Priceline CEO Darren Huston, who presides over one of the biggest spenders on online advertising, says Twitter and Facebook ads aren’t effective for the travel site.
“For Facebook and Twitter, we have endless amounts of money,” Huston told Bloomberg today. “But we haven’t found anything there.”
Priceline’s online marketing costs were $1.8 billion last year, according to Bloomberg, and the great majority of its advertising dollars are spent on Google ads. Those keyword targeted ads are more effective in drawing reservation-making customers. Facebook and Twitter’s ad products haven’t generated significant bookings for Priceline, Huston said.