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New research and digital solutions to drive travel bookings

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What are key data insights behind airline and hotel booking conversions? How can new digital advertising solutions like native advertising and content marketing drive travel consumers through the …

What are key data insights behind airline and hotel booking conversions? How can new digital advertising solutions like native advertising and content marketing drive travel consumers through the purchase funnel?

Join Tnooz and Yahoo Travel for our FREE webinar and learn the details.

During this 60-minute session, Yahoo research and media product experts will share consumer travel research conducted in partnership with Compete, plus innovative media tactics based on those findings, including:

Online behavior of travel bookers prior to purchase that can inform travel brands' marketing strategies
Consumer activity through the purchase funnel when shopping for top airline and hotel brands
Digital advertising, especially native advertising and content marketing, on sites such as the new Yahoo Travel digital magazine

Panelists for the webinar are:

Melissa Bahadur, senior manager of strategic research and insights, Yahoo
Tenni Theurer, senior director of product management for commerce, Yahoo
Kevin May, editor and moderator, Tnooz
Gene Quinn, CEO and producer, Tnooz

This webinar took place on Thursday 5 June 2014.

Published in Travel
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  • Consumers who purchase hotel reservations are more likely to come from Yahoo vs. the competition

    Consumers who complete hotel reservations are more likely to come from Yahoo sites versus competitors
    68% of hotel converters visited Yahoo in 30 days prior to submitting a reservation – this is higher than converters who visited Google, AOL and Microsoft sites
    Yahoo Login, Mail, Search and the Homepage are the leading Yahoo sites reaching hotel reservation converters 30 days prior to conversion
    Yahoo Display Sites (excludes Yahoo Search) directly drive 42% of hotel reservation completes which is much higher than Google Sites (excludes Google Search), Microsoft Sites (excludes Bing Search), Facebook and AOL Sites (excludes AOL Search)
    Yahoo/Bing Search also drives completes for the hotel category
    Yahoo/Bing Search drives 42% of hotel reservation completes
  • Similar to hotels, there is a delicate balance in maintaining optimal scale and performance efficiency. For example,

    Southwest and Delta lead in generating prospects at scale but Delta can improve it’s efficiency in the mid-funnel while Southwest should focus on the lower funnel
    American, United and JetBlue have lower prospect levels and can benefit from an increase in scale as well as improve it’s efficiency in the mid-funnel
    Delta, American and United show high efficiencies in lower funnel conversions and should focus on mid-funnel tactics in order to optimize performance
    JetBlue should focus its efforts across the entire funnel in order to increase scale and improve efficiency

    Airlines need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance

  • Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site

    DOMAINS*: Yahoo Sites, Aol Sites, Facebook, Google Sites, Microsoft Sites
    ENTERTAINMENT/CELEBRITY NEWS: Omg!, E! Online, People, TMZ, Zimbio
    FINANCE: Yahoo Finance, Aol Money & Finance, CNN Money, Dow Jones & Company, MSN Money
    HOMEPAGES: Yahoo Homepage, Aol Homepage, MSN Homepage, Youtube Homepage
    LIFESTYLE: Shine, Aol Lifestyle, Glam Media, PopSugar, SheKnows
    LOGIN: Yahoo Login, Aol Homepage, MSN Homepage, Youtube Homepage
    MAIL: Yahoo Mail, Aol Email, Gmail, Hotmail
    NEWS: Yahoo News, CBS News, CNN Network, HPMG News, NBC News
    SCREEN: YouTube, Hulu, AolOn, Vimeo
    SEARCH: Yahoo Bing Network (Yahoo Search + Bing), Ask, Google Search
    SPORTS: Yahoo Sports, Bleacher Report, CBS Sports, ESPN, Fox Sports, USA Today Sports
    TRAVEL: Yahoo Travel, TripAdvisor, CNN Travel, HuffPost Travel, MSN Travel










  • Frankly, our world, Yahoo’s world, the bread and butter of what we’ve done for the last decade is completely turning upside down.

    When Yahoo first started, there wasn’t a lot of content online. Now a consumer can’t help but be bombarded by content wherever they look.

    The problem has changed to there is too much content, and how do you separate the good stuff you can trust from the garbage.

    Technology has taken leaps and bounds forward. Internet speeds unimaginable to our homes a few years ago, are now available everywhere to our phones. Retina displays and digital cameras have made the visual web a reality. People have always loved pictures. We didn’t have the technology to efficiently deliver the photos to users.

    And with the shift to mobile, and consumer desensitization to “stickers on a page” kind of ads, we also have to adapt. We have to adapt to more native ad formats that actually enhance the user experience.
  • The most exciting areas are

    Content Marketing and Native Advertising

    Our new products allow you to do both. Advertising seamlessly integrated into our content.

    Content Marketing is using your content to drive brand attributes without necessary “selling”

    Content Marketing is meant to be shared

    And you can do that in digital magazines, in stream and on tumblr.
  • Lets talk first about digital magazines.

    Yahoo Digital Magazines are our response to the changes in the digital landscape. The conventional iterations weren’t enough.
    We knew we had to step back and completely rethink our media offerings.

    We took inspiration from the visual, social movement
    Creating original content with distinct editorial voice centered around consumer passion points to tell meaningful stories
    All with seamless brand integration that enhances the over all user experience.

    I think you will find them gorgeous, authoritative and unbelievably engaging.

    Think about a magazine – Vogue for example.

    Ads as interesting as content, the lines between the two begin to fade

    Advertising should be as good as the content. Here it can be.

  • With each magazine you’ll see three things
    best in class content – the part that’s most important. It’s what the editorial team has done an excellent job on. We’ve made a significant investment in editors and best-in-class partners.
    stunning design – We wanted something that was much more visual. We wanted it to work on 3 screens. We wanted the experience to be different so you don’t click and get to another page but it opens inline – the wow factor.
    We believe that advertising should be as engaging as the content itself. Our digital magazines offer seamless, native advertising – that is, articles, videos and tips that are just as engaging as the stories around them. The advertising content is clearly labeled as sponsored.
  • We have brought on tremendously talented editors, and we’re focusing on best in class, premium, unique content. Our editors are social savvy – developing content that is shareable and engages users in new ways.

    David Pogue - David Pogue is the anchor columnist for Yahoo Tech, having been groomed for the position by 13 years as the personal-technology columnist for the NY Times. He’s also a monthly columnist for Scientific American and host of science shows on PBS’s NOVA. He’s been a correspondent for CBS Sunday Morning since 2002.

    Sarah McColl- Editor of Yahoo Food. She’s been on Yahoo’s lifestyle editorial team since 2010.  Prior to Yahoo, Sarah was a senior editor at Conde Nast, where she launched a network of blogs and produced video programming. She has also written for Bon Appetit and House Beautiful and her website was called one of the “Best Blogs for Foodies” by Bon Appetit.

    Paula Froelich -  Editor in Chief of Yahoo Travel. She is an award-winning journalist, creator of the travel website A Broad Abroad, and the New York Times best-selling author of the novel Mercury In Retrograde. She was the deputy editor of the New York Post’s gossip column, “Page Six,” for 10 years

    Bobbi Brown - Founder and Chief Creative Officer of Bobbi Brown Cosmetics, a global color cosmetics, fragrance and skincare brand with a presence in 60 countries. She is also a permanent fixture backstage at New York Fashion Week and works with the industry’s most influential designers, celebrities and style makers. A New York Times bestselling author, she has written eight instructional and engaging beauty and lifestyle books, and appears regularly in global print and broadcast media outlets. 

    Joe Zee - Editor in Chief and Executive Creative Officer of Yahoo Fashion. Joe spent the past seven years as the Creative Director at ELLE. As an award-winning fashion stylist, Joe has worked with the world’s top magazines, celebrities, fashion designers, fashion brands and photographers. He co-authored the book The ELLEments of Personal Style (Gotham Books), and his second book will be published by Thomas Dunne Books/St. Martin’s Press in the Spring of 2015.

    Josh Wolk - Executive Editor of Yahoo Entertainment, covering movies, tv and music. Vulture.com/New York Magazine where he served as editorial director. Prior to that, he was a senior editor at Entertainment Weekly

  • Yahoo Food launched in January, as one of our first digital magazines.

    With Yahoo Food, you can pore over photos, surprising and sophisticated recipes, stories on the top food trends, and everything at-home chefs need to feel inspired.

  • In January, with Food, we also launched Yahoo Tech, lead by editor David Pogue.

    Yahoo Tech covers not only what products to buy, but also how to use the through news, reviews, how-to’s, games coverage and more.
  • And, two weeks ago, we added another magazine to our portfolio.

    Yahoo Movies.

    Yahoo Movies is a digital magazine that provides movie lovers of all kinds—from blockbuster fanatics to indie-film obsessives - with in-depth essays from top critics, interviews with Hollywood’s biggest stars, and sneak peeks of the most anticipated films. Disney Pictures was a launch sponsor for Yahoo Movies, showcasing a trailer for the inspirational film Million Dollar Arm through Yahoo Splash Ads.
  • The new Yahoo Travel launched at the end of April.

