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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.

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