What Neustar’s Partnership With TripAdvisor Travel Ad Network SmarterTravel Means For Brands
"Our partnership gives brands of any type (travel/hospitality specific and non-endemic advertisers, such as automotive, luxury, fashion or lifestyle) the opportunity to reach in-market travelers across the entire funnel from inspiration to booking," says Neustar VP Kristin Rosmorduc.
Online/offline analytics provider Neustar is working with TripAdvisor’s SmarterTravel blog network to give advertisers the ability to target segments based upon where they are in the “trip planning cycle” and on what prospective travelers are searching for.
The audiences are created exclusively from SmarterTravel data, which is comes from the TripAdvisor subsidiary’s 11 owned and operated travel websites that attracts over 200 million monthly visitors. The specifically looks at the last 30 days of travel intent signals to deliver greater ad relevancy.
Kristin Rosmorduc, VP, Travel and Hospitality, Neustar, offered a few scenarios as to how the alliance could benefit travel-related brands as well as marketing categories across the spectrum.
For example, a sunscreen marketer may wish to target consumers traveling to warm destinations. or a major financial services brand may want to reach frequent travelers with relevant credit card offers or a hotel chain could promote its rewards program to frequent travelers to drive loyalty and repeat visits.
“Our partnership gives brands of any type (travel/hospitality specific and non-endemic advertisers, such as automotive, luxury, fashion or lifestyle) the opportunity to reach in-market travelers across the entire funnel from inspiration to booking,”Rosmorduc said. “Brands benefit from our partnership because SmarterTravel provides proprietary data from its network of 11 owned-and-operated travel websites and offers first-of-its-kind audiences based on in-market intent signals at scale, without relying on lookalike modeling or other proxies.”
Hospitality and transportation brands can reach consumers based on their search destination (e.g. continent or country), the type of travel (e.g. flight, hotel, cruise or car), or by stage of the travel planning and booking lifecycle, Rosmorduc added. These brands can target shoppers of their specific service or they can target shoppers of a different service.
In another example, she noted that a hotel could leverage flight data to offer hotel deals or cruise lines can target people researching broadly for vacations or all-inclusive hotels.
“Suppliers can also target people researching specific destinations where they have properties, hubs or ports,” Rosmorduc said.
“Brands can also target people who show signs of booking and adjust messaging and offers accordingly,” she continued. “What makes this combination so powerful is that SmarterTravel segments can be combined with Neustar’s own extensive audiences, including its segmentation solutions to refine the audiences around key brand demographic or psychographic targets, thus empowering more ROI in their media spend.”