It is important to influence and keep your brand top of mind when reaching consumers as they browse the web – which can be challenging, considering how much content people are consuming online these days. For instance, our recent study on the Traveler’s Path to Purchase with comScore indicates that American, British and Canadian travelers make more than 120 to 160 visits to travel sites prior to booking a trip. Add on top of that all the other types of websites consumers are visiting. For example, the average American visits 140 travel sites and 290 total sites, so that includes another 150 visits to non-travel sites. This showcases the huge opportunity for brands to continue engage with travel shoppers throughout the consumer journey, reaching them wherever they are online.
Source: comScore data, 2016
One way we help marketing partners do this is through our solution. Our proprietary first-party Expedia group data includes billions of data points on shoppers, including search behaviors like destinations researched, activity interests, traveling with children, etc. With those traveler behaviors, we create audience segments that represent those traveler intentions through leveraging look-alike modeling technology, which finds other online consumers that elicit the same behaviors and intentions. Not to be confused with retargeting, these audience segments have not necessarily visited Expedia group’s sites or been exposed to our partners travel brands. In a nut shell, our exclusive first-party travel intent data powers effective audience targeting, enabling advertisers to reach relevant travel shoppers wherever they browse and shop on the internet.
Here are three key takeaways for marketers when thinking about utilizing an audience extension solution.