LastMinuteTravel.com and Dapper MashupAds have joined together to create a dynamic online advertising alliance that beams the site’s last minute hotel, flight, vacation package, and cruise inventory to targeted travel websites in real-time.“For instance, if a consumer is reading an article about New York City while browsing an online travel guide, the banner will uniquely adapt to display the area’s current inventory from LastMinuteTravel.com, including the ability to specify travel dates and browse hotel availability within the space,” explains Paul Knegten, Director of Business Development for Dapper, Inc.
Preliminary results from the campaign show that web users who see the advertisement daily on sites like www.AreaGuides.net directly engage with the Last Minute Travel brand. Those that click through to make a purchase on LastMinuteTravel.com spend more time on the website and view more pages than the average consumer, ultimately increasing the company’s ratio of clicks to impressions (CTR) and overall return on the campaign investment (ROI).
“The campaign has been very successful in engaging online consumers,” states Amir Inditzky, Director of E-Commerce for LastMinuteTravel.com. “It’s a subtle, cutting-edge way to build greater awareness of our product, increase conversions, and to encourage interested travelers to interact with us from throughout the World Wide Web.”
This next generation of online advertising, Dapper MashupAds, connects directly to content from LastMinuteTravel.com, streaming live package deals as well as interactive text fields to web users. The adaptable content is then “mashed up” with the subject matter of the publisher’s site, creating an advertisement relevant to the user’s browsing experience.