on 12 July 2010
Skyscanner, the U.K.-based travel metasearch website, signed an ad representation deal with Travel Ad Network for the North American market.
Travel Ad Network will be handling display, behavioral and lead-generation ad products for U.S. and Canadian suppliers for Skyscanner, says Scott Cherkin, vice president of business and product development for Travel Ad Network.
The move is part of Skyscanner’s overall strategy to assign resources into growing its U.S. audience in 2010.
Skyscanner spokeswoman Lara Bayley says the metasearch company has named a U.S. country manager, Scot Carlson, who’s assignment is to “scale our audience and develop commercial relationships.”
Skyscanner currently has some two dozen country sites, which are available in more than 20 languages.
Travel Ad Network says it will be able to integrate North American advertisers’ airline pricing into Skyscanner’s metasearch results in North America “as well as the Skyscanner global footprint.”
Skyscanner launched its U.S. .com domain last year, but Bayley says “we have long had a strong U.S. customer base the .net site as Skyscanner was developed to work at a multinational level from the very start.”
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Great move by Skyscanner. And with Troogle on the horizon, TAN presents Skyscanner a way to disintermediate OTA’s out of future bookings while at the same time generate brand advertiser ad revenues. Not a bad move while the meta-search sites lanquish and you gain market share lost by the OTA’s after the deal is done. Remember TAN is has the 2nd largest online travel audience and casts a huge net for all those targeted searches that Troogle is going to produce. Airlines, Google and Travel Ad Network will all gain in this post -Troogle world.