Travelocity shows how search can trigger effective display ads

10/26/2009 | Advertising Age (tiered subscription model)

Travelocity's new strategy of using search queries to trigger targeted display ads has paid off with a 79% drop in its costs-per-transaction, a 230% jump in bookings and a 651% higher click-through rate. "We're providing timely, relevant ads based on what the user is in the market for," said Kyle Sawai, principal at Click Here, Travelocity's main digital shop. "We're taking what's worked so well in search advertising and using the digital medium as intended, which is a one-to-one -- and not a mass -- communications medium."

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Chief Revenue Officer
Chief Revenue Officer - NY, Denver or San Fran
New York, Denver or San Francisco, NY
Senior Manager, Advertising Technology Operations
Pandora Media, Inc.
Oakland, CA
Director, Operational Enablement and Excellence
Pandora Media, Inc.
Okaland, CA
Sales Director - ROBLOX (New York)
Programmatic Manager
A+E Networks
New York, NY