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Kayak Display Ads: Coming to a City near You | Website Office
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Kayak Display Ads: Coming to a City near You

June 15, 2008

The travel search engine Kayak.com has announced a new ad platform. This new platform allows businesses to purchase display ads on the site. These new ads may eventually replace the text ads that are currently prevalent on the site.

Much like Google’s text only ads, Kayak.com had previously only displayed text ads. These new display ads will allow businesses to tap into an ad source that has been limited up until recently. There are, of course, ways for registered users of Kayak.com to turn off the ads. At the bottom of the ad, customers can click to never display the ad to them again. While these display ads may cause slightly more frustration to customers, hopefully, the ability to project an image will be profitable to businesses.

These new ads are a new breed of targeted ads, allowing businesses to determine when they are displayed based on the user’s city of origin, destination, trip dates, length of stay, specific airline, hotel brands, car brands, and car type. This type of customization, used properly, will help advertisers significantly with reaching their target audience.

When a consumer clicks on either the new display ads or the text ads, their information, regarding destination and other travel information, is transmitted to the advertiser to help them display relevant results rather than generic results. This type of advertising, though it appears a little personally invasive, certainly helps with conversions. Displaying relevant information makes the ads less frustrating and more useful to the consumers, a key component to successful advertising.

Kayak.com claims that it and its affiliate websites generate almost 200 million targetable ad impressions a month on air, hotel, and car rental searches. With this volume, the market is definitely ripe for advertisers. Successfully exploiting the services on the website will allow advertisers to reach their target group. Of course, this is particularly useful with businesses that can tie their products to travel.

Allowing more display ads is a big step away from the animosity displayed towards them up until recently. It will be interesting to see the volume change in conversions as they become more prevalent.

Written By: James Blackburn, Website Office Staff Writer

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