Articles tagged “advertising”

Vrbo is one of the only major short-term rental platforms with advertising opportunities. This, combined with its valuable, high-spending audience of family and group travelers, will likely make it an appealing offering to brands.

You know that hotel ad that appears on every site as you surf the internet? Well, the underlying tech behind it, called the cookie, isn't long for this world. Neither is the mobile identifier on cell phones that some advertisers also use for tracking. So what's a hotel marketer to do?

Can Trivago really emerge from the coronavirus crisis in a stronger position? It appears to be making similar bets to what others are doing, but perhaps its speed can be an advantage. On the other hand, Google Travel will still be encroaching — with more than ample firepower.

When Silk Way West Airlines, a cargo airline from Azerbaijan, is the third-leading airline advertiser on U.S. television, you know coronavirus has turned the world upside down. Online travel websites, hotels, airlines, and cruise lines are still largely dark.

Google will make it through the coronavirus firestorm and will be in a relatively strong position on the other side. We don't know what kinds of deals the search giant is making with its largest travel advertisers behind closed doors, but for the majority of advertisers Google's largesse is pathetic.

Google has a huge travel advertising business. If Google's advertising partners had to hand out tons of refunds to consumers for coronavirus-tinged trips that never happened, shouldn't Google, with its deep pockets, share in the pain?

Government relief or not, if a substantial coronavirus recovery doesn't take shape by June, it's hard to believe that Booking Holdings won't execute substantial layoffs like everyone else. Perhaps the crisis, too, will spur new discussions about enormous pay gaps between CEOs and their workers.

Foursquare absorbing competitor Factual solidifies its position as a leader in location-based ad targeting services. Advertisers will likely welcome the strengthening of a rival to Google and Facebook in this particular advertising realm.

Quarantines and lockdowns are driving huge spikes in online traffic, and digital marketing may be more effective than ever when the crisis ends. In the meantime, ad tech companies need to prove their worth by helping suppliers plan how to re-activate their marketing campaigns at the right time — and in the best ways.

Most travel brands aren't doing TV or much of any advertising now because of the pandemic. But for the ones still broadcasting spots, they'd better be very clever in terms of sensitivities, or risk brand damage.