    Yahoo Travel magazine is ASPIRATIONAL, ACCESSIBLE, & INSPIRATIONAL - FOR TRAVEL LOVERS EVERYWHERE

    Voice: Accessible, credible, fun

    Visual: Beautiful & inspirational

    Scale: It’s a top travel site

    Innovation: All new creative canvas for advertisers

    It is no longer a site to just check for flights or hotels, but a rich, engaging travel companion to satisfy your daily travel curiosities.

  • The truly amazing think is how content appears

    There are three forms of content

    Here, we see a piece of content from one of our editors. Or it could be a piece from one of our partners.
  • And next to editorial content, is brand content from Las Vegas. It fits editorially and is marked as sponsored content.
  • ‘Native’ ads are integrated into the content of the magazine.

    Ads are inspired by the elegance and depth of the content,

    with articles, videos and other tips that are fun to read, and easy to share. Branding is also included on he article page.

  • Our new Yahoo Splash Ads are also integrated within the design of this digital magazine, offering brands high-impact opportunities to share entertaining video content with our readers.
  • Put source info here
  • Native is also now available in multiple forms on Yahoo.

    We launched Yahoo Stream and Image Ads last year, and Yahoo Gemini earlier this year.

    And recently launched, new opportunities with Yahoo Gemini that continue to enhance the experience for consumers and advertisers.

    With new, image-rich native ads -- designed to be mobile-first.

    Seamlessly integrated with the content, and targeted to the right consumer to drive even better results.

    The new formats include larger, richer graphics and photos for brand storytelling, combined with the performance brands need.

    Top advertisers like Netflix are already using the new ad formats.

    Do these type of native advertising formats work?

    For Stream Ads we have seen:

    A CPG company reported that Yahoo Stream Ads delivered 175% more impressions
    125% more clicks compared to social media ads---
    at 75% lower cost.









  • Will delete if Julie cant find stats. Can keep slide and delete stats if needed
  • The magic of Tumblr lies in the two sides of the platform. Any time you post anything to your completely custom Tumblr blog it also lives on all of your followers’ Dashboards on the web and on our rapidly-growing mobile app. With one post, you reach consumers across multiple touch-points. Everything you post is delivered to your followers’ Dashboards.
  • So what does this all mean for travel brands?
  • Too expensive: if your content is good, don’t have to pay

    Not enough people see: we have a massive audience of 800M global users

    Get in front of right people: targeting options

    What content to make: can leverage your Tumblr blog

    Working?: engagement metrics

  • We offer a more effective way for brands to use native advertising.  Content from your brand Tumblr can be leveraged for distribution and promotion across Tumblr sponsored posts, Yahoo in-stream & native advertising, and content marketing within Yahoo’s digital magazines.  Users can also be directed back to Tumblr to consumer more content and engage in social sharing to drive earned media impressions.
  • And, the impact from the campaign on Yahoo Food extended to search with lifts in branded and non-branded searches. Over the month of the campaign, we saw:

    223% lift in branded searches
    246% lift in non-branded searches


    //////////
    Source: Yahoo Internal Data Branded and Non Branded Search terms based on Brand X keyword bidding
  • In a campaign on Yahoo Tech, we saw native video ads drive increased brand and purchase metrics. Exposure to the brand’s native ad content led to:

    50% lift in brand favorability.
    28% lift in purchase intent.
    6% lift in recommendation intent

    ////////
    Source:
    Yahoo & Insight Express Custom Native Ad Video Study, March 2014
    Insight Express Digital Creative Impact Norms

    [ REFERENCE ONLY – SAMPLE SIZE:
    Control (n) = 200. Consumers were driven to the site before the campaign launched
    Native Video (n) = 600. Consumers were drive to the site post launch.

    ////////
    [ NO NEED TO READ: REFERENCE ONLY
    Panel questions:
    QUESTION: How would you describe your overall opinion about each of the following brands?
    QUESTION: How likely are you to shop at any of the following retailers, either in store or online?
    QUESTION: How likely are you to recommend each of the following brands to friends, family or colleagues?

