STI OC Result

1. www.sti-innsbruck.at© Copyright 2008 STI INNSBRUCK www.sti-innsbruck.at
Travel Audience

2. www.sti-innsbruck.at
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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3. www.sti-innsbruck.at
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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4. www.sti-innsbruck.at
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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5. www.sti-innsbruck.at
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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6. www.sti-innsbruck.at
Services - Advertisors
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7. www.sti-innsbruck.at
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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