LastMinuteTravel.com and Dapper MashupAds have formed an online advertising alliance that beams last minute hotel, flight, vacation package, and cruise inventory to targeted travel websites in real-time.

Published: 06 Jun 2008

LastMinuteTravel.com and Dapper MashupAds have formed an online advertising alliance that beams last minute hotel, flight, vacation package, and cruise inventory to targeted travel websites in real-time.

The partnership is being described as the first of its kind.

Dapper MashupAds connects directly to content from LastMinuteTravel.com, streaming live package deals as well as interactive text fields to web users. The adaptable content is then "mashed up" with the subject matter of the publisher's site, creating an advertisement relevant to the user's browsing experience.

Citing an example, Paul Knegten, Director, Business Development for Dapper, Inc. said if a consumer is reading an article about New York City while browsing an online travel guide, the banner will uniquely adapt to display the area's current inventory from LastMinuteTravel.com, including the ability to specify travel dates and browse hotel availability within the space.

The preliminary results from the campaign show that web users who see the advertisement daily on sites like www.AreaGuides.net directly engage with the Last Minute Travel brand. Those that click through to make a purchase on LastMinuteTravel.com spend more time on the website and view more pages than the average consumer, ultimately increasing the company's ratio of clicks to impressions (CTR) and overall return on the campaign investment (ROI).

Amir Inditzky, Director of E-Commerce, LastMinuteTravel.com said, "It's a subtle, cutting-edge way to build greater awareness of our product, increase conversions, and to encourage interested travelers to interact with us from throughout the World Wide Web."