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Presentation marvin liao yahoo

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Presentation marvin liao yahoo

Presentation marvin liao yahoo

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  • 1. e-Academy: Travel & Online Ad Trends October 2010
  • 2. Yahoo! Global Reach 630 Million (a month) (a month) Core Capabilities More than half of all internet users More than half of all internet users Middle East/ Africa • Display 44 UVs North America • Performance Display 174 UVs • Search Asia Pacific • Behavioral Targeting Top Properties 227 UVs • Home Pages • Communications 50 UVs • Sports LATAM • News 121 UVs • Entertainment Europe comScore Media Metrix, August 2010 2 10/25/2010
  • 3. Online Advertising & Share-shift Global Trends Yahoo! Presentation Template, Confidential 10/25/2010
  • 4. Global Internet Audience 4
  • 5. Internet Penetration by Region Source: Internet World Stats 10-15-2009 5 10/25/2010
  • 6. Worldwide Internet Growth Internet Users in Millions & Growth % The Global Internet Population is expected to grow by 50% from 1.5 B users to 2.1B users by 2013. Comscore 2009 6 10/25/2010
  • 7. Broadband Penetration Drives Adoption U.S. Historical Internet Penetration1 Internet User Behaviour Curve Most of APAC in Broadband this range today Commerce Most of EU in this range today Rich Media Deep Verticals Community & Entertainment Most of EM in this range today Searching Browsing, Info, Jobs Communications (Mail, IM) Narrowband Source: (1) U.S. Historical Internet penetration calculated based on Internet users & population as per UN Data 7
  • 8. Online Advertising & Share-shift Advertising Trends Yahoo! Presentation Template, Confidential 10/25/2010
  • 9. Time-shifting YouTube Social media + programmed TiVo/DVR content? Magazines Email Context + behavioral targeting? RadioDomestic + global? iTunes SMS Billboards Mobile devices Online Video + search + display + mobile? Instant Messaging TV Gaming Podcasts Mobile Buy direct + use an ad network? Blogs Surfing Groups Facebook Social networks Mix of traditional + online? Questions we’re hearing from marketers: Peer-to-peer • “How do I get my audience’s attention?” • “How do I participate in their conversations?” • “What’s the right balance of investment to reach my consumers?”
  • 10. Consumers Recognize the Internet’s Strengths For Travel Planning What are Consumers Doing Online? Research & Compare Explore & Uncover • Vacation Destinations • Entertainment / Nightlife • Air Fares + Hotels • History and Culture • Weather Forecast • Best of: Beaches to Slopes Reflect & Dream Share & Inspire • Read Traveler Reviews • Update Blog+Upload photos • Join Chat for quick tips • Email family + friends • Join Groups for “must see” • Write reviews 11
  • 11. Opportunity Overview What User Intent Why • Sponsorships • Pure branding play, competes with -Destination Guides print and TV -Travel Lifestyle • Appeal to travel interest -Trip Planner INSPIRATION STAGE - e.g. What is must see attractions in -Today’s Picks St. Petersburg? -Newsletter • Travel Guides -Travel Main NARROWING -Destination Guides DECISION • Appeal to undecided & decided -Travel Maps •Promote offers for users who know SET where they want to go • Targeting -Demographic -Geographic -Behavioral DECISION • Provides a clear call to action for • Booking Paths MODE -Travelocity users who are ready to book -Search 12
  • 12. Different Types of Media Advertising • Bought Media • Branding display • Direct Response • Owned Media • Brand content • Earned Media • Social media
  • 13. Online Advertising & Share-shift Examples of Tourism Clients Yahoo! Presentation Template, Confidential 10/25/2010
  • 14. Six Key Post Recession Trends •Value takes center stage. Amid the economic rubble, travelers have adopted a back-to-basics mentality, seeking quality at the right price. •Social media gives rise to new ways of sharing. Online reviews and user- generated content are being combined with social networking, increasing their influence on travel-buying decisions. •Mobile takes travel on the go. A growing number of travelers now use mobile devices to plan and book trips and access location-specific content. •Personalized micro-niche travel takes off. Growing dissatisfaction with one- size-fits-all travel is driving demand for customized offerings. •Online travel spans new horizons. Growth in online booking is shifting overseas, while US travelers who book online are looking for more international options. •Sustainable is becoming attainable. Suppliers who deploy green practices are enjoying favored status among acutely aware consumers. 15
  • 15. Greek National Tourism Organization Yahoo! Maps Flickr Yahoo! Video Yahoo! News (VYC) (Weather) Yahoo! Answers Trip Planner Yahoo! Travel 16
  • 16. India Tourism Board “Incredible India” •Reach out potential domestic and int’l travelers • Y!.Com IP Targeting • Target IP Market: US & Canada, Australia & New Zealand, Japan, China, Korea, UK, France, Germany, Italy, Spain and Netherlands • Rich Media to FP, Travel, Email (BT), Lifestyle, Entertainment •Result: 1.4 million users visited to India.org during campaign period
  • 17. Malaysia Tourism Board “Truly Asia” •Malaysia – Truly Asia Campaign •Travel Destination Guide Sponsorship •Rich Media (Expandable) Ad Promotion on Yahoo! US and Asia Contents Integration •Market: US, JP, SEA •Malaysia Tourism committed to spend 230% YOY growth
  • 18. Case - Tourism Board New Zealand “100% Pure NZ” • New Zealand Tourism’s “100% Pure” Campaign in Europe • Travel Guide Sponsorship in Yahoo! Europe
  • 19. Case - AU Tourism Board “Great Aussie Holidays” •Contents Integration campaign: AU Tourism Board Tailor-made page sit under Yahoo Travel • Y! Map • Y! Answers run by AU Celebrities • Market: Australia
  • 20. Contact: marvin@yahoo-inc.com +1 408 368 5359