Transcript

  • 1. K Path to conversion and content marketing New research and digital solutions to drive travel bookings Webinar June 5, 2014
  • 2. K Kevin May Editor & Moderator Gene Quinn CEO & Producer Your hosts
  • 3. K Melissa Bahadur Senior Manager, Strategic Research & Insights Yahoo Your panelists Tenni Theurer Senior Director, Product Management for Commerce Yahoo
  • 4. 4 PRESENTED BY MELISSA BAHADUR⎪ June 5, 2014 Path to Conversion Hotels and Airlines
  • 5. 55 Definitions, Brand Inclusion and Timeframe Methodology and Definitions Sources: Path to Conversion, Yahoo & Compete Data through August 2013 Prospects Consumers search for a hotel room on a hotel site by entering a location and/or date for a hotel reservation Started Hotel Reservation Consumers who went on to start a hotel reservation online Completed Hotel Reservation Consumers who completed a hotel reservation online PROSPECTS START COMPLETED W E C A P T U R E D : Activity: ► Prospect activity ► Started Hotel Reservation activity ► Completed Hotel Reservation activity Using clickstream data from Compete’s panel of 2 million U.S. online consumers Analysis Timeframe: • 12 Month Cumulative
  • 6. 6 The Purchase Funnel
  • 7. 77 Throughout the course of the year, Marriott and Hilton lead the way in driving the largest pool of prospects from which to gather conversions Top of the Performance Funnel: Driving Prospects * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Prospects: 24,400,059 Hilton Prospects: 20,993,123 Best Western Prospects: 7,823,783 Holiday Inn/Express Prospects: 15,768,971 Sheraton Prospects: 1,811,585 Disney Prospects: 15,940,241 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ PROSPECTS
  • 8. 88 Marriott and Hilton are the most efficient in getting prospects to start a hotel reservation followed by Best Western Getting Prospects to Start Hotel Reservations * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Prospects: 24,400,059 Hilton Prospects: 20,993,123 Best Western Prospects: 7,823,783 Holiday Inn/Express Prospects: 15,768,971 Sheraton Prospects: 1,811,585 Disney Prospects: 15,940,241 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ Disney, Holiday Inn/Express and Sheraton get less than 20% of their prospects to start a hotel reservation PROSPECTS
  • 9. 99 Hilton and Holiday Inn/Express are the most efficient in getting starts to complete a hotel reservation followed closely by Marriott and Best Western who get half of those who started to complete the reservation process Getting Starts to Complete Hotel Reservations * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Completes: 7,617,606 Hilton Completes: 9,590,014 Best Western Completes: 1,841,235 Holiday Inn/Express Completes: 1,586,918 Sheraton Completes: 95,710 Disney Completes: 123,747 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ LOW CONVERSION RATES Sheraton and Disney get less than half of their starts to complete a hotel reservation START
  • 10. 1010 Overall, there is no hotel that has it all figured out in terms of balancing scale and efficiency; Hilton is well positioned while each hotel brand has the potential to improve performance at different stages of the funnel Hotel Performance Rates By Brand H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Completes: 7,617,606 Hilton Completes: 9,590,014 Best Western Completes: 1,841,235 Holiday Inn/Express Completes: 1,586,918 Sheraton Completes: 95,710 Disney Completes: 123,747 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study COMPLETED
  • 11. 1111 B O T T O MM I D D L ET O P Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel Hotel Performance Summary by Brand Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study PROSPECTS START COMPLETED Increase Scale, Brand Focus Retargeting, Behavioral Targeting, Landing Page Optimization Offer Testing, Retargeting, Landing Page Optimization S O L U T I O N SS O L U T I O N S S O L U T I O N S KPI Prospects Prospect to Start* Start Reservation Start to Complete* Completed Marriott 24,400,059 64% 15,555,308 49% 7,617,606 Hilton 20,993,123 59% 12,344,400 78% 9,590,014 Disney 15,940,241 9% 1,400,773 9% 123,747 Holiday Inn/Express 15,768,971 16% 2,536,927 63% 1,586,918 Best Western 7,823,783 51% 3,984,173 46% 1,841,235 Sheraton 1,811,585 14% 260,946 37% 95,710
  • 12. 1212 There is a delicate balance in maintaining optimal scale, engagement and performance efficiency. Summary Hotels need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance PROSPECTSSTARTSCOMPLETES
  • 13. 13Yahoo 2014 Confidential & Proprietary. Hotels: Path to Conversion
