CASE STUDY: Tripadvisor wanted a seamless and powerful way to connect their platform’s seven million businesses (restaurants, hotels, experience providers) with relevant users. How did DanAds help?
Tripadvisor is a global travel advice platform, with over one billion user reviews and more than 491 million unique monthly viewers in over 190 countries. The brand wanted a seamless and powerful way to connect their platform’s seven million businesses (restaurants, hotels, experience providers) with relevant users.
Aided by DanAds, the self-serve and advertising automation partner, the brand launched Tripadvisor Ad Express.
The challenge
As a digital platform, Tripadvisor is a goldmine of first-party data, with detailed knowledge of their users’ locations, browsed destinations, and travel plans. This allows the brand to offer highly detailed targeting, ensuring that users are served the most relevant ad content and advertisers are able to get the best ROI on their spend.
The issue for Tripadvisor’s ad ops team, however, was that serving such a large base of medium-spend advertisers proved costly and time-consuming. In order to fully capture value from long-tail businesses, Tripadvisor needed a new way to sell and deploy ad inventory.
Jeffrey Mayer, MD US and Head of Product at DanAds, said: “Today’s advertisers expect the purchase process to be fast, seamless, and easy. What our self-serve technology offers is exactly that: an automated environment where every advertiser finds what they’re looking for, and the publisher doesn’t have to invest additional resources. By providing a full suite of features, from a native creative builder to real-time availability control, Tripadvisor Ad Express gives advertisers the confidence to buy more inventory, more easily.”
A lucrative partnership
DanAds is a provider of self-serve and advertising automation technology, and has built ad platforms for global brands such as Spotify, MBC Media Solutions (MMS), and Paramount. In partnership with Tripadvisor, DanAds created an all-in-one campaign platform that allows businesses of all sizes to purchase inventory from their laptop, phone or tablet device. A crucial factor was to reduce the friction that causes lost ad deals, and to make smaller businesses comfortable buying advertising with real-time control, automated billing, and powerful targeting.
The result
It was immediate and compelling: Tripadvisor Ad Express saw ad booking revenues rise by 200% and more than 3000 new advertisers joined the platform in one year. Allison Lambroza, Head of Partnerships, Travel & Growth AMER at Tripadvisor, said: “Launching a self-serve platform with DanAds allowed our sales team to prioritize high-value deals, while letting long-tail deals roll in by themselves. It’s allowed us to be so much more efficient in our ad sales, and to grow our SME advertiser base.”
The success of Tripadvisor Ad Express shows that advertisers have a growing appetite for alternatives to search and social. As third-party cookies disappear, brands with strong first-party data will be the biggest winners when they use the right tools to connect advertisers to audiences. Self-serve is a really powerful way to achieve that.
Also Read: How Did Intel’s denstu-led Personalised Audio AI Campaign Boost Brand Metrics?
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