It claims a 20% share of the UK’s online short-haul beach market and yesterday bought the “highly complementary” business sunshine.co.uk for £12 million. Its online marketing is driven by a bespoke bid management technology, which helped OnTheBeach reduce its online marketing costs as a percentage of revenue to 40.4% this half compared with 46.3% last time. It has increased the proportion of branded and free traffic to 56.7% from 54.6%, at the same time as daily unique visitors (UVs) has gone up by 9.5% to reach 27.5 million. Daily UVs are defined as ” number of individuals, as defined by an IP address, visiting pages from the onthebeach.co.uk website during a 24 hours period.” Get the full story at Tnooz