Airbnb doubles down on brand over performance for campaign to draw more hosts

Airbnb wants more people to list their properties on its platform. To persuade them to do that, it’s relying on a brand campaign that’s built up steam over the last two years.

October 18, 2024

Airbnb doubles down on brand over performance for campaign to draw more hosts Airbnb wants more people to list their properties on its platform. To persuade them to do that, it’s relying on a brand campaign that's built up steam over the last two years. Additional coverage: Agencies discuss diversity strategies in the face of clients starting to pull back on their initiatives. Onstage and off at the Digiday Media Buying Summit, media agency execs talked about the potential roles of machine learning and generative AI. Walmart is renaming its data analytics platform to reflect Walmart's overall goal of not only providing data but also, increasingly, recommendations. Stat of the week: 28% of publishers said this year that they invest a lot in creating original content for YouTube, up from 18% last year, while 17% said they invest a lot in original content for TikTok, up from 11% last year. Read more from Digiday+ Research. Our most-read story this week: Political ad spending piles up in key states less than a month until Election Day Other things to know about Today is your last chance to save on entries for the Digiday Awards Europe. Don't miss this chance to join the ranks of past winners including Adidas, CNN, Hearst and more. Explore this year's categories and enter now. Publishers including El Mundo and iNews are experiencing subscription and revenue growth through data activation strategies. Sponsored by Piano. For enterprise and mid-market companies, proving ROI is essential. This benchmark report provides industry-specific insights crucial to maximizing returns. Sponsored by Klaviyo. Top Stories Ivy Liu Beyond Ads Airbnb doubles down on brand over performance for campaign to draw more hosts Airbnb wants more people to list their properties on its platform. To persuade them to do that, it’s relying on a brand campaign that’s built up steam over the last two years. howdy! Agency Culture Agencies take diversity efforts beyond the numbers Agencies discussed diversity strategies in the face of clients starting to pull back on their initiatives. Advertisement Sponsored by Slack Virtual event: How to turn Slack from a communication platform into a productivity powerhouse Join this webinar on October 22 at 1 p.m. ET to learn how AI work management and productivity tools connect departments, streamline workflows and increase sales. howdy! Agency Culture AI Briefing: Media Buying Summit highlights judicious adoption of AI ad tools Onstage and off, media agency execs talked about the potential roles of machine learning and generative AI. Sponsored by Experian Key trends marketers are factoring into their seasonal campaign planning Marketers are preparing for sales surges, adopting multiple identifiers and focusing on a balanced approach for powerful data-driven advertising throughout the holidays. howdy! Generative AI How Walmart is evolving its data analytics platform to reflect an AI-driven focus Walmart is renaming its data analytics platform, formerly known as Walmart Luminate, and adding new features. It’s meant to reflect Walmart’s overall goal of not only providing data but also, increasingly, recommendations. Advertisement Sponsored by GumGum Why contextual works better when leveraged with other data While contextual advertising is rising in popularity, it is often limited in scale and constrained to more obvious placements. howdy! Modern Newsroom Digiday+ Research Professional Subscription Index 2024: Publishers tweak subscription, pricing strategies while shifting subscriber benefits Digiday’s second annual Subscription Index examines and measures publishers’ subscription strategies across several different digital touch points to identify some common approaches and key tactics. This installment of the research series looks at an editorially-selected group of the top professional-focused publications in the U.S. howdy! Evolving Agencies Agency execs balance automation and strategy with new ad formats Media agency execs asserted the need for brand and performance to remain equally important, while discussing AI, measurement, retail media networks and the creator economy. All Latest Stories

You received this email because you’re a member of the Digiday community. If someone forwarded this to you, subscribe for yourself here . Unsubscribe from this newsletter or update your preferences. I don't want to hear from Digiday anymore. Stop receiving all Digiday emails. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006

Forward to a Friend