The Travel Media Network Explainer 2024

What to Know About the Next Industry Poised for Takeoff in Commerce Media

Report by Sarah Marzano  | Oct 22, 2024
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Executive Summary
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Table of Contents
Executive Summary
Major factors contributing to the TMN opportunity
Why should advertisers consider TMNs?
What will drive growth for TMNs?
Who are the key TMN players?
What is next for travel media?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.
Topics
Travel
United States
Table of Contents
Executive Summary
Major factors contributing to the TMN opportunity
Why should advertisers consider TMNs?
What will drive growth for TMNs?
Who are the key TMN players?
What is next for travel media?
EMARKETER Interviews
Sources
Media Gallery

Travel is emerging as a prominent vertical in commerce media—the latest nonretail industry looking to cash in on the ad model that has proved lucrative for retailers. Airlines, ride-hailing apps, and online travel agencies are among companies across the travel ecosystem launching media networks powered by first-party data.

Key Question: What should advertisers and travel companies know about the travel media network (TMN) opportunity?

Travel Media Network Ad Spending Will Exceed $2 Billion in 2024 (billions in US travel media network ad spending and % of digital ad spending, 2023-2026)
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Key Stat: Ad spending on travel media networks will exceed $2 billion in 2024 and grow at a compound annual growth rate (CAGR) of 17.88% through 2026.

Here’s what’s in the full report

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7charts

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5expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Major factors contributing to the TMN opportunity
    3. Why should advertisers consider TMNs?
    1. What will drive growth for TMNs?
    2. Who are the key TMN players?
    3. What is next for travel media?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Travel Media Network Ad Spending Will Exceed $2 Billion in 2024 (billions in US travel media network ad spending and % of digital ad spending, 2023-2026)Most Advertisers Are Interested in Commerce Media Offerings From Verticals Outside of Retail (% of retail media advertisers worldwide, Q4 2023)
    The Commerce Media Landscape Will Continue to Be Dominated by Retail Media Ad Spending (billions in US retail, travel, and financial media network ad spending, 2023-2026)US Digital Ad Spending Growth, by Industry, 2024 (% change)
    Uber Is on Track to Top $1 Billion in US Ad Revenues by 2026 (billions in US Uber ad revenues and % of travel media network ad spending, 2023-2026)Not All Commerce Media Networks Are Created Equal (key differences in commerce media networks data and audience insights)
    More Than 4 in 10 Brands and Agencies Will Seek Opportunities to Invest in Nonretail Commerce Media (% of retail media professionals worldwide, Q4 2023)

    Interviewed for This Report

    Eric Brackmann
    Koddi
    VP, Commerce Media
    Interviewed September 5, 2024
    Sean Crawford
    Threefold
    Managing Director, North America
    Interviewed September 17, 2024
    Richard Nunn
    United Airlines
    CEO, MileagePlus
    Interviewed September 27, 2024
    Rob Torres
    Expedia Group
    SVP, Media and Affiliate Solutions
    Interviewed July 19, 2024
    Pasqual (PJ) Triboletti
    Fluent
    VP, Partner Development, Commerce Media
    Interviewed August 21, 2024

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    authors

    Sarah Marzano

    Contributors

    Suzy Davidkhanian
    VP, Content
    Vladimir de Leon
    Chart Editor
    Wendy Malloy
    Director, Reports Editor
    Emma Noyes
    Graphic Designer, Data Visualization
    Sakina Thanawala
    Yoram Wurmser
    Principal Analyst