simple digital tactics to reach internationaltravelers · 2021. 2. 3. · simple digital tactics to...

Simple Digital Tactics To Reach InternationalTravelers

September 19, 2017

3 Simple & Effective Products

Native External Mobile

China

Audience Extension

2

29.81925.953

12.8656.492

8.6257.6359.461

6.4006.5336.490

2.9014.4186.159

5.5416.445

5.4334.104

2.715

4.2484.2455.2112.5395.341

4.0744.732

56.15039.977

11.79410.283

8.6076.9344.940

6.4645.0644.589

7.3775.9153.8154.233

2.6453.432

3.7674.8263.287

3.2592.1453.7550.834

2.3791.594

0 10 20 30 40 50 60 70 80 90 100

TripAdvisor Inc.Tripadvisor Sites

Expedia SitesHomeAway

Southwest Airlines Co.HOTELS.COM Sites

PRICELINE.COMBooking.com Europe

Delta AirlinesTravelocity Sites

Time Inc. Affluent Media GroupAirbnb Sites

Kayak.com NetworkMARRIOTT.COM

Fareportal Media GroupAA.COM

United AirlinesDisney Parks & Travel

Trivago SitesOrbitz Worldwide

CHEAPOAIR.COMConde Nast Traveler

MSN TravelHotwire.com Sites

BookingBuddy Sites

Millions

TripAdvisor – United States (incl. mobile)

Mobile ExclusiveDesktop*

Source: comScore February 2017

TripAdvisor remains the largest travel website in the United States by far with nearly 30m users on desktop and over 56m mobile users

Native External Mobile Unit

5

• Extend Reach: Message to TripAdvisor’s mobile users as they explore hotels, restaurants and attractions

• Branding: Advertiser has complete control over messaging, including; image, logo, and text

• Engagement: Contextual Native Ads drive higher CTR, engagement, and brand favorability⁃ Avg. CTR of 0.60% - 0.75%

• Targeting:⁃ Content type:

⁃ Restaurants (by cuisine type)⁃ Attractions (by type)⁃ Hotels (by any filter)

⁃ Audience:⁃ Interest (luxury, budget, travel

dates, hotels viewed, etc.)

Native External Mobile

7

• Logo 250x250 Pixels, Maximum• Headline 27 Characters, Maximum• Body -2 Lines with 27 Characters Per

Line, Maximum

• Click-Thru URL Can accept 1x1 pixel tracker

• Avg. CTR of 0.60% - 0.75%• CPM: $20 - $38 cpm

Native External Mobile Creative

Mobile China

9

Global Mobile Solutions also available on .cnA growing solution set to drive your business objectives

PLATFORMS• Attraction Pages / Reviews / Lists • Restaurant Pages / Reviews / Lists • Forum Pages

(specific forum strings only)• Tourism Pages*

• Attraction List Page• Restaurant List Page• Hotel List Page

• Attraction List Page• Restaurant List Page

CONTENT TYPES:

Native Internal Native External Adhesion

Engaging & Influencing TripAdvisor ChinaUnique China Mobile App Opportunities

Splash Screenin App

WeChat PostsWeChat Platform

3

11

• Avg. CTR of 0.20% - 0.75%

• CPM: $20 - $38 cpm

Mobile Results & Affordability

Audience Extension

TripAdvisor is the world’s largest travel site*

13

An Introduction to TripAdvisor’s Data

*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2016** Source: TripAdvisor log files, Q1 2017https://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html & ComScore

415Maverage unique monthly visitors **

49Markets

Worldwide

46% of TripAdvisor audienceis unreachable on Adara

17% is unreachable on alldata providers combined

59% of GLOBAL users that purchase travel online,will use TripAdvisor during their research

• Reach TripAdvisor Users• Shown Interest in Your

Destination or Competitors

• Not Exposed on TripAdvisor• Leverage our 1st Party Data

How It Works

• Targeting: Berlin, Germany

Display

• Targeting: Geo-targeting

Mobile

• Targeting: Berlin, Germany

Video

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• Display CPM - $8 - $12 cpm• Video CPM: $20 - $38 cpm• Apply Segments (Beach, Family, Budget,

Luxury)• Black List• Economical – More Reach at a Lower ecpm

AudEx Display & Video

Thank you for your time!

Carol JohnsonDestination Market Manager

908 463-1200Email: cjohnson@tripadvisor.com