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Media Companies and Daily Deals by Yipit
 

Media Companies and Daily Deals by Yipit

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Keynote presentation at the Daily Deal Summit by @vacanti on how media companies daily deal offerings are performing

Keynote presentation at the Daily Deal Summit by @vacanti on how media companies daily deal offerings are performing

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  • Google offers launched in June in PortlandExpanded to New York, San Francisco, Portland and Oakland in JulyPlanning to expand to 30 more cities
  • It’s still early but Google had a tough august Revenue and revenue per deal declined despite doing 30% more deals
  • Portland is Google Offers’s oldest market In its third month, it had a disastrous August For September, it clearly stepped up its game doing a deal with Fandango and promoting a deal on its home page
  • After a trial period, Amazon Local expanded to various cities in AugustAll Amazon deals say “Sold by LivingSocial”Based on our data, only 20% of deals on Amazon have previously appeared on LivingSocial
  • In Amazon Local’s first month, they are hanging in there doing almost 2.4x more revenue per deal than GooglePeople expect Amazon to sell them stuff and to do so at a great price
  • In Amazon Local’s first month, they are hanging in there doing almost 2.4x more revenue per deal than GooglePeople expect Amazon to sell them stuff and to do so at a great price
  • Yelp’s first deal generated $79K
  • Revenue per deal has been collapsing for YelpNo surprise that Yelp CEO said they would be focusing on higher quality deals by creating a dedicated sales force
  • After four flat months, Yelp had a very disappointing August
  • In the Top 30 markets, based on reported purchased counts, there’s no market where a daily deal site outperforms Groupon in terms of revenueThe closest is LivingSocial in Raleigh generating 70% of the revenue Groupon generates in that marketIn only 5 of the markets does someone generate more than 50% of the revenue Groupon generatesLivingSocial competes by trying to offer more deals like GrouponTravelZoo generates more revenue per deal than Groupon in certain markets but on far fewer deals
  • Groupon’s sole reason to exist is to send you deals. That’s all they do. Therefore, consumers largely trust that this is a good deal.Groupon will cite reviews from popular third-party sites
  • Why should we trust that Google knows what a good deal is?They should explain why they are offering this service. They should explain why this is a good deal based on all of the local data they collect?Why is this a good business? “The Story” section isn’t enough. Where are the reviews? Google collects reviews from all over the web, where are they?
  • Is this a good deal?People trust Amazon as a place to find well-priced items. That authority affects people but they still need to be dong a better job of explaining how they got this deal.Is this a good business?Not doing a good job at all of citing reviews.
  • Again, nothing on why this is a good deal?How did they get this deal?Is this a good business? Yelp has tremendous business authority but they need to emphasize it. This is the best X, see these 5 amazing reviews from our most respected reviewers, etc. The problem is that they can’t be pitching a specific business like this.
  • Is this a good deal?TravelZoo is the “the deal experts”. They’ve been sending deals to people since the 90’s. People trust TravelZoo to recommend a dealIs this a good business?Trickier but notice how TravelZoo puts “NY Mag-Endorsed Spa” front and center. They know how to get people to buy deals.

Media Companies and Daily Deals by Yipit Media Companies and Daily Deals by Yipit Presentation Transcript

  • Daily Deal Summit | September 23, 2011
    Media Companies and Daily Deals
  • How is Google Offers Doing?
  • Google Offers
    3
  • Tough August
    4
    Monthly Revenue
    Revenue per Deal
    (23%)
    (36%)
  • Google Portland
    Portland Monthly Revenue
    Portland Revenue per Deal
    (32%)
    (32%)
    5
  • How is amazon localDoing?
  • Amazon Local
    7
  • August Revenue per Deal
  • Los Angeles August Revenue
    ($in ‘000s)
  • What HappenedTO YELP?
  • Yelp
    11
  • Yelp Revenue per Deal
    12
  • Yelp Monthly Revenue
    13
    (52%)
  • How are Other Media CompaniesDoing?
  • Groupon Domination
    15
    Daily Deal August Performance by Market
    Indexed to Groupon
    Groupon Revenue
    Parity Line
    Deals Run (indexed to Groupon)
    Revenue per Deal (indexed to Groupon)
  • What can they do better?
  • Authority
    Good deal?
    Good business?
  • Google’s Authority?
  • Amazon’s Authority?
  • Yelp’s Authority?
  • TravelZoo’s Authority?
  • Other Factors
    Did other people buy it?
    Just for a limited time?
    Is it exclusive?
    Did their friends buy it?