TravelCLICK launches ad serving technology with Worldspan Accents and completes travel agent Media Network
TravelCLICK announced today the final expansion of its global Travel Agent Media Network with the launch of Worldspan AccentsSM, the newest electronic point-of-sale advertising capability on the Global Distribution Systems (GDS). This expansion adds nearly 21,000 travel agencies around the world to TravelCLICK's media network.
The launch is unique in that Worldspan Accents is the first GDS media product for which TravelCLICK will serve ads directly into the mainframe system of a GDS, using an adaptation of DoubleClick's AdServer technology. The application is also unique in that it represents the first commercial deployment of AdServer technology onto a non-Internet platform.
The innovative use of AdServer with Worldspan Accents follows months of joint planning and co-development by TravelCLICK, Worldspan, and DoubleClick. Though upon startup the launch has been limited to Worldspan's top 10 markets, ad inventory is already approaching 1,000,000 impressions a day. Expectations are that this will increase to 3,000,000 impressions a day when TravelCLICK extends ad serving to all Worldspan markets by month end.
With the addition of promotional messaging capabilities through Worldspan, TravelCLICK's Travel Agent Media Network will provide electronic advertising reach to more than 450,000 travel agents worldwide. These travel agents, combined, sell more than $250 billion in travel services each year through their computer terminals.
"We're pleased to be able to provide our hotel, airline, and car rental clients with access to a unique and influential customer base through Worldspan Accents. This launch presents new opportunities for everyone involved," said Ray Cohen, president and co-CEO of TravelCLICK.
"The addition of Worldspan Accents, combined with the utility of DoubleClick's AdServer technology, allows more precise targeting and enables TravelCLICK to deliver higher ROI's to our advertisers. The initial response from these advertisers has been excellent," continued Richard Gray, chairman and co-CEO of TravelCLICK.
"We are looking forward to a long and successful partnership with TravelCLICK and their consultative sales force, who will help hotels, airlines, and other travel providers drive revenue and grow market share by advertising using Worldspan Accents," commented Jesse Liebman, senior vice president and general manager, Worldwide Travel Supplier Services for Worldspan. "We couldn't be more delighted to extend our leadership in e-commerce for the travel industry to this innovative application of leading-edge ad serving technology with TravelCLICK."
Source: TravelCLICK