TripAdvisor expands social media advertising options

TripAdvisor, the travel review website, has launched a new data platform that helps marketers reach their target audiences on Facebook and Instagram.

TripAdvisor Connect allows advertisers to tap into custom audiences – beyond the travel platform’s app and website – based on data collected by TripAdvisor.

Advertisers can now use social media channels like Facebook and Instagram to engage with target audiences.

“We continue to innovate new ways for advertisers to leverage TripAdvisor’s global data and trusted brand through new creative formats that deliver audience at scale – either on their own website or app, or to their TripAdvisor business listing,” explains Christine Maguire, Vice President, Advertising Revenue, TripAdvisor, Inc.

By tapping into the platform’s data, advertisers can make use of multi-media creative solutions to drive campaign goals.

“Fueled by deep consumer insights, we can help advertising partners reach, engage and activate new and large high-intent audiences beyond the TripAdvisor website and app. For 10 million highly engaged followers of our brand on sites like Facebook and Instagram, TripAdvisor is a trusted resource and influential part of their decision making process.”

According to research by the travel company, 49% of travellers find TripAdvisor to be a source of inspiration for their destinations and over half (60%) use TripAdvisor to make booking decisions.

Another 84% said they read reviews on the platform before making a booking.

Social media advertising continues to grow strongly, with ad expenditure predicted to increase by 20% in 2019 to $84 billion, according to Zenith Media’s latest forecast.

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