Are Trivago’s Brand Awareness Numbers Inflated?
Photo Credit: Trivago could be on the cusp of making its IPO a reality, and if it happens, its TV commercials will be a huge factor. Pictured is a screen grab from one of its spots that ran in the U.S. Trivago
Skift Take
Trivago is saturating certain markets with TV advertising. Google Trends data suggest this may not be as effective as the company wants investors to surmise.
How effective are all of those Trivago commercials, which seem to permeate television in the United States?
With the Germany-based hotel-metasearch site tentatively poised to price its initial public offering today, according to a source, in anticipation of potentially trading on Nasdaq starting Friday, we decided to dig a bit deeper into the brand-awareness assessment for the U.S. that Trivago shared with investors in its road show materials. [The timing of Trivago's IPO, of course, could be subject to change.]
In other words, just how well-known is Trivago, which broadcast its first TV commercial in the U.S. in 2012, compared with competitors and frenemies such as Kayak, parent company Expedia, TripAdvisor, Priceline.com, and Booking.com?
Trivago's Internal Research
In the U.S., which in 2015 became Trivago's largest market in the world, the company claims a 63 percent aided brand awareness mark compared with Expedia (80 percent), TripAdvisor (69 percent), Priceline.com (68
