What are key data insights behind airline and hotel booking conversions? How can new digital advertising solutions like native advertising and content marketing drive travel consumers through the purchase funnel?
Join Tnooz and Yahoo Travel for our FREE webinar and learn the details.
During this 60-minute session, Yahoo research and media product experts will share consumer travel research conducted in partnership with Compete, plus innovative media tactics based on those findings, including:
Online behavior of travel bookers prior to purchase that can inform travel brands' marketing strategies
Consumer activity through the purchase funnel when shopping for top airline and hotel brands
Digital advertising, especially native advertising and content marketing, on sites such as the new Yahoo Travel digital magazine
Panelists for the webinar are:
Melissa Bahadur, senior manager of strategic research and insights, Yahoo
Tenni Theurer, senior director of product management for commerce, Yahoo
Kevin May, editor and moderator, Tnooz
Gene Quinn, CEO and producer, Tnooz
This webinar took place on Thursday 5 June 2014.
5. 55
Definitions, Brand Inclusion and Timeframe
Methodology and Definitions
Sources: Path to Conversion, Yahoo & Compete
Data through August 2013
Prospects
Consumers search for a hotel room
on a hotel site by entering a location
and/or date for a hotel reservation
Started Hotel Reservation
Consumers who went on to start a
hotel reservation online
Completed Hotel Reservation
Consumers who completed a hotel
reservation online
PROSPECTS START COMPLETED
W E C A P T U R E D :
Activity:
► Prospect activity
► Started Hotel Reservation activity
► Completed Hotel Reservation activity
Using clickstream data from Compete’s panel
of 2 million U.S. online consumers
Analysis Timeframe:
• 12 Month Cumulative
7. 77
Throughout the course of the year, Marriott and Hilton lead the way in driving the largest pool of prospects
from which to gather conversions
Top of the Performance Funnel: Driving Prospects
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
H O T E L I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Marriott
Prospects: 24,400,059
Hilton
Prospects: 20,993,123
Best Western
Prospects: 7,823,783
Holiday Inn/Express
Prospects: 15,768,971
Sheraton
Prospects: 1,811,585
Disney
Prospects: 15,940,241
(+) HIGH START TO COMPLETE RATE: HOTEL
(-) LOW START TO COMPLETE RATE: HOTEL
(-)LOWPROSPECTTOSTARTRATE:HOTEL
(+)HIGHPROSPECTTOSTARTRATE:HOTEL
+
_ +
_ +
_
PROSPECTS
8. 88
Marriott and Hilton are the most efficient in getting prospects to start a hotel reservation followed by
Best Western
Getting Prospects to Start Hotel Reservations
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
H O T E L I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Marriott
Prospects: 24,400,059
Hilton
Prospects: 20,993,123
Best Western
Prospects: 7,823,783
Holiday Inn/Express
Prospects: 15,768,971
Sheraton
Prospects: 1,811,585
Disney
Prospects: 15,940,241
(+) HIGH START TO COMPLETE RATE: HOTEL
(-) LOW START TO COMPLETE RATE: HOTEL
(-)LOWPROSPECTTOSTARTRATE:HOTEL
(+)HIGHPROSPECTTOSTARTRATE:HOTEL
+
_ +
_ +
_
Disney, Holiday Inn/Express and
Sheraton get less than 20% of their
prospects to start a hotel reservation
PROSPECTS
9. 99
Hilton and Holiday Inn/Express are the most efficient in getting starts to complete a hotel reservation followed
closely by Marriott and Best Western who get half of those who started to complete the reservation process
Getting Starts to Complete Hotel Reservations
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
H O T E L I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Marriott
Completes: 7,617,606
Hilton
Completes: 9,590,014
Best Western
Completes: 1,841,235
Holiday Inn/Express
Completes: 1,586,918
Sheraton
Completes: 95,710
Disney
Completes: 123,747
(+) HIGH START TO COMPLETE RATE: HOTEL
(-) LOW START TO COMPLETE RATE: HOTEL
(-)LOWPROSPECTTOSTARTRATE:HOTEL
(+)HIGHPROSPECTTOSTARTRATE:HOTEL
+
_ +
_ +
_
LOW CONVERSION RATES
Sheraton and Disney get less than half of their
starts to complete a hotel reservation
START
10. 1010
Overall, there is no hotel that has it all figured out in terms of balancing scale and efficiency; Hilton is well
positioned while each hotel brand has the potential to improve performance at different stages of the funnel
Hotel Performance Rates By Brand
H O T E L I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Marriott
Completes: 7,617,606
Hilton
Completes: 9,590,014
Best Western
Completes: 1,841,235
Holiday Inn/Express
Completes: 1,586,918
Sheraton
Completes: 95,710
Disney
Completes: 123,747
(+) HIGH START TO COMPLETE RATE: HOTEL
(-) LOW START TO COMPLETE RATE: HOTEL
(-)LOWPROSPECTTOSTARTRATE:HOTEL
(+)HIGHPROSPECTTOSTARTRATE:HOTEL
+
_ +
_ +
_
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
COMPLETED
11. 1111
B O T T O MM I D D L ET O P
Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel
Hotel Performance Summary by Brand
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
PROSPECTS START COMPLETED
Increase Scale,
Brand Focus
Retargeting, Behavioral Targeting,
Landing Page Optimization
Offer Testing, Retargeting,
Landing Page Optimization
S O L U T I O N SS O L U T I O N S S O L U T I O N S
KPI Prospects
Prospect to
Start*
Start
Reservation
Start to
Complete*
Completed
Marriott 24,400,059 64% 15,555,308 49% 7,617,606
Hilton 20,993,123 59% 12,344,400 78% 9,590,014
Disney 15,940,241 9% 1,400,773 9% 123,747
Holiday
Inn/Express
15,768,971 16% 2,536,927 63% 1,586,918
Best Western 7,823,783 51% 3,984,173 46% 1,841,235
Sheraton 1,811,585 14% 260,946 37% 95,710
12. 1212
There is a delicate balance in maintaining optimal scale, engagement and
performance efficiency.
