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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
Eastern Opportunity:How online advertising can help you unlock the potential of the booming Asian travel market
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
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
And a lot of that money is going online...
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
“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
The Ones to Watch: China & India
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%
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
What the Money Is Being Spent On
Sample size: 6,736Source: MSN/Windows Live Online Travel Survey 2007 conducted by Synovate
% Share of Respondents
Travel Services bought online in the last 12 months 2006/07
China Hong Kong India Japan Malaysia
Air Tickets 30% 20% 48%48% 37% 47%
Hotels 30% 22% 21% 48%48% 32%
Event Tickets 11% 12% 10% 15% 12%
Travel Packages 15%15% 8% 15%15% 11% 12%
Travel Insurance 11% 15% 5% 12% 11%
% Share of Respondents
Sources used for planning/ researching travel 2007
China Hong Kong India Japan Malaysia
Internet 81% 76% 81% 93% 83%
Printed Travel brochures 41% 49% 65% 65% 53%
Guidebooks 53% 56% 29% 55% 41%
Newspapers 40% 33% 40% 15% 49%
Travel agents 41% 55% 40% 43% 54%
Friends/relatives/colleagues 56% 46% 40% 29% 58%
Magazines 39% 34% 40% 15% 49%
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
Online is a Strong Influencer of Offline Travel BookingsResearched online
Purchased/booked online
Purchased offline
Hotels 55% 33% 26%
Air Tickets 54% 36% 25%
Travel packages 37% 12% 18%
Sightseeing tours 36% 9% 19%
Event tickets 30% 19% 19%
Rental Car 17% 9% 13%
Other Travel related services
33% 8% 15%
European Hot Spots for Asian TravellersUK, Germany & Italy lead the way
Number of tourists arriving from China, HK, India, Japan and Malaysia in 2006
> 1,000,000
500,000 – 1,000,000
< 500,000Source: Euromonitor
Who, Where and Why?
39% Families29% Couples70% Leisure
Top: Singapore, DubaiUS & UKEurope: UK & SwitzerlandEmerging: Germany
BollywoodEmergence of low cost Carriers ‘Open Skies’ govt policy
Targets
Destinations
17% Families11% Couples42% Organised Tours
Top: Macau & Hong Kong (68%)Emerging: South AfricaEurope: Austria,
Backpackers/Independent Traveller
India
13% Families26% Leisure38% Organised Tours
Opportunities
14% Families14% Couples49% Organised Tours
20% Families32% Leisure18% Organised Tours
Top: China (70%)Emerging: Europe, Australia. North America
Business TravellersCruises and sea trips
Top: South Korea, Thailand
Leisure tourism & organised tours
Top: SingaporeEmerging: Macau, Hong Kong, Thailand
Independent Traveller; Flexible travel packages to Australia & New Zealand
MalaysiaHong KongChina Japan
Source: Euromonitor
Case Study Cathay Pacific
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
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
Case Study Tourism Malaysia
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
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.
Source: AdIndex Advertising Effectiveness Research 2007 conducted by Dynamic Logic
UnaidedAwareness
AidedBrand
AwarenessOnline
Ad AwarenessBrand
FavorabilityPurchase
Intent
Not exposed to the online campaign
Exposed to the online campaign
9%6%
96%94%
44%
34%
54%49% 52%47%44%41%
MessageAssociation
0
20
40
60
80
100
+10%+5%
+3%+5%
+3%
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 : [email protected]
Why Microsoft? We connect with your audience all day
Global reach, local knowledge, one point of contact
Multinational Sales team have offices located in Hong Kong, Japan, London, New York, Paris, Singapore
465m unique users in 42 markets and 21 languages
MSN & Windows Live Hotmail – more than 300 million active accounts worldwide
More than 294 million active Windows Live Messenger accounts worldwide
More than 111 million unique users worldwide (Source: Comscore, August 2007)
Over 2.16 billion worldwide queries each month
Some of our Travel Customers:
adCenter and travel
Edward PushmanSearch Media Strategist
Microsoft adCenter
The Search Market Place
Live.com Search
Live Maps and Virtual Earth
adCenter
Microsoft’s UK Search Opportunity
Users (UK-only)
7Million
28Million
9Million
Share of Users
Share of QueriesShare of Queries
6.6.11%%
81.81.22%%
5.5.44%%
Source: comScore MediaMetrix, Aug 2007; queries per user per month
23%
89%
29% No. 2 for share of users
Integration
CoreQuery Query RefinementRefinement
CoverageCoverage
Query IntentQuery Intent
Local,Local,MapsMaps
• Coverage4 x increase in index size
• Query intentAdvanced query analysis
• Query refinementAuto Spell / Query Suggestions
• RankNetMore intelligent algorithm
• Structured information extractionProduct reviews / related people
• Rich answersAnswers & multi media results (Coming
soon)
Autumn 2007 Core Investments
RankNetRankNet
Structured Structured Information Information
ExtractionExtraction
Rich AnswersRich Answers
High Interest High Value Verticals
CoreShoppingShopping EntertainmentEntertainment
HealthHealth
Local, MapsLocal, Maps
ShoppingShopping EntertainmentEntertainment
HealthHealth
Local, MapsLocal, Maps
Local, Maps Find local business listings quickly and easily
Sources: Microsoft Research Mapquest User Survey 82007; comScore MediaMetrix, August 2007
CoreShoppingShopping EntertainmentEntertainment
HealthHealth
Local,Local,MapsMaps
Local search begins at asearch engine
Queries have local intent
Active internet users use maps and directions
Local Local & Maps& Maps
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.
