Look at the tours and activities sector first. For years, well-capitalized tours and attractions operators have bought display and video ads programmatically. “Programmatic” is a wonky term that means they use software to target consumers based on internet-browsing behavior.
Programmatic is a foreign notion for many local sightseeing and experience operators. While anyone can buy ads on Facebook and Instagram, few mom-and-pop operators know how to coordinate campaigns across different digital channels to build brand awareness cost-effectively.
Sojern, a travel-focused ad tech firm, plans to debut a subscription-based direct marketing service. The tool can help smaller operators run coordinated digital ad campaigns.
Noreen Henry, Sojern’s Chief Revenue Officer, said:
“A lot of small operators are super-passionate about the experience they deliver, but they’re not experts at digital marketing or technology. We can help them with creative, for example. If they provide us the visuals, we can help optimize the marketing message by testing different messages over a few months using A.I. [artificial intelligence].”
Sojern pinpoints travelers who have booked travel online to an operator’s city and are looking for something to do. Operators worldwide can use Sojern’s tools to sync and optimize their digital campaigns.
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