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TripAdvisor launched TripAdvisor Connect this week. The branded content ad product pairs the travel site’s audiences with the ad inventory and targeting capabilities of third-party sites. It is rolling out first on Facebook and Instagram, and the company said it plans to bring the ads to more media channels soon.

The ads will appear as co-branded content posts with TripAdvisor’s logo and company name and the “Paid Partnership” language at the top of the ad:

An example of the co-branding on TripAdvisor Connect ads.

Ads can be targeted using Facebook’s targeting features and TripAdvisor’s audience profiles (i.e. outdoor enthusiasts or “beachgoers”). The profiles have been built using TripAdvisor’s Facebook and Instagram followers, in addition to the more than 490 million unique monthly users that visit TripAdvisor’s website.

Why we should care

The TripAdvisor Connect ads will offer brands the scale of Facebook and Instagram with an added layer of data to reach consumers actively searching for travel or dining locations on those platforms. For TripAdvisor, the new product allows the company to leverage the large audiences it has built on Instagram and Facebook.

“Fueled by deep consumer insights, we can help advertising partners reach, engage and activate new and large high-intent audiences beyond he TripAdvisor website and app,” said Christine Maguire, Vice President, Advertising Revenue, TripAdvisor, Inc. in a statement.

According to the company, 49% of travelers claim the site “inspired” them to visit a new destination. In other words, a large segment of consumers searching for a new travel or dining experience have visited TripAdvisor. TripAdvisor advertisers can now retarget those audiences on Facebook and Instagram.

More on the news

  • The TripAdvisor Connect ads will link to the advertisers website, or to the advertiser’s business listing on TripAdvisor if one exists.
  • Pricing varies depending on audience size and targeting and can be based on a CPM model or performance model, including CPC, cost-per-engagement or cost per video view.
  • TripAdvisor reports that 60% of travelers who book online say they visit the site during the decision-making process.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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