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State of the Screens

Booking.com Rethinks Digital Advertising in Favor of TV

By February 15, 2018No Comments

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.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.