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Web Companies Embrace TV Ads

Google Inc.,  AOL Inc. and Yahoo Inc. are doing their best to lure advertisers away from television in favor of their outlets. But television's appeal is tough to resist—even for many website owners.

TripAdvisor Inc. recently kicked off a $30 million TV advertising campaign, the company's first. For 13 years, the travel website has relied largely on digital ads such as sponsored search results and, more recently, social media. While that has helped build a "decent level" of name recognition, the company says, it now wants to go further.

To do so, it believes it needs television.

"Nothing has that broad reach or the ability to build a brand faster" than TV advertising, said Anne Bologna, vice president of brand strategy for TripAdvisor. Ms. Bologna said TV was still the best vehicle for engaging an audience and telling a story...