At the beginning of the COVID-19 pandemic Allegiant slashed its online advertising budget, conserving critical cash with minimal effect on bookings. Even as travel returns to pre-pandemic levels, the company is keeping its ad spend in check. But Allegiant still sees significant value in the digital marketing world. This time around, however, it wants to be the seller of ad space, not the buyer.
The holy grail of any digital marketing effort is sufficiently accurate and granular targeting to ensure that consumers engage with the ad rather than ignore it.