Pathmatics Ad of the Week, Episode 5 - Priceline Booking Group

For our Pathmatics Ad of the Week, Episode #5, two of our Sales Development Leads explore that age-old question: Does placing your towel on a hotel pool chair act as a reservation, or does it only buy resentment from your fellow swimmers?

You know exactly what we're talking about, and Priceline, the popular travel booking website, hits the argument head-on. Whether you've been the perpetrator or the victim, prime poolside real estate can be hard to find. So how much time does that beach towel really buy you before you lose your seat for good?

Unfortunately, our Pathmatics Explorer data can't offer a proper towel-time-ratio, but what we can extract are some insights into Priceline's ad spend, across all devices, for the past 30 days.

For instance, Priceline has allocated half it's ad dollars to facebook, 49%, and nearly 20% on the website intelius.com, a website that touts itself as a people-search-engine. Seems Priceline is all about advertising on websites that offer that search for human connection?

We're not sure what's influencing their marketing strategy, but knowing that nearly half is swallowed up by Facebook, we can dig a little deeper. Taking a look at the platform breakdown on Facebook, Priceline is actually targeting IOS users 76% of the time, vs. only 24% Android users.

Are iPhone users more likely to book that beach vacation? Are android users workaholics? These are questions only Priceline can answer. Until then, we here at Pathmatics plan on getting to the pool early, so if you see our towel, back off our chair!