All posts tagged: Tourists

From the Expo to you: bringing travellers in

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The ambitious target of 25 million visitors to the Expo 2020 is achievable as long as we capitalise on every pocket of potential travellers. Looking at the usage of travel-related sites and apps shows that large numbers of people around the world are planning trips abroad for business or leisure. To reach this critical audience for Expo 2020 and the tourism, retail and business sectors in the UAE, MEmob+ has created several audience segments, or cards. They allow brands to select and reach potential and actual visitors, stimulating and shaping their journey to and around Dubai.

Potential travellers
Using its universe of billions of devices around the world, MEmob+ has identified an audience of people currently doing their research for upcoming holidays and travel. They have a history of international travel and visitation of tourist venues, as well as being active on travel-related apps and site on their devices. According to our first-party data on global travellers, there are 63 million people in just eight countries with a high propensity to visit the UAE again. They will need little push to come back for Expo 2020 but may need to learn about new attractions or opportunities.

There is an even bigger opportunity with people who have yet to come to the UAE. Using their travel and tourism history and behaviour, both at home and abroad, MEmob+ has segmented this audience to create highly defined target groups. With their profiles, locations and interests, we can tailor and deliver messages to custom audience segments optimally, including with DCO, even before they travel.


In-market tourists
Once they arrive, in-market foreign visitors are detected at the airport and the venues they visit while in the UAE. Messages, channels and locations can be tailored with demographic, technographic, psychographic and geographic data for a perfect fit. The foreign visitors’ audience is further segmented into business and leisure groups, using their affinities, behaviours and locations. These can be refined further through multiple filters to suit specific needs and creatives can be tailored to match each cluster.

Quality and performance
All ads will be served in a brand-safe environment and meeting viewability goals. With its super tracker, MEmob+ can calculate the universal effective CPM, remove duplicate targeting and acquire audience insights. Its proprietary location intelligence allows MEmob+ to track the footfall generated by campaigns using exposed users’ unique device IDs. Advertisers can literally map the journey from ad exposure to foot traffic at the Expo 2020 site, hotels, restaurants, attractions, malls, business districts…

By targeting them while they research overseas trips, business and tourist venues and services in Dubai can attract foreign travellers to the UAE through tailored and contextually targeted messages. Thanks to its unique geo-spatial data, MEmob+, the largest source of intelligence on people’s behaviours and locations, can help shape their journey to and around the UAE, accurately and effectively.

IhabFrom the Expo to you: bringing travellers in
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Advertising to Tourists Using MEmob

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The Economics of Tourism in UAE

Travel and Tourism have grown to be one of the UAE’s main economic drivers for the past decade. With Dubai Expo 2020 coming this October, the expectations, statistics, and opportunities in this sector are expected to double. The travel and tourism sector contributed to more than 20% of UAE’s overall GDP with more than 20 Million tourists, 15 Million in Dubai, cumulatively spending more than 110 Billion AED in the past year. While Indian nationals rank as the top UAE tourists in 2019, it is Saudi Arabian, United Kingdom, Chinese and Russian nationals who have been the biggest spenders in the country in travel, fashion and luxury goods.

The Dubai Expo is expected to bring 25 Million Tourists from 200 countries to UAE and boost the economy to 123 Billion AED. Apart from the Travel and Tourism sector, major beneficiaries of the Dubai Expo 2020 are the QSR, FMCG, Fashion and Health industries.

Timing is Everything

These tourists spend an average of 3.5 nights in the country and spend 2,000 AED per day. So while tourists provide a compelling economic opportunity for advertisers, the time window to target them is very small. Traditional methods of audience targeting employed by most DMPs/DSPs are not equipped to handle the nuances of the Tourist segment. It is widely known that most DMPs/DSPs typically update their segments on a biweekly or monthly basis. Users aggregated as Tourists need constant real-time updates to target them while they are traveling. Often the DMP’s and DSP’s data is stale by the time it is activated resulting in wastage of ad spend.

Tourists Segments in MEmob+

Memob+ enables you to identify tourists and access them with the contextually correct timing. Memob+ analyzes over 7 billion devices across 41 countries in real-time. This results in a quantitative understanding of human mobility, in turn, revealing tourists and their offline behavior.

How does Memob+ classify tourists?

Memob+ uses multiple data points to correctly a user as “Tourist”. MEmob+ understands home location, preferred language, carrier data, duration of stay in a country, places visited during that stay and much more. Below is an example.

Discovering Chinese Tourists in UAE

Users confirmed as tourists are then aggregated as “Outbound/Inbound” Audience Cards (updated real-time), ready to be used for added behavioral analysis and campaign activation.

Tourists Audience Cards include countries from the Middle East, Europe, America, Asia, and ANZ.

Targeting tourists in MEmob+

Since the window of opportunity to target tourists is limited, you will need campaign workflows that facilitate fast activation of campaigns and offer flexibility to adjust campaign delivery while it is live. Additionally, your campaigns need to be mobile-first as mobile is the advice of choice for most tourists since they have limited/no access to desktops. MEmob+ is built to launch campaigns faster and our support team will assist in monitoring the campaign.

Email us at cmt@memob.com to unlock the power of Tourists audience segments.

AdminAdvertising to Tourists Using MEmob
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