created new advertising products specifically designed for tourism organizations.
The new destination sponsorship offering sits within the destination-focused travel
feed and would be visible to users specifically searching for that location.
Advertising products include a cover photo with destination branding displayed
at the top of the feed, photo albums, dynamic display ads and a “Discovery
Carousel” with content such as trips, articles and videos to promote the
“Our research continues to indicate that travel planning is a
joyous and exciting time for most TripAdvisor users,” says Christine Maguire, vice
president of advertising revenue for TripAdvisor.
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“Our platform allows our tourism partners to do two key
things: reach more travelers and share differentiated experiences. By using
rich media, inclusive of vibrant imagery, video and curated travel experiences,
our partners can influence and reach more travelers during the exact moment
when they are most open to discovering new places to visit."
TripAdvisor says more than 300 destination marketing
partners have tested the new sponsorship product and have seen an aggregate 25%
lift in content engagement.
The company says this is the first of many enhancements it
is making to its media products to provide better return for its advertisers.