Cebu pacific airline international seat sale   jul - dec 2011
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Cebu pacific airline international seat sale   jul - dec 2011 Cebu pacific airline international seat sale jul - dec 2011 Presentation Transcript

  • Cebu Pacific Air – H2 2011Half Yearly – Campaigns ReviewJoey Chee | Client Services Director, SEA © 2012 MediaMind | A Division of DG | All rights reserved
  • Agenda▸ Campaign Review – H2 2011 Total Campaigns Performance ROI Transaction by Countries Ad Format Comparison Creative Evaluation User Behaviors on site User Favorite Destination – International User Favorite Destination – Domestic Special Highlights © 2011 MediaMind | A division of DG | All rights reserved
  • H2 2012 Campaigns Summary Awareness Served Impressions: 1,077,217,533 Exposure: Unique Impressions: 326,473,817 Average Frequency: 3.30 Delivered more than 1 billion impressions. Reached out to 326 million unique eye balls across Asia region in 11 countries Interest* within H2 2012. Engagement: 4.51% of the users (2.8 million the seat On average, users exposed to users) who Total Dwell: 2,808,584 Dwell Rate: 4.51% sales campaign more than 3 times within exposed to expandable banner – mouse Average Dwell Duration: 79 secs over to theperiod. for more than 79 6 months banner Unique Dwelling Users: seconds 12,196,022 Response: Garnered 1.9 millions clicks generated Desire from 0.53% (1.7 million) of the users (who Total Clicks: 1,959,673 exposed to the campaigns) responded to CTR: 0.18% the offer by clicking on the banner to the Unique Clicking Users: landing page. 1,732,855 Leads: Total of 17 millions actions were captured Action on the landing page. Total 91% of the conversions (Post Impressions) Conversions: were contributed by users who never 16,887,132 clicked on the banner. Conversion Rate: 1.74% * Data refer to only rich media © 2012 MediaMind | A division of DG | All rights reserved
  • Return of Investment (ROI) – H2 2011 H2 2011 Revenue Online Investment MediaMind Data (PHP) Returntotal of PHP 34 million across the Spent of Investment Total Media Spend $ 34,192,389.55 regions. Generated PHP 583 million in 6 month 34% increment in compare to H1 2011 25% increment in compare to H1 2011 Total Revenue $ 583,553,599.16 On average, Cebu Pacific Air invested PHP On average, Cebu Pacific Air generated ROI 1607% PHPmillion monthly 5.6 97 million monthly Total Transactions 71,402 Total Transactions: Total Profit: PHP 549 71,000 0.26 Cost Per Uniquethan million transactions Captured more Eyeball: PHP Average Value Per (‘TotalPer Unique Clicks: PHP 19.73 Costmonths period. Media Spend’) in 6 Revenue’ – ‘Total $ 8,172.79 Transactions Cost Per Action / Sales generated closed On average, Seat Transaction: PHP 478.87 Return Of Advertising Spend: 17.07 all to 6,000 transaction monthly across the regions. (Total Revenue divided by Total Media Cost’) © 2012 MediaMind | A division of DG | All rights reserved
  • Transactions by Countries H2 2011 H1 2011 6% 3% 9% 8% 0% 6% 3% 5% 9% 7% 1% 3% 5% 13% 19%29% 9% 5% 23% 9% 12% 17% BR CN ID HK JP KR MY SG TH TW VN BR CN ID HK JP KR MY SG TH TW VN Top 5 most revenue generated market (H2 2012):- Top 5 most revenue generated country (H1 2011):- 1. Singapore (29%) – approx. PHP 172 million 1. Japan (23%) – approx. PHP 136 million 2. Hong Kong (13%) – approx. PHP 76 million 2. Singapore (19%) – approx. PHP 114 million 3. Korea (12%) – approx. PHP 70 million 3. Korea (17%) – approx. PHP 105 million 4. Japan, Malaysia, Brunei (9%) - approx. PHP 50 4. China (9%) – approx. 55 million million each market 5. Taiwan (8%) – approx. PHP 45 million © 2012 MediaMind | A division of DG | All rights reserved
  • User Behaviors On Site 12,000,000 “Select” tag captured highest conversions – due to 10,000,000 user behaviors. 0.92% Users clicked back button / refresh the page in order 8,000,000 to find the itinerary that suit them – fare /schedule 6,000,000 0.52% 4,000,000 2,000,000 0.10% 0.03% 0.01% 0 1. Homepage 2. Select 3. Guest 4. Add-ons 5. Itinery• The campaigns successfully registered more than 17 million traffic to the landing page across different languages.• 5.5 million conversions (33% of total conversions) were recorded on the “Homepage”• 19% of the users (1.04 million conversions) decided to proceed to the booking by entering their details on the “Guest” page• 98% of the conversions drop off along the booking paths.• 6.83% of the users (71,402 conversions) who landed on the “Guest” page / successfully made the payment transaction @ the itinerary page. © 2012 MediaMind | A division of DG | All rights reserved
  • Users Favorite International Route Route Transactions Revenue SIN-MNL-SIN 4,292 $ 44,878,757.02 SIN-MNL 3,790 $ 26,036,399.92 MNL-SIN 2,225 $ 12,438,878.53 MNL-SIN-MNL 2,209 $ 24,717,678.70 KUL-MNL-KUL 1,566 $ 19,221,874.63 KUL-MNL 1,545 $ 10,833,299.30 TPE-MNL-TPE 1,220 $ 11,022,957.50 • As usual, Singapore Manila remained the most favorable destination – generated more thanHKG-MNL-HKG 1,139 $ 12,952,344.88 12,500 transactions – PHP $ 108 million • Other than Manila, Singapore  Clark also one of MNL-KUL 1,110 $ 7,484,990.46 the top 10 preferred destination (971 transactions SIN-CRK 971 $ 5,799,311.21 – PHP $ 5.7 million) • The other favorable destination after Singapore – Kuala Lumpur Manila – captured 4,221 transactions – PHP $ 37 million © 2012 MediaMind | A division of DG | All rights reserved
  • Users Favorite Domestics Route • 14% of total revenue contributed by domestic Route Transactions Revenue routes (20,118 transactions) MNL-MPH 1,278 $ 5,135,951.47 MNL-CEB 820 $ 2,262,149.33 MNL-CEB-MNL 738 $ 4,156,744.84 CEB-MNL 672 $ 1,843,152.54 DVO-MNL 520 $ 1,814,136.62 MNL-CGY 478 $ 1,470,413.59 MNL-DVO-MNL 414 $ 2,658,771.92 MNL-BCD 412 $ 1,012,764.83 MNL-PPS-MNL 359 $ 2,632,654.70 • ManilaCityBoracay remained as thepopular local other Davao  is of new & upcoming top favorite Cebu still one thethe most favorable local destination. MNL-CGY-MNL 352 $ 2,028,003.64 than Cebu Boracay. Manila Manila route – 1,278 Transactionstransactions (PHP $ domestic &Cebu contributed 2,230 (PHP $ 5.1 million) Davao City generated 934 transactions (PHP $ 4.4 million) 8.3 million) © 2012 MediaMind | A division of DG | All rights reserved
  • Special Highlights… Korea – 7,688 transactions Brunei – 6,191 Transactions 584 transactions generated for More than 2,700 transactions Cebu (CEB  ICN & ICN  CEB) booked Kuala Lumpur 470 transactions captured for Manila & Kota Kinabalu Boracay (MNL  MPH) from the Manila Korean placements China – 6,155 Transactions Singapore – 21,815 transactions More than 4,000 transactions are More than 2,000 transactions for booked for Philippines domestics each destination – Cebu & Clark route (DVO, MPH, CEB, ILO, CGY, etc). Top favorable route Manila  Boracay - 290 transactions Japan – 4,635 Transactions Thailand – 2,181 transactions 335 transactions captured to Davao 305 transactions booked for City depart either from Kansai Airport or Manila. BKK CRK (KIX  DVO or MNL DVO) © 2012 MediaMind | A division of DG | All rights reserved
  • Ad Format Comparison 3.92% 4.00% 3.50% 3.00% 1.58% 2.50% 2.00% 1.50% 0.19% 0.17% 1.00% 0.50% 0.00% CTR Conversion Rate Expandable Banner Standard Banner Served Dwell Average Impressions with Total ConversionAd Format Clicks CTR Dwell Rate Impressions Duration Dwell Conversions RateExpandable 2,808,584 5,204 0.19% 4.51% 79 126,562 110,222 3.92% Banner Standard 1,035,830,042 1,788,654 0.17% 0 0 0 16,400,838 1.58% Banner © 2012 MediaMind | A division of DG | All rights reserved
