Can a TripAdvisor TV Campaign Be a Game-Changer? Two Views
Photo Credit: TripAdvisor largely pulled out of the TV ad game. TripAdvisor
Skift Take
It's all but certain that TripAdvisor is going to get back on TV in some form in 2017. It really needs to unless the company wants to push the launch into next year pending product changes and improvements. Past TV campaigns haven't moved the needle. The decision-making this time is all-important.
Can TripAdvisor turn things around?
The company, the largest travel site in the world with some 390 million average monthly unique visitors, is in the midst of a painful transition from a hotel-search site to one that combines searching and booking. TripAdvisor introduced Instant Booking, where consumers complete their bookings on TripAdvisor, to supplement links to other sites in the United States in August 2015 and has gradually rolled it out globally.
As of the fourth quarter of 2016, TripAdvisor's booking and search revenue improved sequentially to negative 7 percent growth, an improvement from negative 12 percent in the third quarter. So the click and transaction-based revenue trended upwards but was still in the red, and the company stock, which opened Friday at $41.16, isn't far from its 52-week low.
TripAdvisor has announced that it is considering returning to TV advertising this year after having been absent in 2016. The company admitted that it had been overly optimi
