The ads could be a way to attract more customers to its platforms and use its metasearch and Instant Booking capabilities. The recent ad conveys that TripAdvisor helps find hotels at the best prices, suiting traveler budgets from a selection of over 200 sites. The company's Instant Booking feature is not highlighted in the ad, but the ads will be evolving with time and new releases. According to the company, the first ad wanted to focus on TripAdvisor’s ‘comparing hotel prices’ feature, while subsequent ads will likely deal with the booking options. It is noteworthy to mention that while TripAdvisor was absent from TV for the last couple of years, its peers - including Trivago, Hotels.com and Booking.com - have been spending significantly on advertising. It makes sense for the company to keep pace with its competitors. Get the full story at Forbes and Barron's