This report is sponsored by: INTENT MEDIA
FOREWORD INSIGHTS INTO THE BL About us
Intent Media helps unlock the full revenue potential of online travel companies by delivering innovative, high-margin advertising products powered by advanced analytics and intelligent customer profiling. Intent Media’s products make travel shopping easier for consumers, increase profit per visitor for partner sites, and provide a huge new source of highly-qualified traffic for travel advertisers.
Intent Media powers these ads on sites including ebookers,
lastminute.com, Orbitz, CheapTickets, Hotel Club, Travelport and Hipmunk. Thousands of performance marketers at airlines, hotels, online travel agencies and metasearch companies reach travel shoppers every day through Intent Media’s pay-per-click advertising platform.
intentmedia.com
Nick Morley, managing director, EMEA Nick joined Intent Media from Adobe, where he had been European managing director for its media optimisation, audience management and social marketing business. Previously, he served as vice-president and European
managing director for Efficient Frontier where he scaled the business up to its acquisition by Adobe.
Lynne Hamilton, director, European partnerships Lynne has dedicated her career to driving rapid growth in companies. Prior to Intent Media, she was sales and marketing director at Moji, a Chicago-based start-up specialising in recovery products for endurance athletes.
Kris Davis, director, advertiser sales Before joining Intent Media, Kris spent six years at Google, leading teams responsible for managing and growing Google’s advertising revenues in a variety of verticals including retail, travel and local.
Online convergence heralds exciting opportunities, says InnovationReport 2015 sponsor Intent Media
At Intent Media, we’re privileged to work with many of the world’s leading travel companies, from online travel agencies (OTAs) and metasearch sites to global distribution systems and suppliers such as airlines and hotels. In our discussions with industry thought
leaders over the last year, there’s been a lot of talk about ‘convergence’: the bringing together of search and commerce business models to give travel shoppers a better experience. As a company that was founded at the
intersection of search and commerce, we’re especially interested in the evolution of this idea, and we think it’s worth looking at how the concept of convergence emerged. As the online travel industry grew up in the
1990s and 2000s, it sorted into tribes. Think about ‘distribution people’ versus ‘marketing people’; ‘suppliers’ versus ‘OTAs’; and ‘search engines’ versus ‘travel guides’ versus ‘commerce sites’. One of the starkest divides was between the
‘commerce’ tribe (OTAs and supplier sites, where transactions happened) and the ‘search’ tribe (search engines and metasearch sites, home to research and discovery). Commerce companies have traditionally
focused on metrics such as conversion rate, average order value, profitable traffic acquisition and lifetime customer value. Meanwhile, search
companies have been living in a
6 — FEBRUARY 2015 —
TRAVOLUTION.CO.UK
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44