Simple Digital Tactics To Reach InternationalTravelers. September 19, 2017

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1 Simple Digital Tactics To Reach InternationalTravelers September 19, 2017

2 3 Simple & Effective Products Native External Mobile China Audience Extension 2

3 TripAdvisor United States (incl. mobile) TripAdvisor remains the largest travel website in the United States by far with nearly 30m users on desktop and over 56m mobile users Millions TripAdvisor Inc. Tripadvisor Sites Expedia Sites HomeAway Southwest Airlines Co. HOTELS.COM Sites PRICELINE.COM Booking.com Europe Delta Airlines Travelocity Sites Time Inc. Affluent Media Group Airbnb Sites Kayak.com Network MARRIOTT.COM Fareportal Media Group AA.COM United Airlines Disney Parks & Travel Trivago Sites Orbitz Worldwide CHEAPOAIR.COM Conde Nast Traveler MSN Travel Hotwire.com Sites BookingBuddy Sites Desktop* Mobile Exclusive Source: comscore February 2017

4 Native External Mobile Unit

5 Native External Mobile Extend Reach: Message to TripAdvisor s mobile users as they explore hotels, restaurants and attractions Branding: Advertiser has complete control over messaging, including; image, logo, and text Engagement: Contextual Native Ads drive higher CTR, engagement, and brand favorability Avg. CTR of 0.60% % Targeting: Content type: Restaurants (by cuisine type) Attractions (by type) Hotels (by any filter) Audience: Interest (luxury, budget, travel dates, hotels viewed, etc.) 5

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7 Native External Mobile Creative Logo 250x250 Pixels, Maximum Headline 27 Characters, Maximum Body -2 Lines with 27 Characters Per Line, Maximum Click-Thru URL Can accept 1x1 pixel tracker Avg. CTR of 0.60% % CPM: $20 - $38 cpm 7

8 Mobile China

9 Global Mobile Solutions also available on.cn A growing solution set to drive your business objectives Native Internal Native External Adhesion PLATFORMS CONTENT TYPES: Attraction List Page Restaurant List Page Attraction List Page Restaurant List Page Hotel List Page Attraction Pages / Reviews / Lists Restaurant Pages / Reviews / Lists Forum Pages (specific forum strings only) Tourism Pages* 9

10 Unique China Mobile App Opportunities Engaging & Influencing TripAdvisor China Splash Screen in App WeChat Posts WeChat Platform 3

11 Mobile Results & Affordability Avg. CTR of 0.20% % CPM: $20 - $38 cpm 11

12 Audience Extension

13 An Introduction to TripAdvisor s Data TripAdvisor is the world s largest travel site* 46% of TripAdvisor audience is unreachable on Adara 415M average unique monthly visitors ** 49 Markets Worldwide 17% 59% is unreachable on all data providers combined of GLOBAL users that purchase travel online, will use TripAdvisor during their research *Source: comscore Media Metrix for TripAdvisor Sites, worldwide, December 2016 ** Source: TripAdvisor log files, Q & ComScore 13

14 How It Works Reach TripAdvisor Users Shown Interest in Your Destination or Competitors Not Exposed on TripAdvisor Leverage our 1 st Party Data

15 Display Targeting: Berlin, Germany

16 Mobile Targeting: Geo-targeting

17 Video Targeting: Berlin, Germany

18 AudEx Display & Video Display CPM - $8 - $12 cpm Video CPM: $20 - $38 cpm Apply Segments (Beach, Family, Budget, Luxury) Black List Economical More Reach at a Lower ecpm 18

19 Thank you for your time! Carol Johnson Destination Market Manager