Travelocity spends more on YouTube, but Expedia garners more organic attention
An interesting analysis from Strike Social has found that, while Travelocity is outspending Expedia by over 9 to 1 in dollars spent, Expedia is garnering more organic attention for its investment.
The data, which was not publicly available and shared with AdWeek here, also considered travel brands Kayak, Hotels.com, Orbitz and Priceline, but discovered that those brands have made minimal investments in the platform.
According to AdWeek, the numbers are derived from a direct relationship with Google's YouTube.
Here's how Strike Social, a Los Angeles-based startup, arrives at its spend numbers. A certified YouTube/Google data partner, Strike Social says it employs an algorithm to parse the number of views born of paid ads from organic/non-paid views. Then it multiples the paid views by the industry cost-per-view average to estimate spend per video. The system was developed in conjunction with the Data Science Department at the University of Southern California to gauge online video spending.