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HKU SPACE University of Surrey Open Day: Tourism Forum

Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate ... Travel services plan to purchase/plan to purchase more on the ...

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HKU SPACE University of Surrey Open Day: Tourism Forum

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    Slide 1:HKU SPACE & University of Surrey Open Day: Tourism Forum

    Presented by Kevin Huang CEO Pixel Media March 20, 2010

    Slide 2:Agenda

    Internet in China Travel habits online Show Case and Case Study of Tourism Clients using Online About Pixel Media

    Slide 3:Internet in China

    Source: CNNIC, 2010 Jan 384 million internet users in China as of 2009 and still growing strong . Forecasted to reach 840m (62% penetration by 2013) vs US’s 231m internet users.

    Slide 4:Internet in China

    Source: CNNIC, 2010 Jan Time spent online per week grew from 16.6 hours/week to over 18 hours / week

    2/3 of China’s internet users are over 25 year olds with high disposable income and practically grew up with the internet. Internet in China Demographics of China’s internet users reflected in the kinds of activities users engage in online Users spend more time online… Synovate Young Asian Study Over 4.8 hours spent online EACH DAY

    Slide 8:“ Can you still choose to ignore the internet based on those numbers? And so how does the internet fit into a consumer’s travel purchase pattern?

    Slide 9:Leisure travelers plan their trips 3-4 weeks in advance

    Base: China - Those who have traveled for leisure (Sample size: 518) Q. For your personal/leisure trips, how far in advance do you usually…? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate No. of weeks in advance to start travel plans & make reservations (%)

    Page 10 | Base: China - Those who have traveled for business or leisure (Sample size: 564) Q. Which of the following sources do you use for your planning or researching for travel, either for business or leisure purpose? And which do you think is the most important? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate % Internet Guide books Friends/ Relatives/ Colleagues Travel agents Email offers/ programs Travel brochures Magazines Newspapers TV Radio

    Slide 10:The internet - The most indispensable source for travelers

    Followed by word of mouth, guide books and travel brochures TV & magazines are further down the list

    Page 11 | Base: China - Those who use internet for travel plan/research (Sample size: 457) *Among those who are working Q. When you plan or research for travel on the internet, where are you usually at? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate Both at work and at home equally 34% Other places 2% Mostly at work 12% Mostly at home 52%

    Slide 11:Home is the primary location for planning travel online but a significant proportion do so at work

    Page 12 | Base: China - Those who use internet for travel plan/research (Sample size: 457) Q. What types of websites/services do you use when you plan or research for travel, either for business or leisure purpose? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate

    Slide 12:Portals are the most used online destination for travel planning

    Portals Online travel agencies Search engines Travel community sites Travel guide websites Airline websites Tourism bureau websites Hotel websites Travel blogs Email offers/ programs Car rental websites Opaque/ discount websites Websites/Services use when plan or research for travel, for business or leisure trips (%)

    Page 13 | Base: China - All respondents (Sample size: 650) Q. In the past 12 months, which of the following services have you researched into using the internet? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate

    Slide 13:Air tickets & hotels – Most researched items online

    Travel services researched for online in past 12 months (%)

    Page 14 |

    Slide 14:Hotels & air tickets - Top 2 items purchased/reserved online

    Base: China - All respondents (Sample size: 650) Q. In the past 12 months, which of the following services have you bought over the internet? … bought offline? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate Travel services bought online vs offline in past 12 months (%)

    Page 15 | Base: China - All respondents (Sample size: 650) Q. Which of the following services do you plan to purchase on the internet more? Which of the following services do you plan to purchase on the internet? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate

    Slide 15:Air tickets & hotels – Will continue to be the most purchased items online

    Travel services plan to purchase/plan to purchase more on the internet in next 12 months (%)

    Slide 16:Online travel purchasers spent around US$900 for purchasing travel services online on last trip

