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In April, 35 million U.S. consumers used a search engine to initiate travel planning, and those who bought travel online ultimately spent an estimated $6.6 billion in the category, according to new research from comScore Networks, Yahoo, and Media Contacts.
Consumers using the Web to research travel submitted multiple queries and clicked on multiple links per query. Those who purchased travel submitted an average of 5.4 travel-related searches and clicked on an average of 7.8 links within search results.
A significant portion of the impact of Web search on travel buying
occurred in sessions following the initial search engine referral. Only 20 percent of all travel transactions linked to search engine activity occurred directly following the initial search referral, while the remaining 80 percent took place in the days and weeks following the initial search session.
“This research proves that Web search marketing is much more than a direct response vehicle,” said TS Kelly, vice president and director of research and insight for Media Contacts. “To fully measure ROI, marketers must consider the latent and offline value of any search marketing campaign.”
Cox Enterprises, Inc. announced today that the company is bringing together its three media units - Cox Newspapers, Cox Television and Cox Radio - under a new organization named Cox Media Group, Inc., effective January 2009. The subsidiary will be headquartered…
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Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
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Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
Conde Nast is removing Flip.com as an applicationon Facebook come Dec. 16. The website will also be shut down.
Flip launched in 2007 as an online scrapbooking site, reaching 300,000 users. But it failed to sustain the growth Conde Nast…
Effective immediately, any telemarketing call that delivers a prerecorded message must include a quick and easy way to opt-out of receiving future calls. The opt-out must work both for consumers who answer these calls in person and for those whose…
