|It's still not real unless you're on TV.|
Thursday, 27th March 2014
Source : Martin Kelly
The idiot box still has a power unmatched by the internet;
So says Hichame Assi, Chief Operating Officer of HotelsCombined, which is now running TV and cable ads in eight disparate markets – from Korea to Brazil, Australia to Russia.
"TV says 'these guys are serious'!" he said.
Which accommodation search engine HotelsCombined surely is: 41 local language sites, 300 million visits last year, $1 billion in bookings for its online partners and annual growth running somewhere between 60% to 70%.
They're doing something right – and some things they are not entirely comfortable with such as TV.
"We're doing it cautiously," said Hichame. "Performance marketing is in our DNA."
Which is code for – "we analyse everything" to makes sure it meets Return on Investment targets.
And clearly TV, despite its high cost, stacks up.