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Simple Yet Effective Digital Tactics 091917 Simple Digital Tactics To Reach InternationalTravelers September 19, 2017 3 Simple & Effective Products Native External Mobile China Audience Extension 2 TripAdvisor – United States (incl. mobile) TripAdvisor remains the largest travel website in the United States by far with nearly 30m users on desktop and over 56m mobile users Millions 0 10 20 30 40 50 60 70 80 90 100 TripAdvisor Inc. 29.819 56.150 Tripadvisor Sites 25.953 39.977 Expedia Sites 12.865 11.794 HomeAway 6.492 10.283 Southwest Airlines Co. 8.625 8.607 HOTELS.COM Sites 7.635 6.934 PRICELINE.COM 9.461 4.940 Booking.com Europe 6.400 6.464 Delta Airlines 6.533 5.064 Travelocity Sites 6.490 4.589 Time Inc. Affluent Media Group 2.901 7.377 Airbnb Sites 4.418 5.915 Kayak.com Network 6.159 3.815 MARRIOTT.COM 5.541 4.233 Fareportal Media Group 6.445 2.645 AA.COM 5.433 3.432 United Airlines 4.104 3.767 Disney Parks & Travel 2.715 4.826 Trivago Sites 4.248 3.287 Orbitz Worldwide 4.245 3.259 CHEAPOAIR.COM 5.211 2.145 Conde Nast Traveler 2.539 3.755 MSN Travel 5.341 0.834 Hotwire.com Sites 4.074 2.379 Desktop* Mobile Exclusive BookingBuddy Sites 4.732 1.594 Source: comScore February 2017 Native External Mobile Unit Native External Mobile • 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.) 5 Native External Mobile Creative • 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 7 Mobile China Global Mobile Solutions also available on .cn A growing solution set to drive your business objectives Native Internal Native External Adhesion PLATFORMS • Attraction Pages / Reviews / Lists • Attraction List Page CONTENT • Restaurant Pages / Reviews / Lists • Attraction List Page • Restaurant List Page TYPES: • Forum Pages • Restaurant List Page • Hotel List Page (specific forum strings only) • Tourism Pages* 9 Unique China Mobile App Opportunities Engaging & Influencing TripAdvisor China WeChat Posts Splash Screen WeChat Platform in App 3 Mobile Results & Affordability • Avg. CTR of 0.20% - 0.75% • CPM: $20 - $38 cpm 11 Audience Extension An Introduction to TripAdvisor’s Data TripAdvisor is the world’s largest travel site* of TripAdvisor audience 46% is unreachable on Adara is unreachable on all 17% data providers combined 415M 49 average unique Markets monthly visitors ** Worldwide of GLOBAL users that purchase travel online, 59% will use TripAdvisor during their research *Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2016 ** Source: TripAdvisor log files, Q1 2017 13 https://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html & ComScore How It Works • Reach TripAdvisor Users • Shown Interest in Your Destination or Competitors • Not Exposed on TripAdvisor • Leverage our 1st Party Data Display • Targeting: Berlin, Germany Mobile • Targeting: Geo-targeting Video • Targeting: Berlin, Germany AudEx Display & Video • 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 18 Thank you for your time! Carol Johnson Destination Market Manager 908 463-1200 Email: [email protected].
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