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BizReport : Advertising : June 13, 2008
Kayak.com launches display ad network
Kayak.com has recently added to its advertising options by launching display advertising for the Kayak Publishers Network.
Some industries benefit more from visual triggers than others, and travel is one. In fact, Kayak.com’s 2,000 or so advertisers have made it clear that displays ads communicate travel services in a way that text ads cannot.
So, Kayak.com has given them a new display ad system. SideStep.com, which Kayak bought last year, powers the display ad technology.
As per the text ads that are already available via the Kayak Publishers Network, advertisers can target the new display ads based on consumer search criteria including specific hotel/car/airline brands, destination, origination, trip dates and length of stay. Various display ad formats are available including three IAB standard sizes.
Referrals from either text or display ads pass consumers' search criteria through to the advertiser's website, allowing the advertiser to display relevant search results instead of a generic landing page.
In the knowledge that some consumers dislike display ads, Kayak.com has made it possible for the ads to be turned off.
Tags: display advertising, online advertising, online advertising network, travel
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