Expedia is one of a number of consumer brands that have been first to test a technology that connects the dots between TV and social media advertising.
The US-based online travel agency has worked with programmatic advertising agency TubeMogul as part of a pilot scheme to ensure that ad campaigns that appear on TV are then only shown in the news feeds of Facebook users with the same demographic.
TubeMogul was one of the first video agencies to be awarded Facebook Marketing Partner status, allowing it to purchase ads within Facebook's news feeds and on the photo-sharing website Instagram.
The system works by receiving Nielsen audience recall ratings and information from TV viewers, which allows Expedia to automatically hit the same type of profiles on the two social media platforms.
Other consumer-facing brands involved in the test include Kraft, Lenovo Australia, and AthenaHealth.
Expedia used the campaign to target people with its package trips, initially on TV, then following up on Facebook and Instagram with a highly targeted message.
Facebook claims some 500 million members view over 100 million hours of video on a daily basis, with Instagram now pulling in over 400 million monthly users that between them are sharing more than 80 million images every day.