More Related Content Similar to Q1 Thai AirAsia Campaigns Performance Review Similar to Q1 Thai AirAsia Campaigns Performance Review (20) 1. Q1 Campaigns Performance Review
Joey Chee | Client Services Director, SEA
May 2012
© 2010 MediaMind Technologies Inc. | All rights reserved
2. Agenda
▸ Total Campaigns Summary
▸ Total ROI Summary
▸ Campaigns Performance Overview
▸ ROAS Reviews
▸ No. Of Pax vs Average Cost Per Pax (MYR)
▸ User Behaviour on site
▸ User Favourite Route – International & Domestic
▸ Conclusions
▸ Moving Forward…
© 2010 MediaMind Technologies Inc. | All rights reserved
3. Q1 2012 Campaigns Summary
Awareness
Served Impressions: 46,307,903
Exposure:
Unique Impressions: 17,452,626
Average Frequency: 2.65 Delivered more than 46 billion
impressions.
Reached out to 17 million unique eye
balls across Asia region.
Desire Response: users exposed to the
On average,
Total Clicks: 116,689 campaigns not more than 3 times
CTR: 0.25%
Garnered 116 thousand clicks from 1%
Unique Clicking Users: (110 thousand) of the users who exposed
110,243 to the campaigns responded to the offer
by clicking on the banner to the landing
Leads:
page.
Total of 7 million actions were captured
on the landing page.
Action 97% of the conversions (Post Impressions)
Total Conversions: were contributed by users who never
7,385,869
clicked on the banner.
Conversion Rate:
16.11%
© 2012 MediaMind | A division of DG | All rights reserved
4. Return of Investment (ROI) – Q1 2012
H2 2011 Revenue
MediaMind Data
(MYR) Online Investment
Total Media Spend $ 371,273.55 Spent total of MYR 371 thousand
Return of Investment
Total Revenue $ 21,680,273.04 Generated MYR 21.6 million in 3-month
Cost Per Unique Eyeball:generated MYR
On average, Thai AirAsia MYR 0.20
ROI 5739% Cost Per Unique Clicks: MYR 3.33
7.2 million monthly
Total Transactions:
Total Transactions 48,667 Cost Per Action /than 48 Thousand 7.50
Captured more Transaction: MYR
Average Value Per transactions in Q1 2012
Total Profit: MYR 21.3 million
$ 250.92 On average, the campaigns generated
(‘Total Revenue’ – ‘Total Media Spend’)
Transactions
more than 16,000 transaction monthly
Return all the regions. Spend: 57.39
across Of Advertising
('Total Revenue' divided by 'Total Media Cost’)
© 2012 MediaMind | A division of DG | All rights reserved
5. Top 10 Campaigns Review
10,000,000 0.80%
9,000,000
Captured highest CTR across all
campaigns (CTR: 0.70%) – but it didn’t 0.70%
8,000,000
lead to highest Booking Rate (0.24%) 0.60%
7,000,000
6,000,000 0.50%
5,000,000 0.40%
4,000,000
Delivered highest Impressions – 9.4
million impressions (20% of total 0.30%
3,000,000
impressions served) 0.20%
2,000,000
1,000,000 0.10%
0 0.00%
20120215_ 20120315_ 20120227_
20120104_ 20120209_ 20120117_ 20120220_ 20120123_ 20120104_ 20120227_
TAA_ AAX_Extra SydneyLau
TAA_BIGBA TAA_ TAA_SYD_ TAA_ TAA_BKKSI TAA_BKKC TAA_
BKKCKG_v Frequencie nchPhase2
NG BKKCKG promo 2togo N5x_v2 MB BKKTST 2x
2 s _AAX_TAA
Served Impressions 9,486,214 4,612,626 3,499,534 3,178,045 2,147,985 2,127,456 1,330,609 1,766,264 1,855,468 1,205,923
CTR 0.10% 0.26% 0.60% 0.13% 0.25% 0.63% 0.31% 0.20% 0.70% 0.29%
Booking Rate 0.17% 0.25% 0.24% 0.35% 0.28% 0.20% 0.38% 0.26% 0.20% 0.19%
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
6. Bottom 10 Campaigns Review
3,000,000 0.60%
2,500,000 Delivered high impressions (2.7 million) 0.50%
Contributed high booking rate (0.49%)
– contributed 135 transactions during
due low amount of impressions served
2,000,000 campaign period. 0.40%
1,500,000 0.30%
1,000,000 0.20%
500,000 0.10%
0 0.00%
20120110_
20120221_ 20120227_ 20120209_ 20120203_ 20120104_ 20120322_ 20120221_ 20120328_ 20120227_
10HottestS
TAA_CMBB TAA_MAAB TAA_BKKM TAA_CMBB TAA_CMBB TAA_CNXM TAA_BKKC TAA_BigSal TAA_BKKC
hoppingSp
KKv2 KK phase2 AA KK_phase2 KK FM MBv2 e_is_back KG phase2
ot_TH_AA
Served Impressions 783,454 2,771,835 1,151,135 2,151,604 1,302,850 1,445,432 625,510 242,464 817,817 883,409
CTR 0.28% 0.15% 0.13% 0.27% 0.30% 0.06% 0.07% 0.27% 0.28% 0.12%
Booking Rate 0.01% 0.00% 0.02% 0.01% 0.04% 0.05% 0.20% 0.49% 0.18% 0.16%
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
7. Top 10 ROAS Review
