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FinalPresentation

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FinalPresentation

  1. 1. Kylee Lessard Ad Sales Intern April 15, 2015 @
  2. 2. Agenda • Background • Brand • Target Market • Competition • Current Advertising • Opportunities @ Viacom • Conclusion • Q&A
  3. 3. Background • Headquarters: San Francisco, CA • Timeline: • 2007: Startup • 2011: 1st acquisition, intl. office • 2012: Overtakes Hilton • 2014 revenue: $425 M • Goal: $20 billion valuation Sources: Piper Jaffray, Wall Street Journal
  4. 4. Brand • “Belong Anywhere” • Company values • Hospitality & experience • Website as inspiration
  5. 5. Target Market • Age 18+ • Core demo: millennial travelers • Goal: business and family travel • Target profile: • Travelers on any budget • Homeowners on any budget • Appreciative of diversity, unique experiences
  6. 6. Competition • Traditional hotels, hostels • Vacation rental competitors • Direct competitor: HomeAway • 2014 revenue: $446M Source: HomeAway
  7. 7. Current Advertising • 2014 budget: $7M total • Mainly digital • Spending in travel, news, music, fan fiction • 1st TV ad in 2013 • 1st global campaign in 2014 0 1 2 3 4 5 6 7 8 2012 2013 2014 Millions Total Spend Digital Linear Source: Kantar
  8. 8. Belong Anywhere
  9. 9. Opportunities @ Viacom • Objective: $20B valuation • Viacom value = brand association & increased awareness • Plan: compound digital & expand linear • Comicon SuiteStakes • Workaholics integration • Programmatic
  10. 10. • Scalable digital campaign • Fit: age, theme, influential techies • Digital, mobile, social drivers • +40% travel booked on mobile • MTV: 21.8M social followers • OTG activation Comicon SuiteStakes Source: Venture Beat, Nielsen Social
  11. 11. Workaholics Custom Content • Fit: age, HHI, influential travelers • Idea: digital, mobile content + social drivers • 148M social followers • 105M monthly streams online “Neighbors” integration Source: 2013 Travel Category Report, 2014 Programming Update
  12. 12. Programmatic • Current: open exchange • Proposal: private exchange with Viacom • Priority • Transparency • First party data • Fraud protection • Goal: efficiencies & maximization
  13. 13. Conclusion 1. Airbnb can “Belong Anywhere” in the Viacom ecosystem 2. Digital company  digital spend  digital campaign 3. Start small & scale up
  14. 14. Questions? Opportunity awaits… …with Airbnb

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