  • © 2012 MediaMind | A division of DG | All rights reserved
  • Agenda▸ Campaign Review – 2011 2011 Total Campaigns Review 2011 ROAS Review Transaction Vs Average per booking 2011 ROI Review 2011 Total Campaigns Review – by countries Awareness Response Rate Cebu Pacific Air Presence – SEA Cebu Pacific Air Presence – East Asia Conclusion & Moving Forward © 2011 MediaMind | A division of DG | All rights reserved
  • 2011 Total Campaigns Review Captured highest response rate across all Delivered highest Impressions – 315350,000,000 0.33% countries (CTR: 0.33%, Transaction Rate: of total 0.35% million impressions (14% 0.022%) impressions served)300,000,000 0.30% 0.25%250,000,000 0.25% 0.20%200,000,000 0.20% 0.13% 0.13% 0.14%150,000,000 0.13% 0.12% 0.15% 0.12% 0.09%100,000,000 0.08% 0.10% 0.05% 50,000,000 0.022% 0.05% 0.005% 0.007% 0.004% 0.002% 0.003% 0.004% 0.008% 0.005% 0.007% 0.006% 0.009% - 0.00% Jan Feb March April May June July August September October November December Served Impression CTR Transaction Rate ▸ In 2011, Cebu Pacific Air International Seat Sales campaigns (Jan – Dec) have delivered 2.2 billion impressions. ▸ It has been exposed to 768 million unique eyeballs across 11 countries. On average, each user exposed to ad 2.85 times. ▸ Successfully garnered 3.3 million clicks (CTR: 0.15%) ▸ Collected 36,680,683 conversions on the landing page (Conversion Rate: 1.68%) – 92% of the conversion generated from post impression conversions (2,658,539 conversions). © 2012 MediaMind | A division of DG | All rights reserved
  • 2011 ROAS Review$300,000,000.00 Generated highest revenue across all Highest media spend in August – PHP $10,000,000.00 $8.5 million – inclusivecountries – PHP $ 241 million – the ROI Facebook $9,000,000.00$250,000,000.00 placements as high as 61.08 $8,000,000.00 $7,000,000.00$200,000,000.00 $6,000,000.00$150,000,000.00 $5,000,000.00 $4,000,000.00$100,000,000.00 $3,000,000.00 $2,000,000.00 $50,000,000.00 $1,000,000.00 $- $- Jan Feb March April May June July August September October November December Revenue (PHP) Media Spend (PHP) Jan Feb Mar Apr May June July Aug Sep Oct Nov DecMedia Spend $ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500 (PHP)Revenue (PHP) $ 22,360,117 $ 38,855,039 $ 241,575,211 $ 69,948,353 $ 49,041,169 $ 44,013,637 $ 76,463,836 $ 92,749,989 $ 98,888,856 $ 110,875,752 $ 97,031,290 $ 107,543,876 ROI 5.25 12.00 61.08 12.70 8.58 7.98 16.95 9.80 17.11 20.31 18.54 17.81 © 2012 MediaMind | A division of DG | All rights reserved
  • Transactions VS Average Value Per Booking (PHP) Garnered highest number of 45000 transactions – 42,246 transactions $14,000.00 40000 Lowest average value per ticket – PHP $5,718.30 $12,000.00 35000 $10,000.00 30000 25000 $8,000.00 20000 $6,000.00 15000 $4,000.00 10000 $2,000.00 5000 0 $- Jan Feb March April May June July August September October November December Transactions Average Value Per Booking Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Transactions 2,975 5,810 42,246 9,688 6,144 3,756 9,498 13,157 13,267 13,105 10,014 12,362Average Value Per Booking $ 7,516.01 $ 6,687.61 $ 5,718.30 $ 7,220.10 $ 7,981.96 $ 11,718.22 $ 8,050.52 $ 7,049.48 $ 7,453.75 $ 8,460.57 $ 9,689.56 $ 8,699.55 (PHP) © 2012 MediaMind | A division of DG | All rights reserved
  • 2011 ROI Reviews Average CPM = PHP $0.04 per impression Average CPC = PHP $ 23.69 per click 10000000 Average CPA = PHP $ 596.13 per transaction 10000 9000000 8000000 1000 7000000 100 6000000 5000000 10 4000000 3000000 1 2000000 0.1 1000000 0 0.01 Media Cost CPM CPC CPAMonth Jan Feb March April May June July Aug Sep Oct Nov DecMedia Cost $ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500 (PHP) CPM $ 0.06 $ 0.03 $ 0.02 $ 0.02 $ 0.02 $ 0.03 $ 0.02 $ 0.05 $ 0.02 $ 0.03 $ 0.03 $ 0.04 CPC $ 43.93 $ 17.27 $ 6.17 $ 22.63 $ 30.13 $ 29.56 $ 20.96 $ 38.45 $ 18.23 $ 20.97 $ 22.86 $ 16.73 CPA $ 1,202.25 $ 514.37 $ 92.12 $ 527.09 $ 832.85 $ 1,305.11 $ 448.42 $ 652.61 $ 411.62 $ 397.02 $ 495.96 $ 462.43 © 2012 MediaMind | A division of DG | All rights reserved