    Page 16 | Base: China - Those who have bought online (Sample size: 371) Q. Which of the following ranges represent the total amount you have spent for online travel purchase/reservations on your last business or leisure trips? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate Average spent on last trip US$900 US$980 Amount spent for online travel purchases/reservations on last business or leisure trip (%)

    Page 17 |

    Slide 17:Internet users are receptive to planning travel online

    Base: China - All respondents (Sample size: 650) Q. Please tell us how much you agree or disagree with each of the following statements about holidays. Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate % Strongly/Somewhat agree Strongly/Somewhat disagree: 5% 8% 12% 12% 15% 20%

    Page 18 | Base: China - Those who have traveled for leisure (Sample size: 518) Q. After your holiday trip, how do you share your travel experience? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate

    Slide 18:Travelers share their travel experience online, mainly by sharing photos

    Methods used to share travel experiences after the holiday trip (%)

    Slide 19:A Showcase of Travel advertising tapping on Digital Advertising: AIRLINES

    Low Cost Fares by Airlines Often directs users back to their own sites for direct sales and cheap rates apply to online booking only Advantages Efficient and Cost Effective Direct Fast Sold !

    Slide 25:A Showcase of Travel advertising tapping on Digital Advertising: THEME PARKS

    Seasonal Themes at Parks Build Awareness Drive Need Enable Virtual Tour Advantages Audience Segmentation Available Reach users at Work or outside of TV Time Interactive and Engaging

    Slide 29:A Showcase of Travel advertising tapping on Digital Advertising: HOTELS

    Hotels and Resorts Branding or Tactical Drive Promotions and Offers Advantages Bigger and Engaging formats for better branding Its TV.. Just MUCH BETTER Track able and Justifiable

    Slide 33:A Showcase of Travel advertising tapping on Digital Advertising: Destinations / Tourism Boards

    Tourism Boards and Destinations Build Awareness Drive Need Enable Virtual Tour Advantages Audience Segmentation Available Reach users at Work or outside of TV Time Interactive and Engaging

    Slide 37:Case Study: a Leading Hotel in Asia

    Slide 38:Ran with a 22 second TVC online

    % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close

    Slide 39:About Pixel Media

    Slide 40:Pixel Media is a leading Asia focused online advertising sales company delivering greater ROI for advertisers and publishers with online advertising solutions. Founded in 2002, following the management buyout of DoubleClick Media Hong Kong. Current Presence in Greater China and South East Asia Six operating offices employing about 80 media and advertising professionals Revenues grew by 15 fold since its founding and achieved operating profitable each year since its founding

    Slide 41:Our Vision

    To connect advertisers to their target audience online efficiently

    Where Pixel stands in the digital ad value chain Pixel Media Group value adds with sophisticated ad targeting technology to bring better ROI to advertisers and publishers; Revenue shares earned with websites Our Business Model

    Slide 44:Our Businesses

    2) Ad Network 4 markets, 300+ websites, 15 channels ,+50% reach in all markets. #1 ad network in China, #2 in Hong Kong, and #3 in SG and MY respectively* * Comscore media metrix Jan 2010 Ad Network ranking measured by reach

    Slide 45:Pixel Media Web Publisher Partners

    Majority of Representation are exclusive in nature; For Example Microsoft Advertising: Exclusive Sales House in Hong Kong Sohu.com – Exclusive HK and South East Asian Sales House Sina.com.hk – Exclusive Global Sales Representative and more.

    Slide 46:Adsfactor Network Website Partners

    and more.

    Slide 47:Consumers are spending more and more time online today and will continue to do so Research about their travel now often done online; its just easier No? Will become increasingly comfortable with transactions and e-commerce Advertisers need to reach them at Planning Stage, not at transactional / purchase time Look beyond travel websites for advertising to reach a broader audience Measure what you cannot offline Friend, Foe or Frenemy?

    Summary

    Slide 48:Thank You I can be reached at kevin.huang@pixelmedia-asia.com +852 2851 2490

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