Mobile Media Session: Jamie Wells


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This session will feature three major leading mobile marketing organizations revealing insights and live demonstrations of what works in mobile marketing. From building brand awareness to attracting leads and booking sales, this panel will show real market programs that deliver ROI.

Published in: Travel
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  • One of the main reasons I wanted to attend the Travel Com conference was to learn as much as possible about mobile media. I needed to understand it better and go home knowing 'how to' implement it. This session only addressed 'why to' implement it.
    Felicia Fairchild, Exec. Dir. Saugatuck-Douglas CVB
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Mobile Media Session: Jamie Wells

  1. 1. Mobile Media & The Travel Industry Consumer Behavior Common Industry Use Cases Mobile Search & Display Media Amtrak Case Study
  2. 2. Microsoft Mobile Advertising Targetable, Premium Content at Scale bl i l Display & Search Application/Video New Ad Products Reaching over 54% the Mobile Internet Source: Nielsen Mobile, Dec 2009 2
  3. 3. Booking Travel Via Mobile is On the Rise Mobile Internet users are actively engaged in Among mobile Internet users, what are the typical behaviors for Travel related purchases? travel activities1 • 27% use their mobile phone once a week or more to make travel arrangements 39% • 17% have booked travel reservations in the past 12 months 2 26% • 4 in 10 are more likely to shop at stores offering digital travel coupons 12% Feature rich devices continue to drive travel related purchases to mobile - smartphone growth up 63% year-over-year (comScore, Aug 2009) Clicked on mobile Very comfortable Will shop at retail travel ad making mobile outlets offering travel purchases digital travel coupons Sources: 1 ROI Research, Inc. & Microsoft “Future of Mobile”, November 2009 3 2 "Mobile Internet Shopping Trends", August 2009
  4. 4. Mobile Appeals to both Business and Leisure Travelers 4 Source: Forrester, 2009
  5. 5. Popular Mobile Solutions for Travel Mobile Media can Drive Results for Most Major Travel Verticals Hotel Reservations Airline Check-in /Loyalty “Perishable” Promos Mobile Airport Check-In Summer Cruise $200 OFF Book a Room & get an FREE UPGRADE! Extra Night FREE Waikoloa Beach Marriott Get Extra Night FREE Flight Ch k i Fli ht Check-in on your phone h Sunny Getaways Compare Rates Flight Status Destinations Special Offers Special Offers Special Offers Reservations Reservations Reservations Hotel Locator Check-in Photo Gallery 5 Graphics FPO
  6. 6. Demo Device Targeting Targeting 3rd Party Impression Tracking Mobile Display Media Familiar Targeting and Campaign Options Frequency Day Part Capping Targeting Geo Carrier Targeting Targeting Behavioral Targeting 6
  7. 7. Mobile Behavioral Targeting Some Travel-Related Mobile BT Segments S T l R l t d M bil S t o Airfare Seekers • Florida Travelers • Asia Travelers • Hawaii Travelers • Austr & S.Pac Travlrs o Hotel Seekers Business Travelers Business Travelers • Las Vegas Travelers Las Vegas Travelers • California Travelers • Los Angeles Travelers o Car Rental Seekers • Mexico Travelers • Caribbean Travelers • New York City Travelers o Cruise Seekers • Romance Travelers • Europe Travelers • South America Travelers Family Travelers • Winter Dest Travelers  7
  8. 8. Building Mobile Behavioral Targets How D H Does Mi Microsoft Fi d A di ft Find Audience? ? By blending information from some of the following unique data sources: PC Web Network PC Web Keyword Microsoft Profile Data Site Visits Search Network Data • Hotmail Newsletters • Hotmail Featured Letter Offers • Xbox Live Subscription Data • Microsoft Office • Microsoft Office Live • Microsoft TechNet • And Others 8 No personally identifiable information is tracked or stored by Microsoft in the behavioral targeting process.
  9. 9. Mobile Search Keywords for Travel Bing mobile app Top 30 Keyword List hotels airline tickets continental airlines cheap flights cheap hotels new york city holiday inn dallas las vegas seattle expedia hotels american airline extended stay reservation orlando texas los angeles miami priceline hotels airlines new york motels choice hotels marriott hotels cheap airline tickets california chicago hilton hotels Top 3 KWs: hotels, continental hotel california doubletree hotel airlines, cheap hotels 9 Graphics FPO Note: See Top 500 Keyword List for Travel File
  10. 10. 10 Graphics FPO
  11. 11. Amtrak’s Mobile Strategy for Acela Location, Device, High-Performing Media , , g g Reach business travelers in the Media N.E. Corridor to drive high CTR Challenge and mobile bookings DMA: Boston, NY, Philadelphia and Washington D.C. Microsoft’s Mobile Media Device: All Smartphones e ce S a tp o es Solution Geo-Targeted Media: 11
  12. 12. Amtrak’s Mobile Strategy for Acela Location, Device, High-Performing Media , , g g Results CTR North of 2.5% for on Verizon Wireless On-Deck To Date Nearly 1% avg. CTR for all placements Weather targeted mobile media, especially On-Deck Preliminary with Verizon, provides a contextually relevant, ad Insights I i ht friendly environment 12
  13. 13. On Track for the future of mobile Amtrak’s Targeting Outlook Reach Consumers based  Advertising based on  Reaching a user during a  on mobile web behavior users exact location weather storm or traffic  congestion to advocate Acela ti t d t A l 13