New data from Pathmatics, the digital marketing intelligence platform, has revealed that brands in the hospitality sector have rejoiced at the re-opening of Australia and are spending big on digital ads they try to buy the hearts and wallets of consumers.
Pathmatics data findings in Australia
- Airlines increased their daily ad spend by an estimated 4X the average daily spend
- Qantas invested the most with their top ad creatives taking advantage of both interstate and international travel borders reopening
- Virgin Airlines was a close second with top creatives featuring prizes for the vaccinated
- Ad spend for travel & tourism more generally (including companies such as Airbnb, Tourism and Events Queensland and Booking.com) more than doubled (103%) their ad spend.
- There was a significant uptick in the travel & tourism category, with spending tripling (198%) in the first 3 weeks after NSW eased its restrictions.
- Top creatives from Destination NSW encouraged Aussies to ‘feel new again’ and discover the best eats in the area
- Ad spend for rideshare brands spiked considerably with Uber’s weekly ad spend increasing by an estimated 6X the average spend
- Top creatives centered around ‘earn with Uber’ for people to work for the brand
- Ad spend for dine-in restaurants almost doubled.
- McDonald’s topped the list with ad spend increasing by estimated 7 times
- Top creatives included the launch of Maccas Monopoly and the McSpicy range
- McDonald’s topped the list with ad spend increasing by estimated 7 times
Despite brands across the hospitality sector splashing the cash to win over Aussies, ad spend in the retail sector dropped 41% from $2.5m to $1.5m between this time period.
Gabe Gottlieb, the Pathmatics Co-Founder, and Chief Executive Officer is buoyant.
“With the news that Australia is once again open for business, brands are spending big as consumers are eager to get out and about, and make use of their newfound freedoms.”
“Online shopping was one of the recreational activities Aussies could partake in lockdown.”
“Consumers are turning to old pastimes like dining out, booking trips and taking part in their group leisure activities and this is reflected where brands are spending their ad dollars.”
“These provide a powerful tool to see which sectors and brands are upping their ad spend, and where to capture the attention of consumers who are eager to make up for lost time.”
“With 4 in 5 Australians double vaxxed and restrictions set to ease further, we expect to see these trends spike even further, particularly as more international travel resumes.”