  • 14. 1414 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary DOMAINS ENTERTAINMENT/CELEBRITY NEWS FINANCE HOMEPAGES LIFESTYLE LOGIN MAIL NEWS SCREEN SEARCH SPORTS TRAVEL Conversion Analysis
  • 15. 1515 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Day 1….Day 30 “1 Click Referral PROSPECTS START COMPLETED
  • 16. 1616 R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s ) Facebook, Yahoo and Google lead the way in reaching Hotel converters 30 days prior to conversion Yahoo vs. Competition 30 Day Reach: Display Sites Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary 69% 68% 67% 48% 27% Facebook Yahoo Sites Google Sites AOL Sites Microsoft Sites 68% of hotel converters visited Yahoo 30 days prior to purchasing a hotel reservation
  • 17. 17Yahoo 2014 Confidential & Proprietary. 17 Yahoo reaches Hotel Reservation converters on Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton 30 days prior to conversion Yahoo vs. Competition: 30 Day Reach R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N ) Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites Marriott 68% 67% 66% 47% 28% Hilton 65% 66% 66% 48% 29% Disney 72% 71% 79% 46% 26% Holiday Inn/Express 64% 63% 65% 48% 28% Best Western 66% 66% 67% 47% 29% Sheraton 74% 68% 68% 50% 22% Category Average 68% 67% 69% 48% 27% 68% of hotel reservation converters on Marriott.com visited Yahoo Sites 30 days prior to completing a reservation
  • 18. 18Yahoo 2014 Confidential & Proprietary. 18 Source: Path to Conversion, Yahoo & Compete Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary 35% 35% 35% 34% 23% 17% 16% 13% 12% 7% 6% Yahoo Login Yahoo Mail Yahoo Search Yahoo Homepage Yahoo News Yahoo Sports Yahoo Finance omg Shine Yahoo! Travel Yahoo! Screen Yahoo Login, Mail, Search and Homepage are the leading sites reaching Hotel reservation converters 30 days prior to conversion 30 Day Reach: Top Yahoo Sites T O P Y a h o o S I T E S R E A C H I N G H O T E L R E S E R V A T I O N C O N V E R T E R S Yahoo Login, Mail, Search and the Homepage reach more than 1 out of 3 hotel reservation converters
  • 19. 1919 C O N S U M E R S W H O C O M P L E T E D H O T E L R E S E R V AT I O N S B Y H O T E L S I T E AV E R A G E Yahoo is #1 hotel reservation converters coming from Mail, Login, Homepage, omg!, Finance and Shine compared to the competition Hotel Reservations: Top Yahoo Sites Source: Path to Conversion2525, Yahoo & Compete Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Competitive Rank Hotel Reservation Complete Share vs. Competitors Yahoo Mail #1 35% #2 Gmail, #3 Hotmail, #4 AOL Mail Yahoo Login #1 39% #2 Youtube HP, #3 MSN HP, #4 AOL HP Yahoo Search #3 18% #1 Google Search, #2 Bing, #4: Ask Yahoo Homepage #1 37% #2 Youtube HP,, #3 MSN HP, #4 AOL HP Yahoo News #2 26% #1 NBC News, #3 HPMG News, #4 CNN, #5 CBS News Yahoo Sports #2 26% #1 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA Today Sports omg! #1 43% #2 TMZ, #2 People, #3 E!Online, #4 Zimbio Yahoo Finance #1 33% #2 MSN Money, #3 Dow Jones & Company, #4 CNN Money, #5 AOL Money & Finance Shine #1 43% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar Yahoo Travel #2 24% #1: TripAdvisor, #3 MSN Travel, #4 HuffPost Travel Yahoo Screen #2 12% #1: Youtube, #3 Vimeo, #4 Hulu, #5 AOLOn
  • 20. 2020 Yahoo Sites directly drive a significant proportion of Hotel Reservation prospects, starts and completed reservations vs. the competition Direct Referrals Path to Conversion: Display Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary PROSPECTS START COMPLETED D I R E C T R E F E R R A L S Drove 51% Hotel Reservation Prospects Drove 49% Hotel Reservation Starts Drove 42% Hotel Reservation Completes Yahoo 533K Microsoft 180K Facebook 91K AOL 176K Google 99K Yahoo 1.1M Microsoft 369K AOL 307K Facebook 215 K Google 186K Yahoo 303K Microsoft 135K Google 82K AOL 134K Facebook 62K
  • 21. 2121 Yahoo Sites directly refer qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton sites Direct Referrals from Yahoo Sites: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S 1.7M 1.4M 1.7M 940K 1.09K 1.1M 886K 163K 106K 387K 563K 665K 20K 88 K 182K 741K PROSPECTS START COMPLETED
  • 22. 2222 Yahoo-Bing Search drives 42% of search based conversions Direct Referrals: Path to Conversion: Search Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary D I R E C T R E F E R R A L S Drove 37% Hotel Reservation Prospects Drove 36% Hotel Reservation Starts Drove 42% Hotel Reservation Completes PROSPECTS START COMPLETED Yahoo Bing 810K Google 1.4M Ask 72K Yahoo Bing 2MGoogle 3.3M Ask 91K Yahoo Bing 656K Google 850K Ask 43K
