The Evolving Travel Landscape: Key Advertising Recommendations to Capture the Modern Online Traveler

As the most important travel season of 2009 approaches, are you ready to capture the online audience of an evolving industry?

This presentation defines how the online travel industry is changing and how you can capture more of the "visitor shift" to create truly sustainable online marketing campaigns.

Now is the time to engage consumers planning their summer vacations and savvy marketers will use best practices in advertising and targeting to address consumer needs in today's online travel market. With a focus on travel industry case studies built upon Comscore's research data, Eli Goodman, Comscore Search Evangelist, discusses:

• E-commerce Trends: How has spending within the category changed since last year? Are there new channels that are potentially more lucrative for advertisers?
• Behavioral Targeting: How are changing behavioral trends affecting the travel "visitor shift"?
• Search Marketing and Optimization: Use search terms from a strategic standpoint getting beyond SEM and SEO. Use search behavior to understand the online travel audience and create strategies from that knowledge.
• Display advertising techniques: Are all display ads created equal? Are there greater strategies to placing ads? We'll explore some of these advanced techniques as well.