SAScon Market Focus – Travel - Daniel Robb

UK Travel Source: UKOM/NetView January-March 2010

Confidential & Proprietary Copyright © 2010 The Nielsen Company

Sascon 2011Daniel Robb, Industry Leader - TravelGoogle UK



1. Search dynamics – The core of your online strategy

2. Mobile First – Be where your customers are

3. Just Add YouTube – Supercharging TV advertising

4. The Google Display Network – Performance at scale

Agenda



Search Dynamics – The core of your online strategy

YouTube Confidential and Proprietary

Source: PhoCusWright: Global Online Travel Overview, April 2011

Global online travel bookings set to accelerate One Thirdof the world’s travel sales will be made online by 2012

$313 billionthe predicted value of 2012 global online travel bookings

+22% growthin the value of the online travel segment, 2012 vs. 2010


People visit 15 sites

over 15 sessions and spend 2hr 14minsbefore booking travel



The UK online travel market in numbers

22.2m

GENERIC

1.5

Search is an important part of the customer journey. 22.2m or 77% use search at anytime throughout their journey, increasing to 92% of those that purchase

People who click on sponsored links are 1.5 times more likely to make a purchase

January - March 2010

There are over 28.7 million people in the ‘Travel’ Market

Based on those that search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event

N

90% of searchers that purchased used Generic terms

http://www.clker.com/clipart-compass-rose-2.html

Google Confidential and Proprietary

Dynamics of the UK online travel market

Source: Google Internal

Q1 2011: +24% YoY growth whereas CPCs remained relatively constant

Brand

Torso

Tail

Cost per click

Query volumes

2011 Growth in queries in all segments, CPC erosion in major traffic drivers balanced by increased auction intensity in tail



Mobile First – Be where your customers are

April 2010 24%

4%

218%Source: IAB Mobile Adspend Study, April 2010

201136% of the UK now have smartphones

15%UK Queries coming from mobile

176%YOY growth


Mobile Complements Desktop & Is Always On

Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010

Daily ViewDesktop Searches vs. Mobile Searches

Weekly View Desktop Searches vs. Mobile Searches

MOBILE


Q1 2011growth: UK travel queries on Mobiles

Source: Google Internal Data

+181% YoY+141% YoY

+152% YoY+133% YoY

MOBILE


Just Add YouTube – Supercharging TV advertising


Dream

13

69% of business travellers are looking at video when looking to book travel


Online Video is a phenomenon

35 Million people in the UK watch online videos every month

6 Billion videos are being watched each month

17 hours of online videos per person per month

85 % reach of the UKonline population

Source: ComScore UK, Dec 2010


And YouTube is leading the way

YouTube BBC iPlayer Channel 4oD ITV Player MSN TV Sky Player

20,000K

1K 0.5K 0.3K 0.1K 0.2K

18.0M

6.6M

2.0M 1.7M 1.2M0.6M

Monthly unique usersTotal hours spent on site

18 Million monthly unique users on the YouTube website

46 % reach of the online Population

20 million hours spent on theYouTube site every month

Source: UKOM, Feb 2010Please note: Nielsen only measures Unique Visitors to YouTube, embedded video views are not included.

Monthly Unique Users


Light TV viewers are online

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am

0

10

20

30

40

50

60

Source: YouTube Media Consumption Study , Light TV Viewers = 0-16 hrs TV per week, n=213

Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak

Online

Dai

ly re

ach

in %

Time of Day

Daily Reachof light TV viewers (less than 16hrs of TV per week)

TV


A third of YouTube ABC1 men had no TV exposure

4% additional YouTube reach

Target Audience: ABC1 Men, 22-55Client: SamsungBudget Mix: YouTube 5%, TV 95%

Television65% reach

Ad Format: YouTube Masthead

Source: UK Media Efficiency Panel 2010

12% reach


The Google Display Network – Performance at scale


Most powerful way to reach your audience

Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010

+Context

Target based on where your audience is

Options: Keyword Contextual Targeting, Placement Targeting, Category Targeting

AudienceTarget based on who your audience is

Options: Demographic & Interests Targeting, Category Targeting, Remarketing, Similar

Users

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SAScon Market Focus – Travel - Daniel Robb