How Booking.com is striking a new balance between brand and performance
When it comes to advertising, Booking.com historically was a performance-led organization, but in the last couple of years, it has been delving into brand
Booking.com’s preferred partner for social, YouTube, is playing a huge role in helping the brand scale its campaigns. It’s not just selling the brand ad space, though. The Alphabet-owned video giant is working with Booking.com’s team from a creative perspective, helping tailor content to make it as efficient as possible.
Key takeaways
- It’s an approach that is helping Booking.com’s marketing spend work harder, and it’s opening up new ways of working, including collaborations with influencers and creators;
- “We need to make sure we’re designing content for every platform. If you’re making a traditional ad, it can be difficult to get the plethora of content you need for every different channel,” the company's vp of brand Natalie Wills said;
- Booking.com is now testing ads across YouTube’s TikTok rival Shorts, including a recent Eurovision campaign starring former winner Conchita Wurst.
Get the full story at AdWeek