JTB migrating to digital ads in line with mobile trends
Published:Monday | November 26, 2018 | 12:00 AM
The Jamaica Tourist Board (JTB), in its latest disclosure of its advertising and marketing strategies in an annual report newly laid in Parliament, says it is zooming in on mobile users as a trending demographic to maximise its advertising spend.
It projects that its digital-advertising spend would exceed television-ad spend this year, continuing a trend from last year.
Mobile devices are making it more easier for consumers to shop, with social media a great driver of their use, said the JTB while noting that commercial activity in those spheres have climbed from US$2 billion in 2016 to US$8 billion in 2018.
Accordingly, the JTB said it had shifted over 50 per cent of its advertising budget to digital for Jamaica's main source market for tourists, the United States.
"We are cognisant of the shifts in consumer media-consumption habits and have already begun to adapt our strategies accordingly. For the past three years we have been shifting our spend in traditional channels to digital," the JTB said in the report.
"We now allocate more than 50 per cent of our advertising budget to digital platforms, increasing emphasis on social media. The shift to digital media allows us to be more efficient and targeted," the tourism agency said.