Shifting Screens: Travelocity

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Travelocity

When was the last time you heard someone say “I’ll just ask my travel agent”? Been a while? That’s probably because of the surge of travel sites, reviews and tools that are now available online to help us plan the perfect trip.

As of May 2014, 57% of all travel reservations were being made online. Not to mention that another report found that 77% of people plan to book more trips from a smartphone in the next year.

Here we’ll compare Big Fish’s desktop ads with the ads they run for their Mobile Site to see how they maximize their ad potential on each specific medium…

Both feature the infamous Travelocity Gnome which provides familiar branding and the traditional blue and orange color scheme. Through this branding the consumer will instantly recognize it as Travelocity. Branding in desktop advertising is highly useful, since it increases the recall for the viewer. After seeing it, when the viewer comes across another Travelocity ad they’ll immediately make the connection.

Even more valuable, with a recognizable image like the Gnome, when a consumer wants to find a discount travel site in the future it’s likely they’ll remember Travelocity over the competition.

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How do Big Fish Games’ mobile ads differ from their desktop ads?

These mobile ads are very simplified – the first one simply states the benefit of being your own travel agent, and the second focuses on the luxury of the destination. It’s also important to note that the branding in these is more subtle than in display ads.

In both their mobile and display advertising, Travelocity maintains a strong presence with their banners. The main difference between the two strategies, however, is what style they focus on. Is the branding or the messaging more important?

For display advertising, Travelocity uses the memorable gnome that everyone associates with. This is their strongest piece of branding. In mobile, they focus less on the branding they’re gnome for—oops I mean known for— and instead make the message the dominant part of the ad. Their mobile branding is generally just cut to a small image of their logo and colors.  scheme.

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Making the Shift…

Learning from Travelocity, it’s important to prioritize what you want your viewers to focus on. Is it your brand or your message that will grab their attention? Or maybe when you’re shifting screens, it can be both! On display platforms viewers have enough screen space (and time) to recognize the images and recall where they know it from. This isn’t the case though on mobile, where the message is usually the hero instead of the branding.

So for your shift, make sure you establish some priorities first – brand or message!

That’s it for this edition of ‘Shifting Screens’. Which company do you think has successfully made the shift? Let us know in the comments or tweet us @WhatRunsWhere.

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