Travelocity in news for its “display success formula”

Travelocity has reportedly moved towards using real-time search data in its display ads.

The online travel company borrowed a few tricks from the world of search advertising, only to uncover a formula that could revive display.

The company abandoned its typical spray-and-pray display campaigns last year and instead focused on serving individually targeted ads using information from consumers' most recent searches. The results of the new approach were off the charts -- Travelocity experienced a 230 percent increase in bookings, while click-through rates soared 651 percent, according to Ad Age.

Individually tailored ads necessitate creative that adapts on the fly, and Travelocity worked simultaneously with online agency Click Here and ad-optimiser Teracent to develop the necessary elements. Click Here developed a creative template for each business aspect, such as airfare or car rentals, and let Teracent’s engines fill in the appropriate data, according to Ad Age.