Quigo, Lonely Planet Build PPC Marketplace
Performance marketing company Quigo has partnered with travel publisher LonelyPlanet.com, the web presence of travel publisher Lonely Planet, to launch a Pay-Per-Click contextual advertising service. The new service will use a branded version of Quigo’s AdSonar ad targeting solution.
Lonely Planet publishes more than 600 independent travel information books, but doesn’t publish any advertisements in them. But the company’s partnership with Quigo will now give advertisers access to the Lonely Planet audience through LonelyPlanet.com, and allow them for the first time to identify with the Lonely Planet brand.
“LonelyPlanet.com’s new partnership with Quigo enables us to offer our
travel-related advertisers a unique opportunity to communicate with curious, independent, socially-aware travelers who are actively engaged in researching and planning their next trip,” said Lonely Planet VP of e-commerce Cameron Holland in a statement. “Quigo’s contextual, targeted advertising marketplace and its unique private label approach allow us to build our own advertiser asset base and maximize the value of our brand,” added Holland.
AdSonar allows advertisers to target ads by page, topic, and location. PPC bids are handled in an auction setting. Other online travel industry websites that have used branded versions of AdSonar include iExplorer and Discovery’s Travel Channel.
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