Articles tagged “advertising”

Skift Forum Preview: TripAdvisor CEO Shrugs Off Advertising Slump as a Blip

Skift Forum Preview: TripAdvisor CEO Shrugs Off Advertising Slump as a Blip

Dennis Schaal, Skift

Here's an unorthodox thought in business: TripAdvisor CEO Steve Kaufer knows that the company's value proposition for its customers can remain strong even when the financials face difficulties every once in a while. That's a truism that sometimes gets lost when pundits focus merely on stock price variations.

2 weeks ago

This Is a Pivotal Moment for Booking Site Marketing Strategies

This Is a Pivotal Moment for Booking Site Marketing Strategies

Dennis Schaal, Skift

Suddenly those seemingly free-spending online travel agencies, which have made Google rich, are toning down their big-spending ways. Google shouldn't be too worried: Expedia and Booking Holdings are still spending billions of dollars on search-engine marketing, but they've just become a bit more stingy. And, they hope, wise.

4 weeks ago

Video: Sojern CEO Is Intensely Watching Amazon’s Rising Advertising Business

Video: Sojern CEO Is Intensely Watching Amazon’s Rising Advertising Business

Sean O'Neill, Skift

Amazon founder Jeff Bezos is the most interesting man in the world. Well, not really, but Sojern CEO Mark Rabe thinks Amazon's developing digital advertising business is the most interesting trend he's tracking. He could be right.

4 weeks ago

Is the Metasearch Model in Big Trouble?

Is the Metasearch Model in Big Trouble?

Dennis Schaal, Skift

Much of the metasearch business is beyond the control of the metasearch companies themselves because their largest advertisers can switch things up five minutes ago. Just ask Trivago, and to a lesser extent, TripAdvisor. The best they can hope to do is to diversify their advertiser base and to keep plugging away.

2 months ago

Trivago and Booking Slash U.S. TV Ad Spending

Trivago and Booking Slash U.S. TV Ad Spending

Dennis Schaal, Skift

Trivago and Booking.com have dramatically reduced their U.S. TV advertising. Trivago is doing so to try to stem losses, and Booking.com, which last year indicated it would lean into TV advertising, may be trying to tighten control of some marketing costs.

2 months ago

Expedia Marketing Spend Levels May Reflect a Changing Advertising Environment

Expedia Marketing Spend Levels May Reflect a Changing Advertising Environment

Dennis Schaal, Skift

Has the worm turned? Have Expedia and Booking.com found a way to trim the growth of their bloated advertising spend? That would not be great news for some advertising platforms, and would be a significant change in the way the largest players conduct their marketing operations.

2 months ago

Trivago Lays Off Staff in Strategy Shift to Emphasize Profitability Over Growth

Trivago Lays Off Staff in Strategy Shift to Emphasize Profitability Over Growth

Dennis Schaal, Skift

A lot of Trivago's problems, including an advertising diss from Booking Holdings, are beyond the company's control so it is doing what it can, namely reducing advertising spend and headcount in an attempt to get into the black. Speaking of Booking Holdings, Trivago may need a dot-com-like Priceline comeback to right the ship.

2 months ago

What Booking Sites Get for Every Marketing Dollar Spent: Skift Research Does the Math

What Booking Sites Get for Every Marketing Dollar Spent: Skift Research Does the Math

Seth Borko, Skift Research

Online travel agencies remain essential to the travel industry as consolidators of, and clearinghouses for, advertising dollars throughout the space. We do not see OTAs being removed from this position easily, but growing challenges have hurt ad efficiency. OTAs must remain nimble to keep pace.

3 months ago

New Skift Research Report: The Crisis in Online Travel Agency Advertising

New Skift Research Report: The Crisis in Online Travel Agency Advertising

Seth Borko, Skift Research

Online travel agencies remain essential to the travel industry as consolidators of, and clearinghouses for, advertising dollars throughout the space. We do not see OTAs being removed from this position easily, but challenges are growing by the day.

3 months ago

New Skift Research Points to Amazon Playing a Larger Role in the Travel Industry

New Skift Research Points to Amazon Playing a Larger Role in the Travel Industry

Seth Borko, Skift Research

It’s dangerous to give Amazon breathing room in any industry; better to think through its implications for travel today. Amazon is not simply a threat, it offers lessons and opportunities for travel executives as well.

4 months ago

TripAdvisor Q1 Shows Some Positives Although Core Hotel Business Is Still Tough Going

TripAdvisor Q1 Shows Some Positives Although Core Hotel Business Is Still Tough Going

Dennis Schaal, Skift

Beyond all the financial razzmatazz, TripAdvisor's core hotel business is still under pressure while the much smaller experiences and restaurant businesses are growing nicely — although not profitably at this point. If TripAdvisor can hang on while these non-core businesses mature, then its outlook would be much brighter.

5 months ago

William Shatner’s Travel Evolution as Priceline Pitchman

William Shatner’s Travel Evolution as Priceline Pitchman

Dennis Schaal, Skift

Who remembers Star Trek anyway? It's likely that just as many people or more know actor William Shatner through his Priceline advertising gig. Are big-name celebrities better in commercials than owls, gnomes, and belt-less soap opera stars? We're not sure of his return on investment, but at this point he can almost name his own price.

5 months ago