How did TripAdvisor gain initial traction?
Actually, it was Travel Ad Network – TAN in early 2006 (now Travora Media) that gave TripAdvisor its initial traction in the media marketplace. TripAdvisor signed a one year contract with TAN to be its EXCLUSIVE ad salesforce. See http://www.tripadvisor.com/Press… Within 30 days we brought them 30 major advertisers. After just six months, they opted out of their contract and proceeded to hire their own advertising sales staff. I was very proud of the job we did for TripAdvisor. Our sales staff is second to none. We continue to compete with TripAdvisor on a daily basis for ad dollars but it was TAN that got them their initial graphic advertising traction. Considering TripAdvisor’s valuation of their IPO will be about $4 billion, I’d say Travora Media is sitting in a valuable space at the moment.
