CMO TODAY: How is TV working out for TripAdvisor? We had been a very successful brand for many years without doing any TV advertising, and we built the brand through word of mouth, great PR efforts, SEO. We got to a stage where we thought we had an opportunity to reach the folks who didn’t know about us, even though we are a giant brand. We knew there was a whole world we hadn’t reached yet, and we thought TV would be a great channel to test. So we started in earnest in Q2 and we spent about $10 million in Q2 and we’re happy with our results. We saw a nice uptick in traffic in the key markets we were looking at and we like our creative a lot. Why get into TV now, especially when digital advertising seems to be the hottest sector? TV is a very powerful channel. TV gives you the opportunity to tell a story in a visually rich, long form way, more than you can do through a display ad or even through a PR article. We just felt like there was an opportunity to have our brand be top of mind for all these travelers who had been exposed to other travel brands through TV for many years. It’s really about driving awareness for that segment of folks that don’t think of us when they think about booking travel. Is the plan to still spend $30 million? That’s right. Our plan is to spend $30 million and that hasn’t changed. We launched in Canada last week and we continue to look at new markets and finding places where there’s a real story to tell. Get the full story at The Wall Street Journal