bets on video to get advertisers spending

Travel-booking site, like many publishers, has the video bug.

The booking site has started a video studio, headed up by ex-eBay exec Alessandra Di Lorenzo, Lastminute’s newly created chief commercial officer for advertising and partnerships. It’s the newest part of the company’s 40-strong media business unit, which opened last month. The aim is to offer brands and agencies branded travel content made by its network of freelance content producers in different countries around the globe. It’s aiming for a two-week turnaround for each piece of content.

While the pitching process is ongoing, the site has created some of its own content to whet the appetite of potential clients. There are over 20 formats so far, including drone shoots, travel hacks and time-lapses. In an increasingly crowded branded-content market, Di Lorenzo says Lastminute has something advertisers want: cash-rich travelers in the hallowed 18-35 age bracket.

“What we offer is not only the ability to create content but the right and relevant content,” she said. “It’s driven by audience insight.”

The other sell is its ability to run integrated campaigns, making the content itself but also seeding it on its ad slots, newsletters and social feeds. makes most of its money through bookings on the site. Revenue from ad services (which accounted for 6 percent of its total revenue in 2015) is an even split among display, affiliate marketing and search and keywords. Di Lorenzo is keen to stress that the push into video isn’t a signal the site would be moving away from display ads.

“It’s about adding something new. There’s always a place for display media. People need places to do high-impact branding, and display will do that,” she said.

Swiss travel company Bravofly Rumbo Group acquired in 2014 for £76 million ($120 million). Since then, the company has been on a mission to reinvigorate the brand and diversify its advertising revenue. In 2015, CEO Fabio Cannavale outlined the group’s move into branded-video content, which would cut its marketing costs 7 percent by 2017. The site claims to attract 35 million visitors per month.

More in Marketing

Why the New York Times is forging connections with gamers as it diversifies its audience

The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.

Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace

Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.

As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators

The NBA’s star athletes are its greatest marketing asset.