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Agenda:

Agenda:. 1 Jon Baron Head of Multinational Sales Using online to tap into the booming Asian travel market. 2 Ed Pushman Search Media Strategist The Search Travel market & adCenter.

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Agenda:

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  1. Agenda: 1 Jon Baron Head of Multinational Sales Using online to tap into the booming Asian travel market 2 Ed Pushman Search Media Strategist The Search Travel market & adCenter

  2. Eastern Opportunity:How online advertising can help you unlock the potential of the booming Asian travel market

  3. Why Asia? – Tapping into the Consumer Potential • With about 61% of the world’s population living in the region in 2007, Asia-Pacific is a huge consumer market • China and India account for 37% of the world’s population Source: US Census Bureau, International Data Base, July 16 2007. Emarketer calculations, August 2007

  4. Asian Travellers Are Big Spenders • Singapore currently biggest spenders on travel (6th of personal disposable income) • China, India and Indonesia will be among the world’s fastest-growing countries in travel • and tourism • Growth in Chinese spend on travel & tourism expected to be 4 times US growth Source: www.Emarketer.com

  5. And a lot of that money is going online... “In 2007, $17.7 billion worth of leisure or unmanaged business travel will be booked online in the Asia-Pacific region - up 28.3% from 2006. Strong future growth will ensure that the market about doubles to $35.5 billion by 2010 and approaches $42 billion in 2011.” Jeffrey Grau, Senior Analyst, eMarketer • 73% of affluent Asians are online (pax) and spend more time online than any other medium (Asiabus) • 1 in 5 of all travel sales in Asia-Pac will be online next year

  6. The Ones to Watch: China & India Market share of online leisure/unmanaged business travel bookings for India and China – 2006 & 2011 (% of Asia-Pacific* total) Note: includes all online travel bookings whether paid for online or offline * Australia, China, India, Japan, New Zealand, South Korea; Source: eMarketer Sept 2007 • China and India are two of the region’s largest and fastest growing • online travel markets • Last year they combined to capture just over 15% of the total online • travel market share • By 2011 their share will triple to 46.3%

  7. What the Money Is Being Spent On Sample size: 6,736 Source: MSN/Windows Live Online Travel Survey 2007 conducted by Synovate

  8. Online Is Not Only A Place To Spend But A Place To Plan, Share and Discuss Travel Purchases Base: Those who have traveled for business or leisure (Sample size: 5,871) Source: MSN/Windows Live Online Travel Survey 2007 conducted by Synovate

  9. Online is a Strong Influencer of Offline Travel Bookings

  10. > 1,000,000 500,000 – 1,000,000 < 500,000 European Hot Spots for Asian TravellersUK, Germany & Italy lead the way Number of tourists arriving from China, HK, India, Japan and Malaysia in 2006 Source: Euromonitor

  11. Who, Where and Why? Japan Malaysia Hong Kong China India 20% Families 32% Leisure 18% Organised Tours 13% Families 26% Leisure 38% Organised Tours 17% Families 11% Couples 42% Organised Tours 14% Families 14% Couples 49% Organised Tours 39% Families 29% Couples 70% Leisure Targets Top: Singapore Emerging: Macau, Hong Kong, Thailand Top: China (70%) Emerging: Europe, Australia. North America Top: South Korea, Thailand Top: Macau & Hong Kong (68%) Emerging: South Africa Europe: Austria, Top: Singapore, Dubai US & UK Europe: UK & Switzerland Emerging: Germany Destinations Independent Traveller; Flexible travel packages to Australia & New Zealand Leisure tourism & organised tours Business Travellers Cruises and sea trips Bollywood Emergence of low cost Carriers ‘Open Skies’ govt policy Backpackers/ Independent Traveller Opportunities Source: Euromonitor

  12. Case Study Cathay Pacific

  13. The Campaign: • ‘Born to move’ campaign • Aim: to increase brand awareness among frequent travellers within Asia • Improve its position as most admired airline • Ascertain reach and efficacy of online branding for its target audience

  14. Campaign results: • The survey results on MSN exceeded expectations: • Brand message association increased by 35% • Unaided brand awareness increased by 26.9% • The campaign was effective in establishing the perception of Cathay Pacific as an airline with the widest network. • Boosted purchase intent by 14.9% “There is no doubt in our mind that MSN is a great communications partner for the airline industry. We derived great value for our investment and the survey results exceeded our expectations.” Celine Ho Manager, Marketing Communications, Cathay Pacific Airways

  15. Case Study Tourism Malaysia

  16. Tourism Malaysia : Online Global Branding Campaign • Campaign objectives: • Increase brand visibility globally by showcasing Malaysia’s uniqueness • Create hype around Malaysia’s 50th Golden Celebration in conjunction with Visit Malaysia Year (VMY) • Encourage potential tourists to visit Malaysia • Target audience: • Potential travellers globally aged 21+ • Covered a total of 13 countries (Asia, Europe and North America) • Online tools used: • MSN / Windows Live Platform which includes: • MSN Homepage • Windows Live Hotmail • Windows Live Messenger • Windows Live Agent

  17. 100 80 60 40 20 0 Snapshot of Campaign Impact on target audience : Singapore & Australians • 91% Of Australians & 69% of Singaporeans exposed to the campaign were main/ joint decision makers for family travel (the campaign reached the desired audience) • Positive uplifts were seen by all key brand metrics indicating the online campaign initiated positive influence and achieved the set objectives. 94% 96% +5% +5% +3% +10% 54% 49% 52% 47% 44% 44% 41% 34% +3% 6% 9% Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent Unaided Awareness Not exposed to the online campaign Exposed to the online campaign Source: AdIndex Advertising Effectiveness Research 2007 conducted by Dynamic Logic