  • 23. 2323 Yahoo-Bing directly refers qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton sites Direct Referrals from Yahoo|Bing Network: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G 3.5M 2.9M 5.7M 1.4M 204K 2.2M 1.7M 867K 142K 586K 26K 996K 1.3M 88K 91K 3.1M PROSPECTS START COMPLETED
  • 24. 24Yahoo 2014 Confidential & Proprietary. 24 Summary • 68% of hotel converters visited Yahoo in 30 days prior to submitting a reservation • Yahoo Display Sites (excludes Yahoo Search) directly drive 42% of hotel reservation completes • Yahoo/Bing Search drives 42% of hotel reservation completes Consumers who purchase hotel reservations are more likely to come from Yahoo vs. the competition COMPLETE
  • 25. 25 June 2014 Path to Conversion Airlines
  • 26. 2626 Methodology and Definitions Definitions, Brand Inclusion and Timeframe Sources: Path to Conversion, Yahoo & Compete Data through August 2013 Prospects Consumers search for a flight on an airline site by entering a location and/or date for a flight Started Airline Reservation Consumers who went on to start an airline reservation online Completed Airline Reservation Consumers who completed an airline reservation online PROSPECTS START COMPLETED W E C A P T U R E D : Activity: ► Prospect activity ► Started Airline Reservation activity ► Completed Airline Reservation activity Using clickstream data from Compete’s panel of 2 million U.S. online consumers Analysis Timeframe: • 12 Month Cumulative
  • 27. 2727 The Purchase Funnel
  • 28. 2828 Top of the Performance Funnel: Driving Prospects Throughout the course of the year, Southwest and Delta lead the way in driving the largest pool of prospects from which to gather conversions * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS
  • 29. 2929 Getting Prospects to Start Airline Reservations Southwest is the most efficient in getting prospects to start the airline reservation process A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS Delta, United, American Airlines and JetBlue get less than half of their prospects to start an airline reservation * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
  • 30. 3030 Getting Starts to Complete Airline Reservations Delta is the most efficient in getting starts to complete airline reservations. United and American Airlines get half of those who started an airline reservation to complete the reservation. A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS Southwest and JetBlue get less than half of their starts to complete an airline reservation * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
  • 31. 3131 Airline Performance Rates by Brand Overall, there is no airline that has it all figured out in terms of balancing scale and efficiency, with each airline having the potential to improve performance at different stages of the purchase funnel A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
  • 32. 3232 B O T T O MM I D D L ET O P Airline Performance Summary by Brand Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel PROSPECTS START COMPLETED Increase Scale, Brand Focus Retargeting, Behavioral Targeting, Landing Page Optimization Offer Testing, Retargeting, Landing Page Optimization S O L U T I O N SS O L U T I O N S S O L U T I O N S KPI Prospects Prospect to Start* Start Reservation Start to Complete* Completed Southwest 83,437,322 50% 41,604,858 35% 14,755,672 Delta 38,696,623 18% 6,948,790 71% 4,931,526 American Airlines 30,484,785 33% 9,950,007 49% 4,854,233 United 28,104,374 30% 8,504,518 50% 4,264,339 JetBlue 22,040,104 21% 4,612,509 18% 813,815 Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
  • 33. 3333 Summary of Findings There is a delicate balance in maintaining optimal scale, engagement and performance efficiency. Airlines need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance PROSPECTSSTARTSCOMPLETES
  • 34. 3434 Airlines: Path to Conversion
  • 35. 3535 Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary DOMAINS ENTERTAINMENT/CELEBRITY NEWS FINANCE HOMEPAGES LIFESTYLE LOGIN MAIL NEWS SCREEN SEARCH SPORTS TRAVEL Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis
  • 36. 3636 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Day 1….Day 30 “1 Click Referral PROSPECTS START COMPLETED
  • 37. 37Yahoo 2014 Confidential & Proprietary. 37 R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s ) Google, Facebook and Yahoo lead the way in reaching Airline converters 30 days prior to conversion Yahoo vs. Competition 30 Day Reach: Display Sites Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary 66% 65% 64% 41% 27% Google Sites Facebook Yahoo Sites AOL Sites Microsoft Sites 64% of airline converters visited Yahoo 30 days prior to purchasing a flight
