Snap Launches Travel Ad Product Amid Digital Marketing Headwinds

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Snap Launches Travel Ad Product Amid Digital Marketing Headwinds
Photo courtesy of Snap

Social media giant Snap is launching a new advertising product for the travel industry as the company navigates an increasingly challenging digital ad market.

On Wednesday, the Santa Monica-based company announced Dynamic Travel Ads, which lets hotels, airlines and travel agencies create ads that Snap can serve to interested Snapchat users. Using location data and other metrics, the new ad product can target users who intend to travel and show them locally-relevant campaigns for destinations or tours. Marketers working with Snap can make a variety of ads based on their product catalogs, which contain information such as flight routes and hotel rates that can auto-update to reflect real-time pricing and availability.

Snap is launching the product just as the summer travel season starts for a tourism industry that was battered by the pandemic and is hoping for a resurgence. Dynamic Travel Ads could also give Snap new business at a time when it faces macroeconomic headwinds and deals with the fallout from Apple’s revised privacy settings—factors which have harmed the digital advertising market. Last week, the company revealed that it will likely miss its quarterly earnings estimates, sinking its share price. (Disclosure: Snap is an investor in dot.LA.)

The company started beta-testing Dynamic Travel Ads last year and said early adopters have seen success. The online travel agency, for instance, has used it to pull images directly from its product catalog and serve users ads with locally-relevant listings based on products they’d already viewed, according to Snap. That resulted in a lower cost per purchase compared to other U.S. advertisers, the company said.

“Dynamic Travel Ads are driving impressive results for our partners and we look forward to unlocking them for more businesses as the travel industry enters its busiest season,” Sharon Silverstein, Snap’s head of U.S. verticals, said in a statement.

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'The Writing's on the Wall': Electric Batteries' Rapid Progress May Have Just Doomed Natural Gas Trucks

David Shultz

David Shultz reports on clean technology and electric vehicles, among other industries, for dot.LA. His writing has appeared in The Atlantic, Outside, Nautilus and many other publications.

'The Writing's on the Wall': Electric Batteries' Rapid Progress May Have Just Doomed Natural Gas Trucks
Image from Tesla

Last month, when dot.LA toured the Hexagon Purus facility in Ontario, California, multiple employees bemoaned the California Air Resources Board’s (CARB) ruling on renewable natural gas (RNG) as a hindrance to decarbonizing trucking-haul trucking. They argued that keeping RNG classified as a “near-zero emission” fuel prevented companies using financial incentives like the Hybrid and Zero-Emission Truck and Bus Voucher Incentive Project, which, as the name suggests, is only available to true zero-emission trucks. The effect, they said, was that the agency was missing an opportunity to accelerate the state’s transition away from diesel.

But over the weekend, Tesla CEO Elon Musk took to Twitter to announce that the EV company’s battery powered class 8 semi-truck had completed a 500-mile trip fully loaded (to the tune of 81,000 lbs). It now appears CARB’s refusal to classify renewable natural gas (RNG) as a zero-emission fuel source was ultimately the right decision.

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Hoopla’s Deron Quon on Keeping Perspective as a Founder

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
Hoopla’s Deron Quon
Image courtesy of Deron Quon.

On this episode of the L.A. Venture podcast, serial founder and angel investor Deron Quon discusses the human side of entrepreneurship and how a founder’s ethos can impact company culture.

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