TripAdvisor Taps Travel Ad Network to Rep Graphical Ads

  |  February 14, 2006   |  Comments

The Expedia-owned travel search site will for the first time offer graphical ads alongside its CPC text ads.

Expedia-owned travel search and directory site TripAdvisor will begin showing banner ads on its site this week, in addition to the site's current pay-per-click text ads.

Travel-focused ad network and sales representation firm Travel Ad Network (TAN) will sell the ads exclusively. TripAdvisor will continue to sell cost-per-click (CPC) campaigns to existing and new clients via its internal sales force. Only one graphical ad will be shown on each page, either a 728x90 banner or a 300x250 medium rectangle, according to TAN founder and CEO Cree Lawson.

TripAdvisor features user-generated content including travel advice and ratings of hotels and destinations. It is tightly integrated with other Expedia-owned sites, including Expedia.com and Hotels.com.

Lawson characterizes TAN as the "fusion of a rep firm and an ad network," combining the flexibility and expertise of an ad sales representation agency with the accountability and deliverability of a network. Ads can be purchased as run-of-network or for a specific site.

"We offer more accountable ad sales representation," Lawson said. Industry-specific expertise, exclusivity, and targeting capabilities set TAN apart from bigger travel sites or ad networks, he said. Targeting options include IP and geo-targeting, and dayparting.

"There are bigger travel audiences online, but we feel we've aggregated the best travel planning audience online," Lawson said.

Lonely Planet, another travel site that had resisted banner ads, last month announced its intentions to begin showing banner ads sold by TAN.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...