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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.

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Presentation on theme: "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."— Presentation transcript:

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2 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

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

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

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

6 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 Strong future growth will ensure that the market about doubles to $35.5 billion by 2010 and approaches $42 billion in Jeffrey Grau, Senior Analyst, eMarketer

7 No. of hours & time share on each medium per week Magazines 3.7 Hrs – 7 % Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Universe (Sample): Top/Mid Management – 16,519,992 (1,473) Source: Synovate AsiaBUS Survey June/July 2007 Internet 20.8 Hrs - 37% TV 15.2 Hrs - 27% Newspapers 5.9 Hrs – 10% The Internet surpasses TV in time spent Top/Middle management Radio 10.6 Hrs – 19%

8 The Ones to Watch: China & India China and India are two of the regions 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

9 What the Money Is Being Spent On Sample size: 6,736 Source: MSN/Windows Live Online Travel Survey 2007 conducted by Synovate % Share of Respondents Travel Services bought online in the last 12 months 2006/07 ChinaHong Kong IndiaJapanMalaysia Air Tickets30%20%48%37%47% Hotels30%22%21%48%32% Event Tickets11%12%10%15%12% Travel Packages15%8%15%11%12% Travel Insurance11%15%5%12%11%

10 % Share of Respondents Sources used for planning/ researching travel 2007 China Hong Kong India JapanMalaysia Internet 81%76%81%93%83% Printed Travel brochures 41%49%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

11 Online is a Strong Influencer of Offline Travel Bookings Researched 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% Rental Car 17%9%13% Other Travel related services 33%8%15%

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

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

14 Case Study Cathay Pacific

15 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

16 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

17 Case Study Tourism Malaysia

18 Tourism Malaysia : Online Global Branding Campaign Campaign objectives: –Increase brand visibility globally by showcasing Malaysias uniqueness –Create hype around Malaysias 50 th 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

19 Snapshot of Campaign Impact on target audience : Singapore & Australian s 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 Unaided Awareness Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent Not exposed to the online campaign Exposed to the online campaign 9%6% 96% 94% 44% 34% 54% 49% 52% 47% 44% 41% Message Association % +5% +3% +5% +3%

20 Ongoing Online Engagement With Siti Promotion of Malaysia continues with a Travel World First launched on 1 st 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 :

21 Why Microsoft? We connect with your audience all day

22 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

23 Some of our Travel Customers:

24 adCenter and travel Edward Pushman Search Media Strategist

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

26 Microsofts UK Search Opportunity Users (UK-only) 7 Million 28 Million 9 Million Share of Users Share of Queries 6. 1 % % 5. 4 % Source: comScore MediaMetrix, Aug 2007; queries per user per month 23 % 89 % 29 % No. 2 for share of users

27 Integration

28 Core QueryRefinement Coverage Query Intent Local,Maps 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) Autumn 2007 Core Investments RankNet StructuredInformationExtraction Rich Answers

29 High Interest High Value Verticals Core Shopping Entertainment Health Local, Maps ShoppingEntertainment Health

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

31 Local & Maps

32 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%

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

36 Convert more Why Microsoft adCenter?

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

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

39 High quality audience Why Microsoft adCenter?

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

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

42 Paid Search and Travel

43 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 £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

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

45 Actionable audience Intelligence Females are More Likely to Click! Categories Ski Flights Car Hire Hotels Cruises Holidays Holidays Generic Brands Search Impressions FemaleMale

46 Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Impact of Events

47 Unique intelligent targeting Why Microsoft adCenter?

48 Using our unique demographic targeting, adCenter can deliver your ad to the right customer at the right time

49 Compared to other search engines adCenter achieved: Click-to-sale ratio 35% higher Eurostar Case Study 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

50 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

51 Thank you


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