Online marketing and distribution

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Online marketing and distribution

Online marketing and distribution

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  • 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn Online Marketing and DistributionWorld Travel Market November 2007Francesca EcseryUK General Manager -Cheapflights
  • 2. The internet…. “Are we there yet?” www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 3. First and foremost 9hrs 56 mins More and more people are 10 8hrs 40 using the internet every year mins 7.5 People have been spending an extra 1 hour 16 minutes Hours each month on the internet 5 since 2001 in the UK 16-24 year olds spend 11 2.5 hours 20 minutes per month on the internet in the UK (average: 9 hours 56 minutes) 0 2001 2006 2005 Year Source: Ofcom research, April 2007 www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 4. Changing media consumption Question: Compared with a year ago, how much time do you think you spend today using…? 71 61 57 54 54 52 45 41 39 38 % 36 35time 27 25 14 14 10 11 7 7 2 More tim e About the sam e tim e Less tim e Internet Cinema Radio TV Local Press Magazines National Press Source: IAB/RAB Media Conjunction Study 2006 www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 5. Traditional media in decline  Travel companies are increasing their online marketing budgets  Research suggests:  Overall, TV viewing has deteriorated the most as a result of more people being online  More young people are turning away from newspapers and magazines www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 6. UK advertising growth rates 2006 70 % growth 66 60 50 40 30% 20 10 5.8 3.6 1 0 -5.1 -4.8 -3.9 -4.4 -10 TV Outdoor Classified press ads Radio Magazines Internet Direct Mail Local Press Source: WARC & Advertising Association / IAB 2006 www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 7. The result www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 8. Driving business to your website Offline  Ambient marketing  Mass market TV, Radio, Outdoor , Press  Sales promotion  PR Offline  Radio / specialised TV  Direct mail  Classified Press Online  Graphical Display from any site  Email marketing  Affiliate marketing /syndication  Social Media  Natural Search on Google / Yahoo/ Msn  Pay per click advertising on specialist websites www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 9. Search Specialization in Key Categories Jobs Books Dating Movies For Sale Travel www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 10. Travel advertising options Search Live-Search Deals Publishers Travel Guides “Meta-Search” “Mega-Search?” “Community” PPC PPC, CPA & CPM PPC & CPM PPC & CPM All offer an advertising platform www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 11. Advertising options – search www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 12. Advertising options – meta-search www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 13. Advertising Options – travel guides www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 14. Advertising options – deals publishers www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.caWTM ExCeL London November 2006
  • 15. UK Online Advertising spend Number of Travel sites in the UK : 2,466 travel websites  Source : Hitwise October 2007 CFUK Share of UK Online Travel Ad Spend 7.26%  Source: IAB October 2007 www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 16. Who is Cheapflights?We are the media company which, in 1996, pioneered online flight pricecomparison Unique Users January 1999-2007 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 1999 2001 2003 2005 2007 * * (excludes CA, CHD, CSB) www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 17. Cheapflights.co.uk Overview  UK’s largest travel price comparison site  Largest lead driver to the UK travel industry after Google  Over 3.25 million Unique Users (abcE audited)  1.1 million opt-in email  Travel sector dedicated; it’s all we do  40+ years travel expertise in team * Hitwise market data www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 18. Top 10 UK Travel Site (Hitwise) www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 19. Top traffic driver for Travel Agencies www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 20. Tope traffic driver for Airlines www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 21. Long tail of advertisers Traditional Media Cheapflights www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 22. Long tail of advertisers Traditional Media Cheapflights www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 23. What we can deliver for our airlinepartners . . 8% of XL Airway’s traffic 4% of KLM’s traffic 3% of flybmi’s traffic 3% of BA’s traffic www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 24. What we can deliver for our travelagent partners . .6.6% of Flight Centre’s traffic 15% of Opodo’s traffic 7.5% of Airline Network 4% of STA Travel traffic www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 25. Current Product Range 1. Deals Offer Pages,  Premium –  Standard positions www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 26. Current Products Range 1. Deals Offer Pages,  Premium –  Standard positions 2. Booking engine  Search by date  Deep-links directly into airline online booking systems  High volumes of traffic www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 27. Current Products Range 3. Targeted Graphical advertising  Extremely targeted branding placements  Industry beating response rates & conversions to sale  Banners, Skyscrapers and badges  CPM & CPA (for key clients) www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 28. Current Products Range 1. Deals Offer Pages,  Premium –  Standard positions 2. Booking engine  Search by date  Deep-links directly into airline online booking systems  High volumes of traffic 3. Targeted Graphical advertising  Extremely targeted branding placements  Industry beating response rates & conversions to sale  Banners, Skyscrapers and badges  CPM & CPA (for key clients) 4. Hand Picked Deals  Promote your best offers on our “top deals” page www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 29. Current Products Range 1. Deals Offer Pages,  Premium –  Standard positions 2. Booking engine  Search by date  Deep-links directly into airline online booking systems  High volumes of traffic 3. Targeted Graphical advertising  Extremely targeted branding placements  Industry beating response rates & conversions to sale  Banners, Skyscrapers and badges  CPM & CPA (for key clients) 4. Hand Picked Deals  Promote your best offers on our “top deals” page 5. Newsletter  100% fully opted-in list of over 1.1 million users  Average open rates of 28%, compared to industry average of 15%  Average click rate of 7%, compared to industry average of 1%  Dedicated travel audience who have actively chosen to be approached about travel-related deals and information www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 30. Newsletter Incremental sales www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 31. Current Products - recap 1. Deals Offer Pages,  Premium –  Standard positions 2. Booking engine  Search by date  Deep-links directly into airline online booking systems  High volumes of traffic 3. Targeted Graphical advertising  Extremely targeted branding placements  Industry beating response rates & conversions to sale  Banners, Skyscrapers and badges  CPM & CPA (for key clients) 4. Hand Picked Deals  Promote your best offers on our “top deals” page 5. Newsletter  100% fully opted-in list of over 1.1 million users  Average open rates of 28%, compared to industry average of 15%  Average click rate of 7%, compared to industry average of 1%  Dedicated travel audience who have actively chosen to be approached about travel-related deals and information www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 32. Why is it better to do it with CF  We are the first price comparison website  Have proven ROI to our advertisers  Increase brand awareness as opposed to general search  Expertise gathered over 11 years of leadership positions  Here to stay as have been profitable since day one  After Google, we are driving the most lead to the travel industry in the UK - above Yahoo, travelsupermarket and tripadvisor (Hitwise data 08/09/2007)  CF will drive traffic to your lowest cost channel  No commissions  No GDS fees  Highly self sufficient portal  Airlines & travel agents still own the consumer  Global ambitions ( UK, USA, Canada, GE, ….) www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
  • 33. Contact usFrancesca Ecsery : UK General Manager Francesca.Ecsery@Cheapflights.com Orone of our sales team: Sales@cheapflights.com www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca