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SAScon Market Focus – Travel - Daniel Robb
 

SAScon Market Focus – Travel - Daniel Robb

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    SAScon Market Focus – Travel - Daniel Robb SAScon Market Focus – Travel - Daniel Robb Presentation Transcript

    • Sascon 2011
      Daniel Robb, Industry Leader- Travel
      Google UK
    • Agenda
      1. Search dynamics – The core of your online strategy
      2. Mobile First – Be where your customers are
      3. Just Add YouTube – Supercharging TV advertising
      4. The Google Display Network – Performance at scale
    • Search Dynamics – The core of your online strategy
    • Global online travel bookings set to accelerate
      One Thirdof the world’s travel sales will be made online by 2012
      +22% growthin the value of the online travel segment, 2012 vs. 2010
      $313 billionthe predicted value of 2012 global online travel bookings
      Source: PhoCusWright: Global Online Travel Overview, April 2011
    • People visit 15 sitesover 15 sessions
      and spend 2hr 14mins
      before booking travel
    • The UK online travel market in numbers
      January - March 2010
      There are over 28.7 million people in the ‘Travel’ Market
      Search is an important part of the customer journey. 22.2mor 77% use search at anytime throughout their journey, increasing to 92% of those that purchase
      22.2m
      Based on those that search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event
      N
      GENERIC
      90% of searchers that purchased used Generic terms
      1.5
      People who click on sponsored links are 1.5 times more likely to make a purchase
    • Dynamics of the UK online travel market
      Q1 2011: +24% YoY growth whereas CPCs remained relatively constant
      Cost per click
      Torso
      2011 Growth in queries in all segments, CPC erosion in major traffic drivers balanced by increased auction intensity in tail
      Brand
      Tail
      Query volumes
      Source: Google Internal
    • Mobile First – Be where your customers are
    • April 2010
      24%
      4%
      218%
      2011
      36% of the UK now have smartphones
      15%UK Queries coming from mobile
      176%YOY growth
      Source: IAB Mobile Adspend Study, April 2010
    • Mobile Complements Desktop & Is Always On
      MOBILE
      Daily ViewDesktop Searches vs. Mobile Searches
      Weekly View Desktop Searches vs. Mobile Searches
      Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010
    • Q1 2011growth: UK travel queries on Mobiles
      MOBILE
      +152% YoY
      +133% YoY
      +181% YoY
      +141% YoY
      Source: Google Internal Data
    • Just Add YouTube – Supercharging TV advertising
    • Dream
      13
      69% of business travellers are looking at video when looking to book travel
    • Online Video is a phenomenon
      35
      85
      Million people in the UK watch online videos every month
      % reach of the UKonline population
      6
      Billion videos are being watched each month
      17
      hours of online videos per person per month
      Source: ComScoreUK, Dec 2010
    • And YouTube is leading the way
      18
      46
      20
      Million monthly unique users on the YouTube website
      % reach of the online Population
      million hours spent on theYouTube site every month
      Monthly unique users
      Total hours spent on site
      Monthly Unique Users
      Source: UKOM, Feb 2010Please note: Nielsen only measures Unique Visitors to YouTube, embedded video views are not included.
    • Light TV viewers are online
      Daily Reachof light TV viewers (less than 16hrs of TV per week)
      Breakfast
      Daytime
      Coffee
      Pre Peak
      Early Peak
      Late Peak
      Post Peak
      Daily reach in %
      Online
      TV
      Time of Day
      Source: YouTube Media Consumption Study , Light TV Viewers = 0-16 hrs TV per week, n=213
    • A thirdof YouTube ABC1 menhadno TV exposure
      Target Audience: ABC1 Men, 22-55Client: SamsungBudget Mix:YouTube 5%, TV 95%
      4%additionalYouTube reach
      Television
      65% reach
      12% reach
      Ad Format: YouTube Masthead
      Source: UK Media Efficiency Panel 2010
    • The Google Display Network – Performance at scale
    • Most powerful way to reach your audience
      Context
      Target based on where your audience isOptions: Keyword Contextual Targeting, Placement Targeting, Category Targeting
      Audience
      Target based on who your audience is
      Options: Demographic & Interests Targeting, Category Targeting, Remarketing, Similar Users
      +
      Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010