Lastminute.com makes most of its money through bookings on the site. Revenue from ad services (which accounted for 6 percent of its total revenue in 2015) is an even split among display, affiliate marketing and search and keywords. Alessandra Di Lorenzo, Lastminute’s newly created chief commercial officer for advertising and partnerships, is keen to stress that the push into video isn’t a signal the site would be moving away from display ads. “It’s about adding something new. There’s always a place for display media. People need places to do high-impact branding, and display will do that,” she said. Swiss travel company Bravofly Rumbo Group acquired Lastminute.com in 2014 for £76 million ($120 million). Since then, the company has been on a mission to reinvigorate the brand and diversify its advertising revenue. In 2015, CEO Fabio Cannavale outlined the group’s move into branded-video content, which would cut its marketing costs 7 percent by 2017. The site claims to attract 35 million visitors per month. Get the full story at Digiday Read also "More on lastminute.com’s advertising options for travel brands"