  • 38. 38Yahoo 2014 Confidential & Proprietary. 38 Yahoo reaches Airline Reservation converters on Southwest, American Airlines, Delta, United and JetBlue 30 days prior to conversion Yahoo vs. Competition: 30 Day Reach R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N ) Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites Southwest 61% 61% 61% 39% 25% American 65% 65% 64% 40% 26% Delta 62% 63% 63% 41% 26% United 61% 63% 58% 40% 26% JetBlue 72% 80% 80% 45% 31% Category Average 64% 66% 65% 41% 27% 61% of airline reservation converters on Southwest.com visited Yahoo 30 days prior to completing a reservation
  • 39. 39Yahoo 2014 Confidential & Proprietary. 39 Source: Path to Conversion, Yahoo & Compete Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue Yahoo Confidential & Proprietary 32% 32% 32% 29% 19% 13% 13% 10% 10% 6% 5% Yahoo Search Yahoo Mail Yahoo Login Yahoo Homepage Yahoo News Yahoo Sports Yahoo Finance omg Shine Yahoo Screen Yahoo Travel Yahoo Search, Mail, Login and Homepage are the leading sites reaching Airline reservation converters 30 days prior to conversion 30 Day Reach: Top Yahoo Sites T O P Y a h o o S I T E S R E A C H I N G A I R L I N E R E S E R V A T I O N C O N V E R T E R S Yahoo Search, Mail, Login and the Homepage reach more than 1 out of 3 airline reservation converters
  • 40. 4040 C O N S U M E R S W H O C O M P L E T E D AI R L I N E R E S E R V AT I O N S B Y AI R L I N E S I T E AV E R A G E Yahoo is #1 for airline converters coming from Mail, Login, Homepage, News, Sports, Finance, omg! and Shine compared to the competition Airline Reservations: Top Yahoo Sites Comp Rank Airline Reservation Complete Share vs. Competitors Yahoo Search #3 18% #1 Google Search, #2 Bing, #4 Ask Yahoo Mail #1 36% #2 Gmail, #3 Hotmail, #4 AOL Mail Yahoo Login #1 45% #2 Youtube HP, #3 AOL HP, #4 MSN HP Yahoo Homepage #1 42% #2 Youtube HP, #3 AOL HP, #4 MSN HP Yahoo News #1 30% #2 HPMG News:, #3 NBC News, #4 CNN, #5 CBS News Yahoo Sports #1 35% #2 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA Today Sports Yahoo Finance #1 50% #2 MSN Money, #3 Dow Jones & Company, #4 AOL Money & Finance, #5 CNN Money omg! #1 50% #2 TMZ, People, #3 E!Online, #4 Zimbio Shine #1 50% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar Yahoo Screen #2 8% #1 Youtube, #3 Vimeo, #4 Hulu, AOLOn Yahoo Travel #2 19% #1 TripAdvisor, #3 MSN Travel, #4 HuffPost Travel Source: Path to Conversion, Yahoo & Compete Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue Yahoo Confidential & Proprietary
  • 41. 4141 Yahoo Sites directly drive a significant proportion of Airline Reservation prospects, starts and completed reservations vs. the competition Direct Referrals Path to Conversion: Display Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Southwest, Delta, United, American Airlines and JetBlue Yahoo Confidential & Proprietary PROSPECTS START COMPLETED D I R E C T R E F E R R A L S Drove 50% Airline Reservation Prospects Drove 51% Airline Reservation Starts Drove 49% Airline Reservation Completes Yahoo Sites 1.7M Microsoft Sites 521K Google Sites 291K AOL Sites 447K Facebook 333K Yahoo Sites 4.6M Microsoft Sites 1.5M AOL Sites 1.2M Facebook 1.0M Google Sites 820K Yahoo Sites 637K AOL Sites 217K Google Sites 135K Microsoft Sites 203K Facebook 95K
  • 42. 4242 Yahoo Sites directly refer qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites Direct Referrals from Yahoo Sites: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S 11.1M 3.2M 4.1M 2.9M 5.2M 1.2 M 676K 847K 482K 1.7M 580K 490K 402 K 48K 1.9M PROSPECTS START COMPLETED
  • 43. 4343 Yahoo-Bing Search drives 40% of search based conversions Direct Referrals: Path to Conversion: Search Sites D I R E C T R E F E R R A L S Drove 41% Airline Reservation Prospects Drove 41% Airline Reservation Starts Drove 40% Airline Reservation Completes PROSPECTS START COMPLETED Yahoo Bing 2.0M Google Search 2.8M Ask 77K Yahoo Bing 6M Google Search 8.6M Ask 220K Yahoo Bing 640K Google Search 923K Ask 35K Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Southwest, Delta, United, American Airlines and JetBlue Yahoo Confidential & Proprietary
  • 44. 4444 Yahoo-Bing directly refers qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites Direct Referrals from Yahoo|Bing: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G 12.8M 4.5M 5.7M 3.9M 6.1M 1.4 M 900K 1.1M 600K 1.6M 570K 560K 420 K 90K 3.1M PROSPECTS START COMPLETED
  • 45. 45Yahoo 2014 Confidential & Proprietary. 45 Summary of Findings • 64% of airline converters visited Yahoo in 30 days prior to submitting a reservation • Yahoo Display Sites (excludes Yahoo Search) directly drive 49% of airline reservation completes • Yahoo/Bing Search drives 40% of airline reservation completes Consumers who purchase airline reservations are more likely to come from Yahoo vs. the competition COMPLETE
