online marketing and distribution
DESCRIPTION
Online marketing and distributionTRANSCRIPT
Online Marketing and
Distribution
World Travel Market November 2007
Francesca Ecsery
UK General Manager -Cheapflights
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
The internet….
“Are we
there yet?”
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
First and foremost
More and more people are
using the internet every year
People have been spending
an extra 1 hour 16 minutes
each month on the internet
since 2001 in the UK
16-24 year olds spend 11
hours 20 minutes per month
on the internet in the UK
(average: 9 hours 56 minutes) 0
2.5
5
7.5
10
2001 2005
Ho
urs
Year
Source: Ofcom research, April 2007
8hrs 40 mins
9hrs 56 mins
0
2.5
5
7.5
10
2001 2006
Ho
urs
Year
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Changing media consumption
Question: Compared with a year ago, how much time do you think you spend today using…?
71
27
2
14
4541
25
61
14
7
57
36
7
54
39
10
52
38
11
54
35
More time About the same time Less time
Internet Cinema Radio TV Local Press Magazines National Press
Source: IAB/RAB Media Conjunction Study 2006
%
time
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Traditional media in decline
Travel companies are increasing their
online marketing budgets
Research suggests:
Overall, TV viewing has deteriorated the
most as a result of more people being
online
More young people are turning away
from newspapers and magazines
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
UK advertising growth rates 2006
Source: WARC & Advertising Association / IAB 2006
%
3.65.8
-5.1 -4.8
1
-3.9 -4.4
66
-10
0
10
20
30
40
50
60
70
TV Outdoor Classified press ads
Radio Magazines Internet
Direct Mail Local Press
% growth
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
The result
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Driving business to your website
Offline
Ambient marketing
Mass market TV, Radio, Outdoor , Press
Sales promotion
PR
Offline
Radio / specialised TV
Direct mail
Classified Press
Online
Graphical Display from any site
Email marketing
Affiliate marketing /syndication
Social Media
Natural Search on Google / Yahoo/ Msn
Pay per click advertising on specialist websites
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Search Specialization in Key Categories
Jobs
Books
Dating
Movies
For Sale
Travel
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
Travel advertising options
Search Live-Search
“Meta-Search”
Deals Publishers
“Mega-Search?”
Travel Guides
“Community”
PPC PPC, CPA & CPM PPC & CPM PPC & CPM
All offer an advertising platform
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
Advertising options – search
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
Advertising options – meta-search
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
Advertising Options – travel guides
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
WTM ExCeL London November 2006
Advertising options – deals publishers
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Number of Travel sites in the UK :
2,466 travel websitesSource : Hitwise October 2007
UK Online Advertising spend
CFUK Share of UK Online Travel Ad Spend
7.26%Source: IAB October 2007
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Who is Cheapflights?
We are the media company which, in 1996, pioneered online flight price comparison
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
1999 2001 2003 2005 2007
Unique Users January 1999-2007
(excludes CA, CHD, CSB)
**
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Cheapflights.co.uk Overview
UK’s largest travel price comparison site
Largest lead driver to the UK travel
industry after Google
Over 3.25 million Unique Users
(abcE audited)
1.1 million opt-in email
Travel sector dedicated; it’s all we do
40+ years travel expertise in team
* Hitwise market data
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Top 10 UK Travel Site (Hitwise)
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Top traffic driver for Travel Agencies
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Tope traffic driver for Airlines
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Long tail of advertisers
Traditional Media Cheapflights
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Long tail of advertisers
Traditional Media Cheapflights
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
What we can deliver for our airline
partners . .
3% of flybmi’s traffic
4% of KLM’s traffic
8% of XL Airway’s traffic
3% of BA’s traffic
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
What we can deliver for our travel
agent partners . .
6.6% of Flight Centre’s traffic 15% of Opodo’s traffic
7.5% of Airline Network 4% of STA Travel traffic
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Product Range
1. Deals Offer Pages, Premium –
Standard positions
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Products Range
1. Deals Offer Pages, Premium –
Standard positions
2. Booking engine Search by date
Deep-links directly into airline online booking systems
High volumes of traffic
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Products Range
3. Targeted Graphical advertising Extremely targeted branding placements
Industry beating response rates & conversions to sale
Banners, Skyscrapers and badges
CPM & CPA (for key clients)
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Products Range
1. Deals Offer Pages, Premium –
Standard positions
2. Booking engine Search by date
Deep-links directly into airline online booking systems
High volumes of traffic
3. Targeted Graphical advertising Extremely targeted branding placements
Industry beating response rates & conversions to sale
Banners, Skyscrapers and badges
CPM & CPA (for key clients)
4. Hand Picked Deals Promote your best offers on our “top deals” page
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Products Range
1. Deals Offer Pages, Premium –
Standard positions
2. Booking engine Search by date
Deep-links directly into airline online booking systems
High volumes of traffic
3. Targeted Graphical advertising Extremely targeted branding placements
Industry beating response rates & conversions to sale
Banners, Skyscrapers and badges
CPM & CPA (for key clients)
4. Hand Picked Deals Promote your best offers on our “top deals” page
5. Newsletter 100% fully opted-in list of over 1.1 million users
Average open rates of 28%, compared to industry average of 15%
Average click rate of 7%, compared to industry average of 1%
Dedicated travel audience who have actively chosen to be approached about travel-related deals and information
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Newsletter Incremental sales
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Current Products - recap
1. Deals Offer Pages, Premium –
Standard positions
2. Booking engine Search by date
Deep-links directly into airline online booking systems
High volumes of traffic
3. Targeted Graphical advertising Extremely targeted branding placements
Industry beating response rates & conversions to sale
Banners, Skyscrapers and badges
CPM & CPA (for key clients)
4. Hand Picked Deals Promote your best offers on our “top deals” page
5. Newsletter 100% fully opted-in list of over 1.1 million users
Average open rates of 28%, compared to industry average of 15%
Average click rate of 7%, compared to industry average of 1%
Dedicated travel audience who have actively chosen to be approached about travel-related deals and information
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Why is it better to do it with CF
We are the first price comparison website
Have proven ROI to our advertisers
Increase brand awareness as opposed to general search
Expertise gathered over 11 years of leadership positions
Here to stay as have been profitable since day one
After Google, we are driving the most lead to the travel industry in the UK - above Yahoo, travelsupermarket and tripadvisor (Hitwise data 08/09/2007)
CF will drive traffic to your lowest cost channel
No commissions
No GDS fees
Highly self sufficient portal
Airlines & travel agents still own the consumer
Global ambitions ( UK, USA, Canada, GE, ….)
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca
Contact us
Francesca Ecsery : UK General Manager
Or
one of our sales team: