SAN FRANCISCO, CA--(Marketwired - October 17, 2016) - Marin Software Incorporated (NYSE: MRIN), a leading provider of cross-channel, cross-device, enterprise marketing software for advertisers and agencies, released research findings today showing that for the travel industry, consumer ad clicks peaked during autumn 2015. Impressions and spend reached their highest point over the summer.
The research results, actionable analysis, and key takeaways are published in Marin's report, The State of Travel Search Advertising: Trends, Formats, and Paths to Success.
Although clicks on travel-related searches usually are expected to jump in the summer months, such clicks actually reached their highest point during autumn 2015, right after the traditional travel season. Marin's report provides three possible explanations:
- Post-summer sales begin in autumn, driving consumers to click travel ads to find low-priced deals.
- Early-bird travelers are already planning for trips next summer.
- Budget-conscious consumers are specifically looking for an off-season adventure, having waited out the expensive, popular, and crowded summer season.
While consumers may not have clicked the most during summer, advertisers certainly spent the most during that season. There were many similarities between search impressions and advertiser spend, with summer being the peak at 106% of annual average and winter being the lowest point at 89%.
"With so many advertisers focusing on the summer months to gain the attention of potential and interested travelers, the autumn window remains an untapped opportunity," said John McNulty, Vice President of Global Marketing at Marin Software. "Our research indicates this is bound to change in 2016 and beyond, as advertisers become more familiar with the click behaviors of their target travel audiences."
To create its report, Marin sampled the Marin Global Online Advertising Index and analyzed a representative set of enterprise retailers spending over $100,000 per month on Google and Bing text ads and Product Listing Ads (now called Shopping Ads). As a result, the data and findings skew toward larger retailer performance, and may not reflect performance trends for small retailers. However, the size and diversity of the dataset enables a comprehensive analysis of shopping ad performance.
About Marin Software
Marin Software Incorporated's (NYSE: MRIN) mission is to give advertisers the power to drive higher efficiency, effectiveness, and transparency in their paid marketing programs that run on the world's largest publishers. Marin provides industry leading enterprise marketing software for advertisers and agencies to measure, manage, and optimize more than $7.8 billion in annualized ad spend across the web and mobile devices. Offering an integrated SaaS ad management platform for search, social, and display advertising, Marin helps digital marketers improve financial performance, save time, and make better decisions. Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users' search, social, and display interactions. Headquartered in San Francisco, with offices in eight countries, Marin's technology powers marketing campaigns around the globe. For more information about Marin Software, please visit: marinsoftware.com.
This press release contains forward-looking statements including, among other things, statements regarding Marin's business, benefits of Marin's software platform, ability to deliver innovation, and advertising effectiveness for customers. These forward-looking statements are subject to the safe harbor provisions created by the Private Securities Litigation Reform Act of 1995. Actual results could differ materially from those projected in the forward-looking statements as a result of certain risk factors, including but not limited to our ability to grow sales to new and existing customers; our ability to expand our sales and marketing capabilities; our ability to retain and attract qualified management and technical personnel; delays in the release of updates to our product platform or new features; competitive factors, including but not limited to pricing pressures, entry of new competitors and new applications; quarterly fluctuations in our operating results due to a number of factors; inability to adequately forecast our future revenues, expenses, Adjusted EBITDA, cash flows or other financial metrics; delays, reductions or slower growth in the amount spent on online and mobile advertising and the development of the market for cloud-based software; progress in our efforts to update our software platform; adverse changes in our relationships with and access to publishers and advertising agencies; level of usage and advertising spend managed on our platform; our ability to expand sales of our solutions in channels other than search advertising; any slow-down in the search advertising market generally; shift in customer digital advertising budgets from search to segments in which we are not as deeply penetrated; the development of the market for digital advertising; acceptance and continued usage of our platform and services by customers and our ability to provide high-quality technical support to our customers; material defects in our platform including those resulting from any updates we introduce to our platform, service interruptions at our single third-party data center or breaches in our security measures; our ability to develop enhancements to our platform; our ability to protect our intellectual property; our ability to manage risks associated with international operations; the impact of fluctuations in currency exchange rates, particularly an increase in the value of the dollar; near term changes in sales of our software services or spend under management may not be immediately reflected in our results due to our subscription business model; adverse changes in general economic or market conditions; and the ability to acquire and integrate other businesses, including our acquisitions of Perfect Audience and SocialMoov. These forward-looking statements are based on current expectations and are subject to uncertainties and changes in condition, significance, value and effect as well as other risks detailed in documents filed with the Securities and Exchange Commission, including our most recent report on Form 10-K, recent reports on Form 10-Q and current reports on Form 8-K which we may file from time to time, all of which are available free of charge at the SEC's website at www.sec.gov. Any of these risks could cause actual results to differ materially from expectations set forth in the forward-looking statements. All forward-looking statements in this press release reflect Marin's expectations as of August 24, 2016. Marin assumes no obligation to, and expressly disclaims any obligation to update any such forward-looking statements after the date of this release.