Some of the most valuable signals happen before a purchase ever takes place. People research, compare, explore and plan, giving marketers a window into what they’re interested in and what they might do next.
Tripadvisor sits at a particularly interesting point in that journey. Travelers come to the platform while they’re deciding where to go, where to stay, what to eat and what to do. That makes travel an interesting lens for a much bigger conversation about consumer intent and its role in advertising.
In this fireside conversation, Adam Ochman, Global Head of Marketing for Tripadvisor’s B2B advertising business, joins Mack McKelvey, CEO, SalientMG and Andy Oakes, CEO, Bluestripe Group, to talk about the evolution of Tripadvisor’s advertising business and the opportunity it creates for brands.
They’ll discuss the role intent plays in Tripadvisor’s advertising business, how the company is using its relationship with travelers to create opportunities for brands, and why those opportunities extend well beyond traditional travel advertisers. They’ll also look at the growth of media networks outside of retail, what makes a platform’s first-party relationship valuable, and where Adam sees the market heading next.