Travelocity Offers Hope in Evolution of Display Advertising
Display advertising players are searching the search-ad space for lessons, in hope of making online-advertising more relevant to consumers and advertisers -- and capturing some of the value search has been able to command in the space.
An early sign of hope for the channel comes from Travelocity, whose best-performing online ad campaigns came after the No. 2 online travel agency sought to deliver customized messages based on its visitors´ site search history.
Last year, the travel site dumped the old way of online display ads, such as serving up generic messages like "Find low fares on Travelocity. Book now." Its messages are now targeted in real-time based on visitors´ most recent search activities.
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