SAScon Market Focus – Travel - Daniel Robb

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SAScon Market Focus – Travel - Daniel Robb

  1. 1. Sascon 2011<br />Daniel Robb, Industry Leader- Travel<br />Google UK<br />
  2. 2. Agenda<br />1. Search dynamics – The core of your online strategy<br />2. Mobile First – Be where your customers are<br />3. Just Add YouTube – Supercharging TV advertising<br />4. The Google Display Network – Performance at scale<br />
  3. 3. Search Dynamics – The core of your online strategy<br />
  4. 4. Global online travel bookings set to accelerate <br />One Thirdof the world’s travel sales will be made online by 2012<br />+22% growthin the value of the online travel segment, 2012 vs. 2010<br />$313 billionthe predicted value of 2012 global online travel bookings <br />Source: PhoCusWright: Global Online Travel Overview, April 2011<br />
  5. 5. People visit 15 sitesover 15 sessions <br />and spend 2hr 14mins<br />before booking travel<br />
  6. 6. The UK online travel market in numbers <br />January - March 2010<br />There are over 28.7 million people in the ‘Travel’ Market<br />Search is an important part of the customer journey. 22.2mor 77% use search at anytime throughout their journey, increasing to 92% of those that purchase<br />22.2m<br />Based on those that search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event<br />N<br />GENERIC<br />90% of searchers that purchased used Generic terms<br />1.5<br />People who click on sponsored links are 1.5 times more likely to make a purchase<br />
  7. 7. Dynamics of the UK online travel market<br />Q1 2011: +24% YoY growth whereas CPCs remained relatively constant<br />Cost per click<br />Torso<br />2011 Growth in queries in all segments, CPC erosion in major traffic drivers balanced by increased auction intensity in tail <br />Brand<br />Tail<br />Query volumes<br />Source: Google Internal<br />
  8. 8. Mobile First – Be where your customers are<br />
  9. 9. April 2010 <br />24% <br />4%<br />218%<br />2011<br />36% of the UK now have smartphones<br />15%UK Queries coming from mobile<br />176%YOY growth<br />Source: IAB Mobile Adspend Study, April 2010<br />
  10. 10. Mobile Complements Desktop & Is Always On<br />MOBILE<br />Daily ViewDesktop Searches vs. Mobile Searches<br />Weekly View Desktop Searches vs. Mobile Searches<br />Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010<br />
  11. 11. Q1 2011growth: UK travel queries on Mobiles<br />MOBILE<br />+152% YoY<br />+133% YoY<br />+181% YoY<br />+141% YoY<br />Source: Google Internal Data<br />
  12. 12. Just Add YouTube – Supercharging TV advertising<br />
  13. 13. Dream<br />13<br />69% of business travellers are looking at video when looking to book travel<br />
  14. 14. Online Video is a phenomenon <br />35<br />85<br />Million people in the UK watch online videos every month<br />% reach of the UKonline population<br />6<br />Billion videos are being watched each month<br />17<br />hours of online videos per person per month<br />Source: ComScoreUK, Dec 2010<br />
  15. 15. And YouTube is leading the way<br />18<br />46<br />20<br />Million monthly unique users on the YouTube website<br />% reach of the online Population<br />million hours spent on theYouTube site every month<br />Monthly unique users<br />Total hours spent on site<br />Monthly Unique Users<br />Source: UKOM, Feb 2010Please note: Nielsen only measures Unique Visitors to YouTube, embedded video views are not included. <br />
  16. 16. Light TV viewers are online<br />Daily Reachof light TV viewers (less than 16hrs of TV per week) <br />Breakfast<br />Daytime<br />Coffee<br />Pre Peak<br />Early Peak<br />Late Peak<br />Post Peak<br />Daily reach in %<br />Online<br />TV<br />Time of Day<br />Source: YouTube Media Consumption Study , Light TV Viewers = 0-16 hrs TV per week, n=213<br />
  17. 17. A thirdof YouTube ABC1 menhadno TV exposure<br />Target Audience: ABC1 Men, 22-55Client: SamsungBudget Mix:YouTube 5%, TV 95%<br />4%additionalYouTube reach <br />Television<br />65% reach<br />12% reach<br />Ad Format: YouTube Masthead<br />Source: UK Media Efficiency Panel 2010<br />
  18. 18. The Google Display Network – Performance at scale<br />
  19. 19.
  20. 20. Most powerful way to reach your audience<br />Context<br />Target based on where your audience isOptions: Keyword Contextual Targeting, Placement Targeting, Category Targeting<br />Audience<br />Target based on who your audience is<br />Options: Demographic & Interests Targeting, Category Targeting, Remarketing, Similar Users<br />+<br />Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010<br />

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