Case Study: TripAdvisor boosts TV ad ROI with iSpot.tv

TripAdvisor needed to understand which TV networks generate the most incremental revenue per advertising dollar

TripAdvisor, a major travel website, faced the challenge of accurately measuring the true effectiveness of its television advertising. They needed to move beyond simple correlation to understand which TV networks were actually causing new customer conversions, not just reaching viewers who would have visited their site anyway. To solve this, they partnered with vendor iSpot.tv to employ a causal lift analysis.

iSpot implemented a solution that compared the behavior of households exposed to TripAdvisor's TV ads with nearly identical households that were not exposed. This allowed them to isolate the true incremental lift generated by the advertising. The results revealed that many networks with high conversion rates had high baselines, meaning the ads weren't causing the action. By reallocating its TV budget to networks where the ads were proven to cause conversions, TripAdvisor achieved a higher return on investment and identified new, untapped audiences for its campaigns.

TripAdvisor

Tim D’Auria

Head of TV Optimization