TripAdvisor Is Tracking Whether Its TV Advertisements Really Work
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Over the next few years, TripAdvisor will become an even more formidable competitor to its largest customers, online travel agencies such as Expedia Inc. and the Priceline Group, as TripAdvisor builds brand awareness through TV advertising and expands its own booking capabilities.
TripAdvisor has conducted two recent studies to figure out where its website traffic comes from -- and where it goes.
In one such exercise, in recent months TripAdvisor has launched a series of consumer surveys asking users what prompted them to visit its sites in an effort to figure out how effective TripAdvisor's TV advertising campaigns have been.
One of the survey choices was radio advertising even though TripAdvisor isn't currently on radio, said CFO Julie Bradley, speaking to the Morgan Stanley Technology, Media and Telecom Confer
