The largest travel advertiser (Priceline) is shifting money out of digital and into TV advertising.
They currently spend ≈ $4b annually on digital advertising and plan to increase spending on TV by 55%.
Why the shift? Priceline believes that additional spending on TV will drive direct traffic to their platform versus being reliant on referral sites (TripAdvisor, Trivago, etc.) and Google AdWords.
Opposite take. Trivago recently began shifting money out of TV and into digital.