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Enables Hotels to Reach Prospective Travelers in Booking Path
New York (May 31, 2012) Intent Media today announced significant enhancements to its Sponsored Search Network (SSN), a powerful marketing tool enabling hotels to reach prospective travelers exactly when they are searching for and booking a hotel.
The network allows hoteliers to display their hotel as the top search result across Orbitz, Travelocity.com, eBookers, and CheapTickets.com’s hotel booking paths. And with the release of the newest version, Sponsored Search automatically filters searches according to the hotel’s availability so they only show up for dates when they need bookings.
“With this release, hoteliers get even more capabilities to cost effectively drive bookings whenever they need them,” says Richard Harris, CEO of Intent Media. “There is no more ‘in market customer’ than one who has just entered a search for your destination on a date range for which you have availability. To be front and center with this customer is as targeted as marketing gets.”
As a cost per click auction based platform, Sponsored Search has no costs for hotels unless their ad is actually clicked. Further supporting this ROI friendly approach, the latest version features enhancements like image optimization. Hoteliers can load multiple images of their hotel and the system will automatically rotate them, test the results, and then maintain the best performing image going forward.
“We’ve been using SSN for a while now. We are especially pleased that we only pay when there is a click,” says Doina Sanchez, Director of Revenue at Staybridge Suites Times Square, “The new enhancements gives me an expanded set of capabilities to help me fill rooms, most of which are automated so there isn’t any more work for my team. And it is simple to set up an ad and control a budget.”
Hotels create their ads in an easy-to-use interface that pulls from existing descriptions and images to automatically format their ads. The hotelier has the option to then customize ad copy and images and have the system test multiple options to find the best performing version. They can also access tools to manage their bids and budgets for the destination and booking periods they wish to target. The system provides detailed reporting and features controls to manage budgets and spending on a daily, weekly, or one-off basis.
“Our initial test shows a 30% increase in average bookings and ROI for our hoteliers,” adds Mr. Harris, “That’s the power of using consumer intent to target advertising. When you give them what they want, exactly when they want it, the consumer no longer sees an ad -- they see a utility helping them get what they want.”
More information on Sponsored Search Network, is here: http://sponsoredsearch.intentmedia.com
Intent Media (www.intentmedia.com) helps retail sites fully monetize their site traffic by augmenting transaction revenues with high margin ad revenues. The company's platform identifies intent actions and targets highly relevant advertising against that intent. Intent Media deploys a proprietary suite of data-driven risk mitigation tools to enable retailers to extract the advertising value of their traffic and simultaneously preserve transaction value. For example, the company’s Ads for Travel enables sites like Expedia and Orbitz to monetize traffic in their flight booking path with advertising from airlines and other online travel agents.
The privately-held company is based in New York and backed by institutional investments from Redpoint Ventures and Matrix Partners and individual investors including LinkedIn’s Reid Hoffman, AppNexus’ Brian O’Kelley, and Gilt Groupe Inc.’s, Kevin Ryan.