Deb O'Sullivan, Head of Strategic Sales at Microsoft Search Advertising, presented on Illuminating The Consumer's Digital Travel Journey.

2. Rivers of
Knowledge

4. Microsoft is transforming

6. 32%
United States
2x growth
14.8%
Canada
2x growth
14.2%
Australia
2x growth
21.3%
United Kingdom
3x growth
Microsoft Search Network powers
Search Share1 and Growth2 (2011-2016)

7. Source: Nielsen Consumer & Media View, National Online database (Jan – Dec 2015); Nielsen Online Ratings for November 2015
*Total Population = All Australians 14 years and over – includes both online and offline population
Survey questions asked to the respondents: : Which of the following activities have you used the Internet for in the past month?, Please indicate which of the following mobile phone activities you have done in the past 30 days.
Attended Uni
21.7%
Microsoft
18.9%
Google
Aged 35 – 54 years
45%
Microsoft
42%
Google
25%
of our audience
is unique to
Microsoft Search

8. Worldwide conversion rates,
by format & device, Q3 2016
Among campaigns analysed by Marin Software1
Smartphone Tablet Desktop
Search
4.81% 7.13% 8.55%
Social -
0.98% 1.95%
Display
2.35% 3.62% 4.78%
Source: Marin Software: “The Q4 2016 Performance
Marketer’s Benchmark Report” Dec 2016

10. Multi-Source Proprietary
Behavioral Data
Customer Decision
Journey Insights
Recommendations

11. OTAs
Reviews
Accommodation
Search
Meta Search Site
Airlines
Thickness of the path indicates weight of the relationships between the nodes

12. 8-10
2 in 5
36

13. Airlines
Meta Search
Hotels
Reviews
Cruise
OTA90%
78%
62%
78%
61%
19%
% of users

14. 78%
62%
78%
61%
19%
20%
12%
11%
9%
2%
Airlines
Meta Search
Hotels
Reviews
Cruise
90%
% of users
42%
% of user actions
OTAOTA

15. OTA15.0
Travel Agent7.6
Accommodation7.5
Meta Search7.0
Airlines6.0
Reviews5.4
Cruise5.0
Car Rental3.5
Average
Dwell Time
(min) Activity
Average
Dwell Time
(min) Activity

16. Inspire
Research
Book
OTA
27%
Hotels
2%
Search
25%
Review
11%
Meta
13%
Airlines
15%
Airline
36%
Search
11%
Meta
13%
OTA
26%Review
11%
Hotels
2%
OTA
41%
Airlines
23%
Hotels
5%
Search
6%
Review
11%
Meta
10%

17. Who’s Jerry?
Jerry
Persona 82
40 days25-35

18. Behaviours
Jerry
Persona 82
Google
PayPal

19. Jerry
Persona 82
Research
• Bargain/deal hunting
• Comparing
different brands
• Alternative evaluation
• Reviews
• Product, price,
convenience
Book
• Metasearch
• OTA
• Accommodation
• Flights
• Making an
informed choice
Jerry
Persona 82
• Searches of
destinations
• Brand is not top of mind
• Process is unstructured
Inspire

20. • Searches of
destinations
• Brand is not top of mind
• Process is unstructured
Inspire
5 best places to
visit in New Zealand Croatia
Rent a car in Croatia
travelogx Croatia
What other people
say about Croatia 2016
Crete Greece
(Greek Islands)
South Africa pictures
St Tropez tourism
(Close to Nice, SE France)
How to say price
in Croatian
Mallorca Spain (Islands)
Kos Greece
(Greek Islands)
Louvre Paris
entrance fee
• Searches of
destinations
• Brand is not top of mind
• Process is unstructured
Inspire

21. a
Research
• Bargain/deal hunting
• Comparing
different brands
• Alternative evaluation
• Reviews
• Product, price,
convenience
Burberry mens
gunmetal grey watch
$ → €
Okuklje Bay Croatia
Spiaza Susak Croatia
Flights from
Adelaide to Croatia
farecompare.com
jetcost.com.au
expedia.com.au
tripadvisor.com.au
momondo.com.au
skyscanner.com.au
kayak.com.au
qatarairways.com

22. Book
• Metasearch
• OTA
• Accommodation
• Flights
• Making an
informed choice
More GoPro
accessories
Europe vacation
travel video guide
Awesome Adventures:
Croatia
Hotel Amfora Hvar
Last minute deals
Mykonos
expedia.com.au
tripadvisor.com.au
edreams.com.au
booking.com
trivago.com.au
lastminute.com.au
hotelscombined.com.au
airbnb.com.au

24. Platform People Path

25. Implication for Marketers
Platform People Path