Fogel is spending money to change the awareness gap. Online travel aggregators, or OTAs, as Booking and its peers are known, are among the biggest digital advertisers. The vast majority of Booking’s ad spending goes to highly targeted search and banner ads, but last year the company upped spending on awareness-raising TV ads for Booking. It also created a marketing program called the “Book It List” to promote its most unusual listings, like a treehouse, a lighthouse, and a South Carolina shrimp boat. To drive attention to the listings, the company offered contests and pricey stays in rare, exclusive accommodations, like the farm featured in the movie Field of Dreams.Erin Griffith (Wired)