Two separate reports reveal that advertising spend by some of the largest travel companies demonstrates the success that comes from cross-channel campaigns.
During the first four months in 2016, 3,288 advertisers spent $107 million sponsoring travel-related keyword groups on desktop for search advertising -- up 13% compared with the $95 million in advertising that companies spent during the same period in 2015, according to data released from AdGooroo Wednesday.
The data looks at paid-search advertising in the travel sector, examining the top 250 non-branded keywords on Google desktop from January through April 2016.
Expedia.com led all advertisers with a 7.52% click share from January through April 2016, followed by Kayak.com with 6.94%, and CheapOAir.com with 5.85%.
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