This report seeks to provide Travel CMOs with an overview of the digital advertising strategies of some of the 5 largest travel industry brands: the best performing publishers, highest converting landing pages, campaigns, creatives, and so forth.

1. 2016
DISPLAY
ADVERTISING
INDUSTRY REPORT
A D I N T E L L I G E N C E
US Travel

2. U.S. TRAVEL 2016
TABLE OF CONTENTS
Expedia
Top Creatives
Top Publishers, Mediators, Campaigns
TripAdvisor
Top Creatives
Top Publishers, Mediators, Campaigns
Priceline
Top Creatives
Top Publishers, Mediators, Campaigns
BookingBuddy
Top Creatives
Top Publishers, Mediators, Campaigns
TravelZoo
Top Creatives
Top Publishers, Mediators, Campaigns
Executive Summary
Key Findings
2DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel

3. By the beginning of 2016, the U.S. travel industry
will have spend $4.58 billion on digital advertising,
a 15.4% increase in growth from the $4.20 billion
spent in the previous year, with display advertising
accounting for $1.6 billion of that total.* And as
the growth rates continue to rise in the upcoming
years, it is imperative that Travel CMOs use their
display ad budgets wisely.
This report seeks to provide Travel CMOs with an
overview of the digital advertising strategies of
some of the 5 largest travel industry brands: the
best performing publishers, highest converting
landing pages, campaigns, creatives, and so forth.
By the end of this report, we hope you will have a
stronger understanding of what it takes to create a
successful digital advertising strategy in one of the
largest and most promising industries in the world.
DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
U.S. TRAVEL 2016
EXECUTIVE SUMMARY
3

4. U.S. TRAVEL 2016
EXPEDIA
TOP CREATIVES
4DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel

5. TOP MEDIATORS
Mediators Campaigns SOV (%)
TOP PUBLISHERS
Publishers SOV (%)
http://expedia.com
http://kayak.com
http://tripadvisor.com
http://xfinity.comcast.net
http://mlb.mlb.com
http://cheapflights.com
http://the-digital-picture.com
http://biddingfortravel.yuku.com
http://ezschool.com
http://suggest.com
http://mitbbs.com
http://virtualtourist.com
57.04
17.14
13.90
1.67
1.14
0.67
0.49
0.48
0.32
0.28
0.26
0.24
TOP CAMPAIGNS
Campaign Name SOV (%)
Vacation Packages: Find Cheap Trips, Deals & Vacations | Expedia
Join the Blue Jays™ on the road | Expedia.ca
Expedia Travel: Vacations, Cheap Flights, Airline Tickets & Airfares
Las Vegas, Clark County - Las Vegas - 229 hotels at the best price - guaranteed
Las vegas - Save on package deals
1.70
1.14
1.72
2.00
0.82
# Pub
8
1
286
3
1062
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
Turn
GOOGLE DISPLAY NETWORK (GDN)
COMMISSION JUNCTION (CONVERSANT MEDIA)
rewardStyle (rewardstyle.com)
ValueCommerce (valuecommerce.ne.jp)
TRACK.GRAPHICBOMB.COM
prf.hn
Affiliate Window
t.dgm-au.com
21
20
356
11
807
10
1
13
21
7
6
2
37.45
21.16
12.50
9.08
6.82
5.06
2.86
1.29
0.70
0.64
0.62
0.55
U.S. TRAVEL 2016
EXPEDIA*
5DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
479M 8,602 1,011 1,041

