.
"We have many travel brands working with us, and we're launching these Dynamic Travel Ads to provide them with an even better way to connect with those audiences," Snap told Digiday in a statement.

"Dynamically retarget users who have visited your website or application with hotels, destinations, or flight routes of most interest to them."

The ads use Snap's pixel tracking of the matching user behaviors combined with Snapchat's internal data and activity tracking.

And with visitor data on 49 million unique places listed in the Snap Map, Snap's also able to offer advanced, locally-relevant campaign delivery to serve hotels, airlines, destinations, and tours based on popularity.

An improved ad creation process also includes better catalog setup for travel brands along with more product feed attributes, which are specific to the travel business. That allows for more targeting options, so advanced targeting opportunities are deployed to make sure that the most relevant ads can be served to each user.

During beta testing that has been operating for the past six months, Snap states that Dynamic Travel Ads delivered better results for Booking.com and Etihad Airways.
With Dynamic Travel Ads, Etihad reduced its cost per flight search by four times. What's more, they achieved 307% increase in ROAS along with 76% reduction in the cost per purchases as compared with the non-dynamic campaigns.

Besides, Snap says it is also adding a new 'Location Aware' catalogs option for all of its Dynamic Ad options.

Many companies's price, availability, or messaging can be different orders of magnitude in one region versus another. Our "location-aware" catalog support allows advertisers to add a latitude/longitude within their catalogs so whether they are a Retailer, Auto Dealership, Hotel Chain, or Food Delivery service, their message or offer will be tailored to wherever their customer is in the world.

Some of that is affected by the ATT tracking prompts introduced by Apple, which Snap recently cited as having affected its numbers.
In Q4 last year, Snap said that the Apple iOS privacy-related changes had affected ad partners 'who prefer to leverage lower-funnel goals, such as in-app purchases', though advertisers who made optimisation via web-based goal-based bids saw less of an impact, because many of them had adopted the Snap Pixel.

"Ultimately, our first-party integrations allow us to build out measurement solutions based on advertiser input and directly connect how our formats and targeting work so that businesses have the most accurate view of ROI. These allow us to preserve the privacy of our community while helping advertisers weather the disruption from platform changes."

Most of the data that would be used to fuel Dynamic Travel Ads would fall in that latter category, but again, there would be variable levels of impact on different brands and developers based on whether users choose to opt-out of tracking.

Even so, the option will provide new opportunities for travel brands, and as more look to boost their efforts in the wake of pandemic restrictions, it could be a valuable consideration.