Outcome & Impact

Participants overwhelmingly preferred concepts they found  easy-to-read and appreciated clear visual separation. The version rated the most helpful overall provided comprehensive information without being visually overwhelming.

• The key driver for users interacting with an ad unit was its relevancy to their specific travel search needs (e.g., matching travel dates, budget, or occupancy). The concepts helped participants achieve critical goals, such as "Find relevant options" and "Discover new options". 

• The primary recommendation was to prioritize the preferred ad design coming out of the testing while simultaneously investigating ways to facilitate user customization of information that feeds into ad results to ensure greater relevancy, thereby increasing the perceived value of the ad units.