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Travel Audience

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Travel Audience – What they do

„Travel audience stands for first class performance marketing in travelling business“

• Context sensitive advertisement• Integrated in popular travel portals• Interfaces for

– Publisher– Advertiser

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Travel Audience – About the company

• Founded in September 2011• Joint venture between „TravelTainment“ and „MAIRDUMONT“• Active in Germany, Austria and Switzerland• From January to September 0.5 billion travel advertisements• Reach of 14 million people per month• About 50 customers• „High quality“ publisher portfolio

– No numbers given– Only established publishers accepted– Publishers have to apply and are checked

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Services - Publishers

• TA for content– Provide optimal offers corresponding to the

publishers page– Semantic context recognition– Individual ad formats

• TA for search– Is linked to search bar of publisher page– Uses keywords

• Cities• IATA (airport) codes

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Services - Advertisers

• Context can be selected– Selects optimal advertisement for publisher– Therefore adjusts advertisements for target group of publisher

• Targeting– Product type (All Inclusive, Hotel, Flight, …)– Theme (Wellness, Beach, Family, …)– Destination (City, Country, Island, …)– Target Group (Last minute, Premium, …)

• Costs– No setup fee– CPC (cost per click)

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Services - Advertisors

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Relation to OC group

• Multichannel distribution– Advertisements are distributed to several travel platforms

• No explicit social dissemination– No postings, etc.– However should also be possible to extract context– Nothing mentioned about that on web page– Very poor information on publishers online

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