The travel and tourism industry has found in Connected TV (CTV) a powerful ally to effectively connect with its audience. Kivi has led successful initiatives that demonstrate how the use of CTV can become a key tool for the travel industry. 

Kivi: Your travel and tourism ally

The travel and tourism industry has found in Connected TV (CTV) a powerful ally to effectively connect with its audience. Through highly visual and aspirational branding campaigns, airlines and tourist destinations have managed to capture the attention of potential travelers, encouraging them to choose their next destinations.  

In this context, Kivi has led successful initiatives that demonstrate how the use of CTV can become a key tool for the travel industry.

Recommended CTV targeting: travel and tourism

The main objective of CTV campaigns within this category is to create an emotional connection with the audience. The travel industry relies on aspirational creative that allows consumers to visualize their next adventure, influencing their purchase decision and, in turn, strengthening brand recall.  

This approach ensures that potential buyers and leads consider brands in their top of mind when planning their trips. 

In addition, CTV has established itself as a key platform for travel due to its ability to deliver visually engaging content in non-skippable formats, i.e. ads that can appear before, during or after a video, and cannot be removed by the user. This feature allows tourism brands to reach their audiences without interruption, achieving a profound impact on recall and purchase intent. 

Kivi has optimized multiple campaigns for airlines and destinations, generating positive results in metrics such as view-through rate (VTR) and cumulative impressions.

Key metrics and results

The campaigns executed by Kivi in the tourism sector have achieved impressive figures: 

• Cumulative Viewing Rate (VTR): 94%. 
• Total Impressions: 3.5 million. 

These results reflect the impact that can be achieved with CTV by employing high-impact, non-interruptible visual strategies, which generates a strong bond between brands and their audiences.

Recommended periods for CTV tourism campaigns

Although tourism is a year-round industry, certain periods can be strategic to maximize the impact of campaigns. Some general recommendations include: 

• Winter vacations: during this season, winter getaway destinations or cold-related activities gain relevance. 
• New Year's Eve and New Year's Day (months leading up to December): Year-end festivities drive people to seek out travel and getaway options, making this season an excellent time for promotion. 
• Holidays and long weekends: Local holidays, such as Easter, are opportunities for tourism brands to impact travelers looking for quick getaways.

Best formats for tourism on CTV

Kivi has offered innovative solutions to its clients in the tourism sector, developing formats such as Rich Media, with the integration of QR codes and real-time promotions. These creatives have been implemented on AVOD (ad-based video on demand) platforms and FAST (free TV with advertising) channels, adapting to the specific geographies of each client.  

We have also performed monthly optimizations to ensure that the campaigns achieve the expected KPIs and reach the right audiences.

Geographic targeting in tourism campaigns

Geographic targeting is essential in tourism campaigns. Kivi has achieved success stories with major airlines in countries such as Chile and Colombia, reaching audiences interested in travel and tourism through detailed segmentation.  

This tactic allows brands to reach specific audiences, optimizing the impact of their campaigns.

Tourism success with CTV

Tourism is an industry that relies on brand awareness to strengthen its market presence. CTV campaigns allow brands to create immersive communication spaces, displaying engaging and aspirational content on large, non-interruptible screens. This approach ensures that brands remain present in consumers' minds, which drives purchase intent and brand loyalty. 

To conclude, CTV is a format that offers great opportunities for the travel industry, helping brands to connect emotionally with their audience, generate recall and ultimately convert that interest into action.