6. U.S. TRAVEL 2016
TRIPADVISOR
TOP CREATIVES
6DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel

7. TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://tripadvisor.com
http://ask.com
http://bookingbuddy.com
http://boards.cruisecritic.com
http://onetime.com
http://nycinsiderguide.com
http://airfarewatchdog.com
http://expedia.com
http://centurylink.net
http://accuweather.com
http://kijiji.ca
http://seatguru.com
24.40
9.90
9.34
9.05
4.14
3.81
3.54
3.35
2.85
2.39
1.73
1.71
TOP CAMPAIGNS
Campaign Name SOV (%)
TripAdvisor: Read Reviews, Compare Prices & Book
10 beachfront hotels
London Hotel Deals & Hotel Specials in London, England on TripAdvisor
Anaheim Hotel Deals & Hotel Specials in Anaheim, Orange County on TripAdvisor
10 extraordinarily designed hotels
6.74
7.43
9.90
2.13
2.34
# Pub
60
5
1
14
3
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
an.yandex.ru
rewardStyle (rewardstyle.com)
COMMISSION JUNCTION
Aggregate Knowledge
Affiliate Window
DIRECT
Zanox
api2.adstargeting.com
205
205
1462
1263
87
1
11
1
2
130
2
1
42.65
21.60
20.69
11.16
1.69
0.74
0.59
0.30
0.19
0.12
0.09
0.06
U.S. TRAVEL 2016
TRIPADVISOR*
7DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
280M 4,210 2,207 7,031
(CONVERSANT MEDIA)

8. 8DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
U.S. TRAVEL 2016
PRICELINE
TOP CREATIVES

9. TOP CAMPAIGNS
Campaign Name SOV (%) # Pub
TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://priceline.com
http://kayak.com
http://tripadvisor.com
http://target.com
http://biddingfortravel.yuku.com
http://lakesnwoods.com
http://xfinity.comcast.net
http://pointguardu.com
http://armstrongmywire.com
http://cruises.priceline.com
http://rentalcars.com
http://cincinnatibell.net
66.72
15.91
9.34
2.66
1.53
0.59
0.50
0.49
0.48
0.43
0.37
0.13
Hotels in Orlando, FL | Priceline.com
Hotels in Los Angeles, CA | Priceline.com
Payless Rental Car Deals on Priceline.com
Priceline.com - The Best Deals on Hotels, Flights and Rental Cars.
Hotels in San Francisco, CA | Priceline.com
7.74
6.67
2.66
1.71
1.59
3
2
1
61
1
CONVERSANT MEDIA
Dotomi (Conversant Media)
DoubleClick
COMMISSION JUNCTION
biddingfortravel.com
GOOGLE DISPLAY NETWORK (GDN)
usastar.com
Travelzoov (travelzoo.com)
travelzoo.com
Xaxis (xaxis.com)
DIRECT
TRACK.GRAPHICBOMB.COM
16
15
84
9
4
107
1
2
2
2
18
6
53.05
25.19
8.89
7.21
2.27
1.72
0.65
0.20
0.20
0.20
0.13
0.09
U.S. TRAVEL 2016
PRICELINE*
9DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
Est. Total Impressions Total Publishers Campaigns Creatives
725M 253 224 656
* figures based on August 2015- November 2015
(CONVERSANT MEDIA)

10. U.S. TRAVEL 2016
BOOKINGBUDDY
TOP CREATIVES
10DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel

11. TOP PUBLISHERS
Publishers SOV (%)
TOP MEDIATORS
Mediators Campaigns SOV (%)
http://tripadvisor.com
http://cruisecritic.com
http://priceline.com
http://whatscheaper.com
http://hipmunk.com
http://airfarewatchdog.com
http://symbaloo.com
http://estately.com
http://lowcostairlines.com
http://cheapflights.com
http://cheaptickets.com
http://cheapassgamer.com
64.23
3.06
1.78
1.66
1.55
1.54
1.48
1.15
1.06
1.02
0.97
0.79
TOP CAMPAIGNS
Campaign Name SOV (%)
Cheap Cruises - Compare Cruise Deals
BookingBuddy - Cheap Cruises - Compare Cruise Deals
BookingBuddy - Cheap Vacations - Compare Vacation Deals
BookingBuddy - Cheap Vacations - Compare Vacation Deals
BookingBuddy - Cheap Car Rentals - Compare Rental Car Rates
39.11
27.90
13.53
12.24
1.75
# Pub
4
4
3994
7162
1052
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
CONVERSANT MEDIA
Dotomi (Conversant Media)
CXENSE (cxense.com)
DIRECT
COMMISSION JUNCTION (CONVERSANT MEDIA)
Pubmatic
ATTAINLIVING.COM
hit.trafficholder.com
OPENX
Right Media Exchange
176
106
4
4
1
17
2
1
1
1
1
1
61.20
30.29
4.62
2.35
1.03
0.25
0.09
0.07
0.06
0.01
0.00
0.00
U.S. TRAVEL 2016
BOOKINGBUDDY*
11DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
* figures based on August 2015- November 2015
Est. Total Impressions Total Publishers Campaigns Creatives
413M 10,427 214 512

