Taa consolidated report jan - march 2012

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  • 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.

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  • 1. Q1 Campaigns Performance ReviewJoey Chee | Client Services Director, SEAMay 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 RM35,000.00RM3,500,000 RM30,000.00RM3,000,000 RM25,000.00RM2,500,000 RM20,000.00RM2,000,000RM1,500,000 RM15,000.00RM1,000,000 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 – RM350.0016,000 16,329 transactions RM300.0014,00012,000 Lowest average value per ticket – MYR RM250.0010,000 219.79 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 2,274Average 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 ReviewsRM35,000.00 Average CPM = $ 7.27 per 1,000 impression RM16.00RM30,000.00 Average CPC = $ 2.89 per click RM14.00RM25,000.00 Average CPA = $ 6.92 per transaction RM12.00 RM10.00RM20,000.00 RM8.00RM15,000.00 RM6.00RM10,000.00 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 RouteDestination 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
  • 23. To CreateProduct Awareness © 2012 MediaMind | A division of DG | All rights reserved
  • 24. makingsense© 2008 Eyeblaster. All rights reserved © 2012 MediaMind | A division of DG | All rights reserved
  • 25. YOU REMEMBER © 2012 MediaMind | A division of DG | All rights reserved
  • 26. © 2012 MediaMind | A division of DG | All rights reserved
  • 27. © 2012 MediaMind | A division of DG | All rights reserved
  • 28. To Drive Conversion /Direct Response © 2012 MediaMind | A division of DG | All rights reserved
  • 29. © 2012 MediaMind | A division of DG | All rights reserved
  • 30. © 2012 MediaMind | A division of DG | All rights reserved
  • 31. © 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