  • 2011 Review by Countries © 2011 MediaMind | A division of DG | All rights reserved
  • 2011 Campaigns Review - Awareness South East Asia East Asia 17% 5% 21% 10% 12% 5% 12% 9% 15% 27% 29% Brunei Indonesia Malaysia Singapore Thailand Vietnam China Hong Kong Japan Korea Taiwan▸ Out of 2.2 billion impressions, 39% of total ▸ 1.3 billion impressions served across the impressions were served to the Southeast East Asia region (CN, HK, JP, KR, TW) Asia countries (SG, MY, BR, ID, TH & VN). ▸ 48% of total impressions delivered within▸ Malaysia delivered highest impressions (234 the East Asia region (659 million million impressions) within the SEA region. impressions) were delivered to the Japanese campaigns. © 2012 MediaMind | A division of DG | All rights reserved
  • 2011 Campaigns Review – Response Rate However, Singapore campaigns China campaigns generated highest successfully captured highest 0.80% 0.0018% transactions – 37,559 transactions on clicks, CTR: number of clicks (1.6 million 0.70% 0.74%) the itinerary page 0.0016% 0.60% 0.0014% 0.0012% 0.50% 0.0010% 0.40% 0.0008% 0.30% 0.0006% 0.20% 0.0004% 0.10% 0.0002% 0.00% 0.0000% Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam CTR Trasaction Rate Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam Clicks 150,481 1,604,403 65,221 142,075 286,026 330,860 190,307 172,104 122,509 136,362 156,673 CTR 0.08% 0.74% 0.08% 0.13% 0.04% 0.13% 0.08% 0.13% 0.12% 0.12% 0.11%Trasactions 11,014 14,771 3,232 13,685 25,485 24,978 9,929 37,559 7,033 11,764 2,403Transaction 0.0005% 0.0007% 0.0001% 0.0006% 0.0011% 0.0011% 0.0004% 0.0017% 0.0003% 0.0005% 0.0001% Rate © 2012 MediaMind | A division of DG | All rights reserved
  • Cebu Pacific Presence 2011 - SEA SINGAPORE BRUNEI MALAYSIA PHP $ 286,924,639.12 PHP$ 86,648,832.93 PHP $ 81,723,670.38 128,801,273 impressions 180,598,408 impressions 234,397,324 impressions 172,104 Clicks 150,481 Clicks 190,307 Clicks 37,559 Bookings 11,014 Bookings 9,929 Bookings INDONESIA THAILAND VIETNAM PHP $ 21,786,533.97 PHP $ 49,533,473.76 PHP $ 15,981,222.00 78,923,217 impressions 105,755,609 impressions 148,033,897 impressions 65,221 Clicks 122,509 Clicks 156,673 Clicks 3,232 Bookings 7,033 Bookings 2,403 Bookings © 2012 MediaMind | A division of DG | All rights reserved
  • Cebu Pacific Presence 2011 – East Asia JAPAN KOREA PHP $ 191,380,175.19 PHP$ 175,295,996.69 659,962,222 impressions 259,830,693 impressions 286,026 Clicks 330,860 Clicks 25,485 Bookings 24,978 Bookings TAIWAN PHP$ 78,302,854.20 116,787,837 impressions 136,362 Clicks 11,764 Bookings HONG KONG CHINA PHP $ 103,983,611.94 PHP $ 94,446,696.07 109,632,130 impressions 215,554,695 impressions 142,075 Clicks 1,604,403 Clicks 13,685 Bookings 14,771 Bookings © 2012 MediaMind | A division of DG | All rights reserved
  • Conclusions © 2012 MediaMind |Technologies DG | All rights reserved © 2011 MediaMind A division of Inc
