Presentation on theme: "HKU SPACE & University of Surrey Open Day: Tourism Forum Presented by Kevin Huang CEO Pixel Media March 20, 2010."— Presentation transcript:
HKU SPACE & University of Surrey Open Day: Tourism Forum Presented by Kevin Huang CEO Pixel Media March 20, 2010
Agenda Internet in China Travel habits online Show Case and Case Study of Tourism Clients using Online About Pixel Media
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 USs 231m internet users.
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 Chinas internet users are over 25 year olds with high disposable income and practically grew up with the internet. Internet in China
Demographics of Chinas 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
Can you still choose to ignore the internet based on those numbers? And so how does the internet fit into a consumers travel purchase pattern?
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 (%) Average no. of weeks in advance: 4.0 weeks2.7 weeks
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 NewspapersTVRadio 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% Home is the primary location for planning travel online but a significant proportion do so at work Plan/Research for travel on the internet at home: 86% (84%)* at work: 46% (58%)*
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 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 Air tickets & hotels – Most researched items online Travel services researched for online in past 12 months (%)
Page 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 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 (%)
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 (%)
Advertising is a useful source of travel ideas The internet gives me greater depth of information on travel products/ services Doing travel reservations via the internet makes my life easier The internet is the best way to compare value Using the internet to purchase is the best way to save money I feel safe making travel bookings/ reservations online Page 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% 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 Travelers share their travel experience online, mainly by sharing photos Methods used to share travel experiences after the holiday trip (%)
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 !
Ran with a 22 second TVC online Data from eyeblaster Reports MetricsResults Campaign period5 weeks Total Impressions Ran> 12 million Unique Users Reached2.67 million Average TVC Shown Per Unique User 4.52 CTR%1.57% Total Clicks / Interest drive to clients website >185,000 Total Interactions / Rate> 35 million / 296% TVC length22 seconds Average Duration of TVC Played (actual) 14.39 seconds (65%) % of Actual Video Viewed * Interaction defined as actions such as play, replay, mute, pause, close
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
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
Our Businesses 1) Sales House (Site Representation) Major brands include: MSN, Sina, Sohu, QQ, HKTDC Over 50 websites under Exclusive Representation 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* 3) Ad Tech Serving ads to our websites and delivering targeting and ROI to advertisers * Comscore media metrix Jan 2010 Ad Network ranking measured by reach
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.
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
Thank You I can be reached at firstname.lastname@example.org +852 2851 2490 email@example.com