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How did a vacation rental startup convince people to open up their homes to the masses?
By targeting potential travelers with pretty pictures of other people's home.
According to a Google case study released today, a photo- and video-heavy Airbnb display ad campaign more than doubled bookings in less than nine months and increased listings more than eightfold over the same time period.
“The fact that they have these great beautiful pictures for so many of their accommodations was something that they wanted to highlight in their ads as a real selling point,” said Dan Taylor, head of sales for the Google Display Network.