Generated highest revenue – MYR $ 3.5
million – the ROI as high as 308.78!! spend in MYR $ 32,780
Highest media
Top 3 destination – (10% of the total media spent in Q1)
RM4,000,000 BKKSIN, HDYBKK, BKKHDY RM35,000.00
RM3,500,000 RM30,000.00
RM3,000,000 RM25,000.00
RM2,500,000 RM20,000.00
RM2,000,000
RM1,500,000 RM15,000.00
RM1,000,000 RM10,000.00
RM500,000 RM5,000.00
RM- RM-
Media Cost Revenue
Media Spend
$ 11,585.50 $19,883 $ 32,780.90 $ 11,585.50 $ 19,074 $ 16,990 $ 11,585.50 $ 25,364 $ 12,947 $ 4,411
(MYR)
Revenue (MYR) $ 3,588,900.82 $ 3,040,382.52 $ 2,714,233.02 $2,139,603.95 $ 1,499,788.29 $ 1,179,950.46 $ 1,129,631.21 $ 1,110,945.77 $ 979,477.57 $ 62,7816.92
ROI 308.78 151.91 81.08 183.68 77.63 68.45 96.50 42.80 74.65 141.33
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
8. Bottom 10 ROAS Review
One of the highest spent (10% of total
Q1 Media Spent)
RM450,000 RM35,000.00
RM400,000
Contributed 0.2% of total revenue
RM30,000.00
RM350,000
RM300,000 RM25,000.00
RM250,000 RM20,000.00
RM200,000 RM15,000.00
RM150,000 RM10,000.00
RM100,000
RM50,000 RM5,000.00
RM- RM-
Media Cost Revenue
Media Cost
$ 32,032 $ 16,941 $ 13,959 $ 14,611 $ 14,611 $ 11,585.50 $ 11,585.50 $ 1,085 $ 11,585.5 $ 8022
(MYR)
Revenue (MYR) $ 40,544.87 $ 48,995.27 $ 98,345.42 $ 122,557.33 $ 237,233.73 $ 245,861.13 $ 280,332.1 $ 321,058.23 $ 356,113.83 $ 392,886.6
ROI 0.27 1.89 6.05 7.39 15.24 20.22 23.20 294.91 29.74 47.98
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
9. No. Of Pax VS Average Cost Per Pax (MYR)
18,000 Attracted most number of travelers – RM350.00
16,000 16,329 transactions RM300.00
14,000
12,000
Lowest average value per ticket – MYR RM250.00
10,000 219.79 RM200.00
8,000 RM150.00
6,000
RM100.00
4,000
2,000 RM50.00
- RM-
No. Pax Average Cost Per Pax
No. Pax 16,329 11,377 8,229 11,053 6,015 4,270 5,104 4,551 3,743 2,274
Average Cost Per
$ 219.79 $ 267.24 $ 329.84 $ 193.58 $ 249.34 $ 276.34 $ 221.32 $ 244.11 $ 261.68 $ 276.08
Pax (MYR)
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
10. Q1 2012 ROI Reviews
RM35,000.00 Average CPM = $ 7.27 per 1,000 impression RM16.00
RM30,000.00 Average CPC = $ 2.89 per click RM14.00
RM25,000.00 Average CPA = $ 6.92 per transaction RM12.00
RM10.00
RM20,000.00
RM8.00
RM15,000.00
RM6.00
RM10,000.00 RM4.00
RM5,000.00 RM2.00
RM- RM-
Media Cost CPA CPM CPC
Media Spend
$ 11,585.50 $ 19,883 $ 32,780.90 $ 11,585.50 $ 19,074 $ 16,990 $ 11,585.5 $ 25,364 $ 12,947 $ 4,411
(MYR)
CPM $ 1.22 $ 4.30 $ 6.91 $ 2.13 $ 5.18 $ 6.64 $ 4.42 $ 9.10 $ 6.06 $ 3.54
CPC $ 1.23 $ 1.66 $ 1.56 $ 2.89 $ 3.51 $ 1.26 $ 2.81 $ 7.22 $ 0.99 $ 1.25
CPA $ 1.23 $ 2.91 $ 6.91 $ 3.65 $ 8.88 $ 7.99 $ 8.70 $ 14.36 $ 6.60 $ 3.54
Note: Data based on Total Revenue Q1 2012 © 2012 MediaMind | A division of DG | All rights reserved
11. Users Behavior
© 2010 MediaMind Technologies Inc. | All rights reserved
12. Users Behavior on Site
3,500,000 7.08% 3.2 million conversions (44% of total conversions)
were (771, 784 on the “Homepage” decided to
63% recorded Conversions) of users
3,000,000 32% (48,667 users) successfully made payment and
proceed these users exposed to got the final costing
Assumedto “Payment” after they the campaign but
finally landed on the Itinerary page
2,500,000 of the chosen flights
did not click on the banners OR repeat visitors
2,000,000
2.98%
1,500,000 2.61%
2.16%
1,000,000
0.95%
500,000
0.11%
0
AirAsia - Landing URL AirAsia.com Homepage 1 - Select 2 - Guest 3 - Payment 4 - Itinerary
99% of users dropped of along the booking journey
▸ 1,265 conversions landed on the
AirAsia mobile site
▸ 47 users made booking via the
mobile site
© 2012 MediaMind | A division of DG | All rights reserved
13. Users Favorite Domestic Route
Destination PNR Pax Revenue
hdybkk 3,926 6,127 RM 1,129,576.75
bkkhdy 3,692 5,973 RM 1,110,303.00
bkkhkt 2,137 4,077 RM 909,371.50
bkkcnx 2,987 5,473 RM 819,500.19
cnxbkk 2,163 3,456 RM 453,230.65
bkkcei 1,504 2,737 RM 438,215.16
nstbkk 1,784 2,719 RM 426,026.69
hktbkk 1,329 2,095 RM 425,740.38
bkknst 1,455 2,131 RM 329,964.79
bkkuth 1,296 2,041 RM 292,058.58
▸ 60% of revenue (RM 12.9 Million) contributed by domestic route = 38,283 bookings.