12. 12
U.S. TRAVEL 2016
TRAVELZOO
TOP CREATIVES
DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel

13. TOP CAMPAIGNS
Campaign Name SOV (%) # Pub
13DISPLAY ADVERTISING INDUSTRY REPORT 2016 / US Travel
http://kayak.com
http://tripadvisor.com
http://dealbase.com
http://zagat.com
http://budgettravel.com
http://ask.com
http://lasvegasadvisor.com
http://cincinnatibell.net
http://msn.com
http://windstream.net
http://foxnews.com
http://travelzoo.com
66.53
7.36
3.60
3.24
1.81
1.59
1.30
1.05
0.95
0.79
0.76
0.66
TOP PUBLISHERS
Publishers SOV (%)
23.24
21.99
12.83
4.40
6.30
4
4
3
1268
835
TOP MEDIATORS
Mediators Campaigns SOV (%)
DoubleClick
GOOGLE DISPLAY NETWORK (GDN)
Dotomi (Conversant Media)
travelzoo.com
Travelzoov (travelzoo.com)
CONVERSANT MEDIA
pkracv.com
MEDIAPLEX (CONVERSANT MEDIA)
Xaxis (xaxis.com)
Atlas Solutions
DIRECT
Adition Tecnologies AG
41.71
26.53
4.75
4.03
4.03
3.35
3.34
2.90
2.74
2.61
1.61
1.07
35
71
39
63
63
5
5
35
55
29
38
2
Est. Total Impressions Total Publishers Campaigns Creatives
220M 2,165 173 1,330
U.S. TRAVEL 2016
TRAVELZOO*
Discount Hotels: Find the Best, Most Affordable Las Vegas
Hotels Deals with Travelzoo SuperSearch
Discount Hotels: Find the Best, Most Affordable San
Francisco Hotels Deals with Travelzoo SuperSearch
Discount Hotels: Find the Best, Most Affordable Los Angeles
Hotels Deals with Travelzoo SuperSearch
Travelzoo | Discount airfare from top airlines with
SuperSearch
Discount Hotels: Find the Best, Most Affordable Hotels
Deals with Travelzoo SuperSearch
* figures based on August 2015- November 2015

14. As 2016 approaches, Travel CMOs must
be able to meet their KPIs and revenue
goals. By discovering what is working best
with industry leaders, they can arm
themselves with the tools and insights
needed to create impactful and successful
display advertising campaigns. For
example, an in-depth analysis of the travel
industry’s creatives and campaigns shows
that Direct Response campaigns dominate
digital advertising efforts versus Branding
campaigns.*
Insights such as these can virtually eliminate the need for A/B testing
for any Travel CMO. They can immediately discover which publishers
have proven be the most effective for their competitors. By knowing
this, they can right away reap the benefits and spend the saved
budget on extending their reach or outbidding their competitors on
top publisher sites.
U.S. TRAVEL 2016
KEY FINDINGS
*According to eMarketer, Direct Response campaigns make up 72% of the travel industry’s digital
advertising efforts whereas Branding campaigns make up the remaining 28%*
A D I N T E L L I G E N C E
If you’re interested in improving your digital advertising strategies and
bringing in better results with less spend, we would be more than happy
to provide you with a demo of what AdClarity can do for your business.
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