  • Conclusions▸ In 2011, Cebu Pacific Air spent a total of PHP $59 million on digital-online display for International Seat Sales Campaigns. The online spending perpetually increased from H1 – H2 2011 by 34%.▸ It lifted up the CTR by 38% from 1.4 million clicks in H1 2011 to 1.9 million clicks in H2 2011. As well as slight improvement on transaction rate – 1%.▸ In H2 2011, revenue for Singapore campaign has been increased by 50%. While the revenue for Japan & China campaigns have been decreased by 60% & 28% respectively.▸ Singapore Manila – remain the most revenue generated revenue for Cebu Pacific Air inbound business – more than 18% of the total transactions & revenue.▸ Discover new domestics tourist attraction – Davao City – 5% of the domestics revenue after Boracay & Cebu.▸ Interesting highlights on Brunei & China campaigns – more than 40% of the transactions booked are not departed from the country of origin (Brunei / China)▸ Proven expandable banner performed better compare to standard banner – Expandable banner lifted up the CTR by 7% and conversion rate by 148%.▸ Relationship between total transaction & average value per transaction – the value of ticket is low during the peak month (March) & vice versa low month (June) © 2012 MediaMind | A division of DG | All rights reserved
  • Moving Forward▸ Geo-Targeting - (based on an end-users IP address) allows for targeting users in different geographical locations with different sets of ads. Geo targeting in MediaMind can be set up for each users geographic location, whether by country, state/region, city.Geo targeting can be used, for example, to serve ads for Singapore-based flights to Singapore-based users, and ads for Kota Kinabalu-based flights for users in Kota Kinabalu. This process can then be recreated for every target audience an advertiser wants to create.▸ Smart Trading – Ad exchanges offer advertisers great opportunities for cost- effectively engaging a specific audience. Smart Trading is a managed trading service for buying media across ad exchanges.MediaMind trading specialists manage your buy strategy, setup and optimization, guiding you step-by-step to get the most from your budget. With powerful automation features, full integration with the MediaMind platform, and our professional trading team behind you, you can oversee exchange buys and your entire digital campaign from one place, with full price transparency and visible ROI. © 2012 MediaMind | A division of DG | All rights reserved
  • Creative Improvement▸ Rich Media Works! - Rich Media Doubles Effectiveness especially for 1. To promote new routes and service classes. 2. To position the airlines such that passengers will be willing 3. To elevate awareness of the airline and perhaps keep it top of mind when passengers are planning their next journey. 4. To highlight tourism attraction s in the Philippines▸ Integrate with the airline’s yield management systems, matching location, price, and inventory - Display advertising is a flexible tool to generate instant demand for yield management. It is easy to align ads and messaging with empty flights, even at the last minute because occupying an empty seat in a flight that is about to take off contributes directly to the bottom line. With this in mind, online display advertising can bring ROI to new heights. © 2012 MediaMind | A division of DG | All rights reserved
  • 2012 Proposal▸ Annual Commitment – USD $ 100,000 Rate Card Cost Cebu Pacific Air -No Description Unit Price Value (USD) (USD) Special Rate1 Ad Serving value (Standard) 10% $ 50,000.00 4% $ 55,000.002 Ad Serving value (Rich Media / Video) 30% $ 50,000.00 15%3 Retargeting $ 1,000.00 $ 10,000.00 Waived n/a4 Geo-targeting $ 1,000.00 $ 10,000.00 Waived n/a Monthly Report in Excel Format5 $ 2,000.00 $ 24,000.00 Waived n/a (Template) Half Yearly Review in PowerPoint6 $ 5,000.00 $ 10,000.00 Waived n/a Format Creative Production – Smart Versioning7 $ 5,000.00 $ 60,000.00 2,500 $ 30,000.00 Templates Creative Production – Expandable8 $ 5,000.00 $ 25,000.00 Waived n/a Banner / Rich Banner – (300kb)9 Smart Trading $15,000.00 $ 15,000.00 15,000 $ 15,000.00 TOTAL $ 254,000.00 $ 100,000.00 62% Savings $ 154,000.00 © 2012 MediaMind | A division of DG | All rights reserved
  • Thank you! © 2011 MediaMind | A division of DG | All rights reserved