  18. Ongoing Online Engagement With Siti • Promotion of Malaysia continues with a Travel World First launched on 1st November 2007 • ‘Siti’ – new digital brand ambassador to promote national tourism via Windows Live Messenger • Taking Tourism Malaysia to the next level of interactivity via innovative technology • Potential to reach more than 285m instant messenger users across multiple markets worldwide • Add Siti to your Windows Live Messenger buddy list today : sitimalaysia@hotmail.com

  19. Why Microsoft? We connect with your audience all day

  20. Global reach, local knowledge, one point of contact Multinational Sales team have offices located in Hong Kong, Japan, London, New York, Paris, Singapore

  21. Some of our Travel Customers:

  22. adCenter and travel Edward Pushman Search Media Strategist

  23. Microsoft adCenter The Search Market Place Live.com Search Live Maps and Virtual Earth adCenter

  24. Microsoft’s UK Search Opportunity Share of Queries Share of Users Users (UK-only) 5.4% 29% No. 2 for share of users 9 Million 6.1% 23% 7Million 81.2% 89% 28 Million Source: comScore MediaMetrix, Aug 2007; queries per user per month

  25. Integration

  26. Rich Answers RankNet Structured Information Extraction Autumn 2007 Core Investments • Coverage • 4 x increase in index size • Query intent • Advanced query analysis • Query refinement • Auto Spell / Query Suggestions • RankNet • More intelligent algorithm • Structured information extraction • Product reviews / related people • Rich answers • Answers & multi media results (Coming soon) Local, Maps Coverage Core Query Refinement Query Intent

  27. Local, Maps Local, Maps Shopping Shopping Entertainment Entertainment Health Health High Interest High Value Verticals Core

  28. Local, Maps Find local business listings quickly and easily Queries have local intent Local, Maps Local search begins at a search engine Active internet users use maps and directions Shopping Entertainment Core Health Sources: Microsoft Research Mapquest User Survey 82007; comScore MediaMetrix, August 2007

  29. Local & Maps

  30. Aerial and Satellite Imagery Proximity based Results Bird’s Eye View The VE platform provides customers, partners, and developers with a set of integrated services for programming and building intelligent Web applications for location-based information. JLScoot: BE boosted online visits to highest levels ever & increased return visits by 47%. Number of unique visits per month increased by 11% Number of new visitors per month increased by 15%

  31. Microsoft adCenter increasing your ROI Convert more with adCenter High quality audience Paid Search and Travel Future of Search

  32. Why Microsoft adCenter? Convert more

  33. Our audience is more likely to convert than any other 5.8% 4.2% 3.0% 3.2% 3.2% Conversion % MSN/Live Search Google Search Yahoo! Search AOL Search Total Average Percentage of click throughs that lead to conversion * NNR Jan-March 2007: Conversion equals a visit to a secured section of an advertiser’s website

  34. Our audience is more likely to convert than any other Travel 9.4% 6.7% 6.3% 6.6% 5.6% Conversion % MSN/Live Search Google Search Yahoo! Search AOL Search Total Average Percentage of click throughs that lead to conversion * NNR Jan-March 2007: Conversion equals a visit to a secured section of an advertiser’s website

  35. Why Microsoft adCenter? High quality audience

  36. Our audience is more engaged on your site Higher spend The average Windows Live customer spent £2000 or more online in the past six months* 4.01 3.22 2.50 2.39 2.48 Average time spend on the destination site (mins) MSN/Live Search Google Search Yahoo! Search AOL Search Total Average Level of Engagement *TGI Internet 2006 ** NNR Jan-March 2007

  37. Our audience is more engaged on your site Travel 4.11 4.04 3.46 3.39 3.06 Average time spend on the destination site (mins) MSN/Live Search Google Search Yahoo! Search AOL Search Total Average Level of Engagement *TGI Internet 2006 ** NNR Jan-March 2007

  38. Paid Search and Travel

  39. Spend for paid search Paid for search listings increased from £337million in 2005 to more than £531 million in 2006 11% of travel companies said they spent more than £500,000 per year on PPC, and 25% said they spent over £1 million Spending in first half 2006 - £millions UP 57% £600 £500 £400 £300 £200 £100 0% Spending UP 33% UP 23% DOWN 9% Paid-for Online Online Interruptive Search Display Classifieds Formats

  40. Click throughs Average Click Through Rate in Travel Microsoft adCenter 12% 10% 8% 6% 4% 2% 0% Average Click Through Rate Flights Car Hire Cruises Ferries Holidays Tourism Accommodation Trains and Buses Specialist Holidays Travel Aggregators

  41. Actionable audience Intelligence Females are More Likely to Click! 70 65 60 55 50 45 40 35 0 Search Impressions Female Male Ski Flights Car Hire Hotels Cruises Holidays Holidays Generic Brands Categories

  42. Impact of Events Monaco Grand Prix Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

  43. Why Microsoft adCenter? Unique intelligent targeting

  44. Using our unique demographic targeting, adCenter can deliver your adto the right customer at the right time

  45. Eurostar Case Study Compared to other search engines adCenter achieved: • Click-to-sale ratio 35% higher • Cost-to-sale rate 16% lower • Click-through-rate nearly five • times higher • The only search engine to achieve an increase in conversion rate from the previous month

  46. Key Takeaways • Your audience is online and growing • Spend on travel is on the rise • Internet is key tool in research, planning & purchase of travel • Be relevant, creative and engaging and the opportunity is yours • The web can connect your brand with consumers the other side of the world and in multiple markets simultaneously • Display plus search delivers measureable results

  47. Thank you

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