  • 46. 46 P R E S E N T E D B Y T E N N I T H E U R E R ⎪ J u n e 5 , 2 0 1 4 The New Canvas: Native Advertising and Content Marketing
  • 47. 4747 Travel brands are looking for ways to increase brand engagement to fuel their purchase funnel.
  • 48. 4848 Hotel brands have been embracing content marketing for years… Content marketing in travel
  • 49. 49 Travel brands are content creators Content marketing in travel today
  • 50. 50 Digital media landscape is completely transforming Explosion in content available online Consumers seeking quality content they can trust CONTENT Increasing bandwidth, better screen tech More engaging formats like gorgeous pictures & hi-def video TECHNOLOGY Mobile & desensitization to “stickers on a page” Shift to more valuable native ads that enhance experience ADVERTISING
  • 51. 5151 Yahoo delivers native advertising seamlessly integrated into our content In streamMagazines
  • 52. 5252 Introducing Digital Magazines: Our Verticals. Re-Imagined.
  • 53. 5353 Each Magazine Features Industry leading editors Premium partners Select user generated content Gorgeous pictures, video Modern, responsive tiles Mobile, tablet and desktop Behaves like content Pictures, videos, articles… Built for social amplification BEST-IN-CLASS CONTENT STUNNING DESIGN ENGAGING, NATIVE ADS
  • 54. 5454 Industry Leading Editors David Pogue Sarah McColl Paula Froelich Bobbi Brown Joe Zee TECH FOOD TRAVEL BEAUTY FASHION Josh Wolk MOVIES
  • 55. 5555
  • 56. 5656
  • 57. 575757
  • 58. 5858
  • 59. 5959 Innovative Advertising Canvas
  • 60. 6060 Innovative Advertising Canvas Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online
  • 61. 6161 Innovative Advertising Canvas
  • 62. 6262 Innovative Advertising Canvas FOR CONCEPT ONLY. SUBJECT TO CHANGE PER YAHOO SPECIFICATIONS.
  • 63. 6363 Yahoo users are avid sharers of travel content Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online % of Yahoo users who share topics they are passionate about online 54% 50% 46% 42% 41% 38% 37% 31% 20% Sports Travel Food Fashion Politics Tech News Beauty Finance
  • 64. 6464 In streamIn articleInterstitial New native ad formats available through Yahoo Gemini Innovative Advertising Canvas
  • 65. 6565 Tumblr is where travel enthusiasts seek and share their next getaway
  • 66. 6666 ONE POST. MULTIPLE TOUCHPOINTS.
  • 67. 67 What does this mean for travel brands?
  • 68. 6868 Yahoo will help brands be smarter about their content marketing Yahoo can answer these questions “It’s too expensive” “Not enough people see it” “I don’t know what content to make” “It’s hard for me to tell if it’s working” “I don’t know how to get it in front of the right people”
  • 69. 69 Content Marketing: Flow of Content YOUR CONTENT DIRECTED BACK TO YOUR TUMBLR BLOG DISTRIBUTED ACROSS PLATFORMS & DEVICES Tumblr content • Text, Image, Video TUMBLR PAGESPOSTS STREAMS Consumers consume content on your Tumblr branded environment. Engagement and social actions available on Tumblr further enhance engagement.
  • 70. 70 70 With proven results Campaign on Yahoo Food increased purchase and brand metrics for a brand’s core target Source: Yahoo Internal Case Study Data / Millward Brown Digital, March 2014 LIFT +46% +39% +35% +47% ONLINE AD AWARENESS PURCHASE INTENT - (TOP 2 BOX) ENJOYED BY WHOLE FAMILY HAS A VERY GOOD TASTE
  • 71. 71 71 With proven results Leading to branded and non-branded search lift Source: Yahoo Internal Data Branded and Non Branded Search terms based on Brand X keyword bidding +223%BRANDED SEARCH +246%NON-BRANDED SEARCHLIFT
  • 72. 7272 Source: Yahoo & Insight Express Custom Native Ad Video Study, March 2014 With proven results Campaign on Yahoo Tech increased key metrics across the funnel Persuasion Metrics BRAND FAVORABILITY 50% PURCHASE INTENT 28% RECOMMENDATION INTENT 6%
  • 73. 73Yahoo 2014 Confidential & Proprietary. 73 Yahoo Advertising is the only unified digital advertising solution in the market. Yahoo brings it together Across devices and formats with robust analytics. Buy direct or programmatically. PREMIUM AUDIENCE NATIVEVIDEO SEARCH
  • 74. 74 P R E S E N T E D B Y T E N N I T H E U R E R ⎪ J u n e 5 , 2 0 1 4 Visit advertising.yahoo.com Contact your Yahoo account representative or call our sales team at 866-747-7327 for more information Thank you!
  • 75. K Visit advertising.yahoo.com or call Yahoo’s sales team at +1 866 747 7327 for more information Replay and presentation from today’s webinar will be available at www.tnooz.com Thank you!