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Sponsored ads capture travel clickthrough

August 11, 2006 |

A new report shows that more than 50 percent of the total click-throughs to online travel agencies were generated by sponsored ads, compared to just 11 percent across all Web search activity.

comScore Media Metrix introduced “Competitive Search Marketing Reports” by examining the effectiveness of search campaigns conducted by the most-visited online travel agencies. The analysis showed that more than 50 percent of the total click-throughs to these sites were generated by sponsored ads, compared to just 11 percent across all Web search activity.

Among the sites analyzed, Orbitz.com and CheapTickets.com led the pack, each receiving approximately 72 percent of click-throughs from sponsored ads.

Peter Daboll, president and CEO of comScore Media Metrix, said “With search advertising accounting for roughly 40 percent of total online spending… advertisers view the medium as a critical component of the advertising mix… (making it) ...important for advertisers to focus on the search terms that have the most relevance to their target audience.”

comScore’s analysis revealed that Yahoo! was the preferred engine for sponsored ad campaigns among the most-visited online travel agency sites in April, receiving nearly 44 percent of the sponsored ads placed by these sites.

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