Expedia on why leaving audio out of the media mix is a ‘huge miss’
The travel industry often finds it easier to “default to visual”, but Expedia says the majority of households it reaches via audio are not reached by any other channel.
As marketing mixes evolve, experimenting with audio and video is becoming increasingly essential.
By doing so, Expedia’s head of audio and CTV, Alex McClure, believes the business is able to reach people it otherwise wouldn’t have access to, with 60% of the households it reaches via its audio campaigns not reached by any other channel. Therefore, “leaving it out of the media mix is a huge miss”, she said, speaking at the Spotify Sparks event yesterday (1 May) alongside CMOs from Monzo and Channel 4.