© 2010 MediaMind Technologies Inc. | All rights reserved
14. Users Favorite International Route
Destination PNR Pax Revenue
bkksin 2,032 4,439 RM 1,573,747.93
bkkmfm 1,086 2,712 RM 1,032,540.60
bkkhkg 787 1,818 RM 893,332.17
Bkkkul 782 1602 RM 545,045.86
bkksgn 404 709 RM 249,171.37
bkkcan 359 715 RM 367,236.50
sinbkk 344 583 RM 164,970.53
bkkhan 322 721 RM 227,643.29
bkkccu 281 440 RM 198,471.56
kulbkk 276 469 RM 123,257.20
▸ International Route contributed 40 % of revenue (RM 9.6 Million) = 11,171 bookings.
▸ Also generated inbound international revenue – SINBKK & KULBKK
© 2012 MediaMind | A division of DG | All rights reserved
15. Conclusion
© 2010 2010 MediaMind Technologies Inc.AllAll rights reserved
© MediaMind Technologies Inc | | rights reserved
16. Conclusion
▸ In Q1 2012, Thai AirAsia campaigns performed better than benchmark – the
campaigns reached out to 46 millions unique users across 3-month period.
Garnered 0.25% CTR (0.11%) & achieved 16.11% (benchmark – 1.11%)
conversion rate .
▸ 20120215_TAA_ BKKCKG_v2 – generated highest revenue MYR 3.5 million.
However, BKKCGK generated MYR 13,574.10 .
▸ 1.13% of the users who landed on the landing page have successfully made a
booking till the itinerary page. Also captured bonus revenue on AirAsia mobile
site.
▸ Users favourite domestic route – Haytai, Bangkok, Cheng Mai, Cheng Rai, Phuket
▸ Users favourite international route – Singapore, Hong Kong, Macau , Kuala
Lumpur, Saigon
© 2010 MediaMind Technologies Inc. | All rights reserved
17. Moving Forward
© 2012 MediaMind Technologies Inc. | All rights reserved
18. Meet Alex…
Alex is planning to have vacation with his girl friend
He visit to AirAsia website to search for air ticket to
Gold Coast
Tagged
Search for Gold
Coast
© 2012 MediaMind Technologies Inc. | All rights reserved
19. Alex Drop off..
Tagged
Drop Off
Search for Gold Coast
Drop off
© 2012 MediaMind Technologies Inc. | All rights reserved
20. Retarget Alex in next campaign..
Tagged
Gold Coast
Drop off
© 2012 MediaMind Technologies Inc. | All rights reserved
21. Alex purchase ticket…
Ticket
Tagged
Purchased
Search for Gold
Coast
Ticket Purchased
© 2012 MediaMind Technologies Inc. | All rights reserved
22. Retarget Alex for other promotions..
Other Promotions
Up sell others services
Tagged
Gold Coast
Purchase ticket
© 2012 MediaMind Technologies Inc. | All rights reserved
25. YOU REMEMBER
© 2012 MediaMind | A division of DG | All rights reserved
28. To Drive
Conversion /
Direct Response
© 2012 MediaMind | A division of DG | All rights reserved
32. www.mediamind.com
Joey.Chee@mediamind.com
IM: joey.eyeblaster@hotmail.com
+6012 375 5356
@mediamind_chat
@creative_zone
© 2010 MediaMind Technologies Inc. | All rights reserved
33. Thank you!
© 2010 MediaMind Technologies Inc. | All rights reserved
Editor's Notes Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer. Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer. Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer. Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer. Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer. Studies show that we remember 30% of what we see, 50% of what we see& hear and up t0 90% of what we see, hear and touch.This is the advantage that online ads have. With rich media you can involve user with various aspects of a brand.