Aerial and Satellite Imagery
Bird’s Eye View
Proximity based Results
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%
Microsoft adCenter increasing your ROI
Convert more with adCenter
High quality audience
Paid Search and Travel
Future of Search
Convert more
Why Microsoft adCenter?
Our audience is more likely to convert than any other
* NNR Jan-March 2007: Conversion equals a visit to a secured section of an advertiser’s website
Percentage of click throughs that lead to conversion
MSN/LiveSearch
Con
vers
ion
%
GoogleSearch
Yahoo!Search
AOLSearch
TotalAverage
5.8%
3.0%
4.2%
3.2% 3.2%
Our audience is more likely to convert than any other
* NNR Jan-March 2007: Conversion equals a visit to a secured section of an advertiser’s website
MSN/LiveSearch
Con
vers
ion
%
GoogleSearch
Yahoo!Search
AOLSearch
TotalAverage
9.4%
6.3% 6.7%
5.6%6.6%
Travel
Percentage of click throughs that lead to conversion
High quality audience
Why Microsoft adCenter?
Our audience is more engaged on your site
*TGI Internet 2006 ** NNR Jan-March 2007
MSN/LiveSearch
Ave
rag
e t
ime
sp
en
d o
nth
e d
est
ina
tion
site
(m
ins)
GoogleSearch
Yahoo!Search
AOLSearch
TotalAverage
4.01
2.39
3.22
2.50 2.48
Level of Engagement
Our audience is more engaged on your site
*TGI Internet 2006 ** NNR Jan-March 2007
Level of Engagement
MSN/LiveSearch
Ave
rag
e t
ime
sp
en
d o
nth
e d
est
ina
tion
site
(m
ins)
GoogleSearch
Yahoo!Search
AOLSearch
TotalAverage
4.11
3.394.04
3.063.46
Travel
Paid Search and Travel
Spend for paid search
11% of travel companies said they spent more than £500,000 per year on PPC, and 25% said they spent over £1 million
£600
£500
£400
£300
£200
£100
0%
Spending in first half 2006 - £millions
Paid-for Online Online Interruptive Search Display Classifieds Formats
Spending
UP 57%
UP 33%UP 23%
DOWN 9%
Paid for search listings increased from £337million in 2005 to more than £531 million in 2006
Click throughs
12%
10%
8%
6%
4%
2%
0%
Average Click Through Rate
Car H
ire
Cruise
s
Ferrie
s
Flight
s
Holida
ys
Specia
list H
olida
ys
Touris
m
Trains
and
Bus
es
Trave
l Agg
rega
tors
Accom
mod
ation
Average Click Through Rate in Travel Microsoft adCenter
Actionable audience Intelligence
70
65
60
55
50
45
40
35
0
Females are More Likely to Click!
Categories
Ski Flights Car Hire Hotels Cruises Holidays Holidays Generic Brands
Sea
rch
Im
pres
sion
s
Female Male
Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Impact of Events
Unique intelligent targeting
Why Microsoft adCenter?
Using our unique demographic targeting, adCenter can deliver your adto the right customer at the right time
Compared to other search enginesadCenter achieved:•Click-to-sale ratio 35% higher
Eurostar Case Study
•Cost-to-sale rate 16% lower•Click-through-rate nearly fivetimes higher• The only search engine to achieve an increase in conversion rate from the previous month
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
Thank you