- Category: September 2011
Sprice Travel Network has emerged as the top travel advertising network for the key Southeast Asian markets of Malaysia and Singapore, as well as India, according to comScore Media Metrix May 2011 data. The dedicated online advertising network, focused on the travel audience, consists of 30+ online publisher partners and affiliates in Southeast Asia and India, including OneIndia, ExpressIndia, The Malaysian Insider, Utusan Online, Travelific (NSTP) and Sify.com. It is reported to have an audience reach of 17% and 25% in Malaysia and Singapore respectively.
Sophisticated behavior targeting capabilities like destination targeting, search and site re-targeting enabled the company to understand travel planning and purchases better, hence reinstating their ability to deliver better ROI for their more than 200 clients.
The travel industry has seen a significant increase in travel planning and purchasing taking place over the internet. However, the key for advertisers remains the ability to identify and capture these online consumers with relevant messages to improve campaign effectiveness.
In 2010, Sprice was acquired by Travelport, one of the leading GDS (Global Distribution System) companies that globally operates across 160 countries and serves an estimated volume of $100 billion transaction value annually, giving Sprice access to a wider global client portfolio to increase its reach. Travelport also owns approximately 48% of Orbitz Worldwide, a leading global online travel company, a private company owned by The Blackstone Group, One Equity Partners, Technology Crossover Ventures and Travelport management.
Figure 1: Reach of Sprice Travel Network in Malaysia, Singapore and India in May 2011, comScore Media Metrix
Figure 2: Market penetration of Sprice Travel Network in Malaysia, Singapore and India in May 2011, comScore Media Metrix
Other networks on the list were those that catered to a more general audience.