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Melbourne Cup 2016Bing Ads Australia

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OverviewOverall industry impactSports bettingAir travel and accommodationApparel and accessoriesTips and actions

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Impact of theSpring Carnival2015-2016

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There are 6 million horse-racing enthusiasts in Australia (30.2% of Australians).Theyre 13% more likely to be Bing users compared to the Australian population

70% are age 40+78%gambled in past 12 months

Source: Nielsen Consumer & Media View National Database, Apr '15 - Mar '16 | Base: 14+.*Horse Racing Enthusiasts: response to interested in horse racing or must see/always try to watch Melbourne Cup on Free to Air TV.

1/2 prefer internet when they need information2/3 prefer ads give them pricing point71% check internet to plan trips39% use internet to plan shopping

Page 4Bing SMB Advertisers Search Ads9/30/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Bing continues to gain search share in AU

USERS CHOOSE BING

INDUSTRY CHOOSES BING

SHARE GROWTH

11.4% Bing Network share

11.4%

6.0%

6.7%

9.4%

10.1%10.8%

5.5%March 15June 15July 15Aug. 15Dec. 15Dec. 14Sept. 15

6.8%Bing and Microsoftsearch sitesLaunch of Windows 10 June 16Source: comScore Explicit Core Search (custom), June 2016. Bing Network includes Microsoft Core Search sites and partner sites in AU.

Key Message: Microsoft is committed to growing volume in AU, proven by doubled market share over the past 18 months.

As Bings platform becomes more pervasive across Microsoft products and devices, we continue to gain incremental search share every quarter, largely boosted by the launch of Windows 10 back in July 2015.

Page 5Bing SMB Advertisers Search Ads9/30/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

IncomeMajority with household incomes over $75K

Education70% attended University or hold degrees from University or higher

AgeMature user base with 81% older than 35

The Bing audience profileSource: Nielsen Online Ratings Hybrid, Jan 2016 (previously NetView, MarketView, Answers, NetRatings or Online Ratings).

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Click volume in relevant Melbourne Cup terms during the Spring Carnival season1ClicksAVG.CPC

KeywordBing CPCGoogleCPCBing is more cost effective by %Melbourne Cup$1.49$1.7719%Spring Carnival$0.71$1.97177%Horse racing$0.70$9.661280%

Cost-per-click comparison2Spring Carnival: Click volume nearly doubled same time last year

1. Microsoft internal data, AU search volume, 2013-2015. 2. Position 1 Bidding for Head Terms using Bing Ads Intelligence and Google Keyword Planner Tool Sep-Nov 2015.

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Bing predictsBing curates the best content from across the web, draws on exclusive data from our partners and makes powerful predictions on the sports that Aussie consumers love.For the Melbourne Cup, our predictions drive up user engagement on Bing for the race that stops the nation.Consumer marketingOur Melbourne Cup marketing campaign will bring users to Bing at scale. Native ads, CRM, social and display advertising will capitalise on the interest in the race in the lead up to the big day.The Melbourne Cup on Bing.com

2016 Microsoft Corporation. All rights reserved. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.9/30/2016 9:02 AM8

Sports betting2015-2016

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Last year, Bing.comgained 60% increase in click volume from the Bing sports betting audience. With 18% mobile share (smartphone +tablet) sports betting industry experiences up to 3x search growth through season.

Source: Microsoft internal data, AU search volume (including CPC, clicks, device share) Sep-Dec 2015.

31 Aug. - 6 Sept.7-13Sept.14-20Sept.21-27Sept.28 Sept. -4 Oct.3 Nov.-8 Nov.5-11Oct.12 Oct.-18 Oct.19 Oct.-25 Oct.26 Oct. -2 Nov.9-15Nov.16-22Nov.Sports betting searches indexed to the average weekly volume+56%+19%+297%Consumer interestbegins inOctober and peaks onMelbourne Cup DaySearch shareby device+6%Turnbull StakesMelb. CupCaulfield CupCox PlateVIC Derby

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Top three search-driving events: Melbourne Cup, Victoria Derby Day and Turnbull Stakes Day.Melbourne Cup week generated the largest search volume growth (+297%) as well as the highest level of competition among advertisers.

31 Aug. - 6 Sept.7-13Sept.14-20Sept.21-27Sept.28 Sept. -4 Oct. 3 Nov.-8 Nov.5-11Oct.12 Oct.-18 Oct.19 Oct.-25 Oct.26 Oct. -2 Nov.Sports bettingSearch volume index+56%Gambling searches peak on Melbourne Cup Day

Source: Microsoft internal data, AU search volume Sep-Dec 2015.TIP: Ensure you have budget early on and increase your bids on key racing days to take advantage of Spring Racing Carnival peaks.

+297%+23%+19%+6%+37%

+6%Turnbull Stakes Melb. CupCaulfield CupCox PlateVIC Derby

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Monitor budget and bids at peak hoursSource: Microsoft internal data, AU search volume Sep-Dec 2015.TIPS: Utilise bid modifiers to tailor your bidding strategy on time and device.Increase campaign budgets on Melbourne Cup Day to embrace the huge traffic gain.Melbourne Cup Day10:30 a.m. 2:00 p.m. growth in search trafficSearchesCTR6.8x13%6.4x8%4.1x11%

Other racing days2:00 p.m. 4:00 p.m. growth in search trafficSearchesCTR2.9x13%2.8x10%1.9x9%

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Spring Carnival season search queries - Generic search share

Generic searches are heightened on Melbourne Cup Day

Source: Microsoft internal data, AU search volume Sep-Dec 2015.92% of searches in sports betting industry are non-branded terms. Generic search share becomes the highest (95%) on Melbourne Cup Day.TIP: Make sure your ads stand out from generic searches during the whole Melbourne Cup Carnival period. Expand your keywords list to cover key racing event names, horse names, trainers, etc. Turnbull StakesMelb. CupCaulfield CupCox PlateVIC Derby

--Examples onGeneric: +Melbourne cup, +horse racing results etc.Branded: +tab, +sportsbet, tattsbet etc. 13

Racing related query searches indexed to non-Melbourne Cup season+Melbourne Cup+other racing event names+horse namesTurnbull Stakes WeekMelbourne Cup Week5-11Oct.Caulfield Cup WeekCox Plate WeekVIC Derby WeekSpring Carnival related terms surge up to 245x more in demand

Source: Microsoft internal data, AU search volume Sep-Dec 2015.+Melbourne Cup related terms receive the largest search traffic gains when it approaches to Melbourne Cup Day.All racing event related queries surge in interest at least three weeks before the racing day.Searches around horse names start from early Oct. and explode during Melbourne Cup Week.TIPS: Create campaigns for key racing events to capture the spikes.Set budgets and finalise campaigns at least 3 week before each race day. 28 Sept.-4 Oct.3 Nov.-8 Nov.12 Oct.-18 Oct.19 Oct.-25 Oct.26 Oct.-2 Nov.21-27Sept.

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5%Unlock your click-through rate potential with ad extensions-PCSource: Microsoft internal data, ad extension insights Sep-Nov 2015.TIP: Equip your PC campaigns with Enhanced Sitelinks to boost click-through rate.

Page 15Bing SMB Advertisers Search Ads9/30/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

5%+15%Unlock your click-through rate potential with ad extensions-Mobile & TabletSource: Microsoft internal data, ad extension insights Sep-Nov 2015.TIPS: Equip your mobile campaigns with Sitelink Extensions and Call Extensions to boost click-through rate.Get App Extensions enabled to turn one-off punters into lifelong customers.+6%+6%+22%

Page 16Bing SMB Advertisers Search Ads9/30/2016 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information

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