Summary
Hotels need to
continually monitor their
shopping funnel and
pull the appropriate
marketing levers to
improve performance PROSPECTSSTARTSCOMPLETES
14. 1414
Understand where you can connect with consumers before they convert and which websites send the
highest quality customer traffic to your site
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
DOMAINS
ENTERTAINMENT/CELEBRITY NEWS
FINANCE
HOMEPAGES
LIFESTYLE
LOGIN
MAIL
NEWS
SCREEN
SEARCH
SPORTS
TRAVEL
Conversion Analysis
15. 1515
Understand where you can connect with consumers before they convert and which websites send the
highest quality customer traffic to your site
Conversion Analysis
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
Day 1….Day 30
“1 Click Referral
PROSPECTS START COMPLETED
16. 1616
R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s )
Facebook, Yahoo and Google lead the way in reaching Hotel converters 30 days prior to conversion
Yahoo vs. Competition 30 Day Reach: Display Sites
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
69%
68%
67%
48%
27%
Facebook
Yahoo Sites
Google Sites
AOL Sites
Microsoft Sites
68% of hotel converters
visited Yahoo 30 days prior
to purchasing a hotel
reservation
17. 17Yahoo 2014 Confidential & Proprietary. 17
Yahoo reaches Hotel Reservation converters on Marriott, Hilton, Disney, Holiday Inn/Express, Best
Western and Sheraton 30 days prior to conversion
Yahoo vs. Competition: 30 Day Reach
R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N )
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites
Marriott 68% 67% 66% 47% 28%
Hilton 65% 66% 66% 48% 29%
Disney 72% 71% 79% 46% 26%
Holiday
Inn/Express
64% 63% 65% 48% 28%
Best Western 66% 66% 67% 47% 29%
Sheraton 74% 68% 68% 50% 22%
Category
Average
68% 67% 69% 48% 27%
68% of hotel reservation converters on Marriott.com visited Yahoo Sites 30 days prior to completing a reservation
18. 18Yahoo 2014 Confidential & Proprietary. 18
Source: Path to Conversion, Yahoo & Compete
Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton
Yahoo Confidential & Proprietary
35% 35% 35% 34%
23%
17%
16%
13% 12%
7% 6%
Yahoo Login Yahoo Mail Yahoo
Search
Yahoo
Homepage
Yahoo News Yahoo
Sports
Yahoo
Finance
omg Shine Yahoo!
Travel
Yahoo!
Screen
Yahoo Login, Mail, Search and Homepage are the leading sites reaching Hotel reservation converters 30
days prior to conversion
30 Day Reach: Top Yahoo Sites
T O P Y a h o o S I T E S R E A C H I N G H O T E L R E S E R V A T I O N C O N V E R T E R S
Yahoo Login, Mail, Search and
the Homepage reach more than
1 out of 3 hotel reservation
converters
19. 1919
C O N S U M E R S W H O C O M P L E T E D H O T E L R E S E R V AT I O N S B Y H O T E L S I T E AV E R A G E
Yahoo is #1 hotel reservation converters coming from Mail, Login, Homepage, omg!, Finance
and Shine compared to the competition
Hotel Reservations: Top Yahoo Sites
Source: Path to Conversion2525, Yahoo & Compete
Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton
Competitive
Rank
Hotel Reservation Complete Share vs. Competitors
Yahoo Mail #1 35% #2 Gmail, #3 Hotmail, #4 AOL Mail
Yahoo Login #1 39% #2 Youtube HP, #3 MSN HP, #4 AOL HP
Yahoo Search #3 18% #1 Google Search, #2 Bing, #4: Ask
Yahoo Homepage #1 37% #2 Youtube HP,, #3 MSN HP, #4 AOL HP
Yahoo News #2 26% #1 NBC News, #3 HPMG News, #4 CNN, #5 CBS News
Yahoo Sports #2 26%
#1 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA
Today Sports
omg! #1 43% #2 TMZ, #2 People, #3 E!Online, #4 Zimbio
Yahoo Finance #1 33%
#2 MSN Money, #3 Dow Jones & Company, #4 CNN Money, #5 AOL
Money & Finance
Shine #1 43% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar
Yahoo Travel #2 24% #1: TripAdvisor, #3 MSN Travel, #4 HuffPost Travel
Yahoo Screen #2 12% #1: Youtube, #3 Vimeo, #4 Hulu, #5 AOLOn
20. 2020
Yahoo Sites directly drive a significant proportion of Hotel Reservation prospects, starts and completed
reservations vs. the competition
Direct Referrals Path to Conversion: Display Sites
Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
Source: Path to Conversion, Yahoo & Compete
Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton
Yahoo Confidential & Proprietary
PROSPECTS START COMPLETED
D I R E C T R E F E R R A L S
Drove 51% Hotel
Reservation Prospects
Drove 49% Hotel
Reservation Starts
Drove 42% Hotel
Reservation Completes
Yahoo
533K
Microsoft
180K
Facebook
91K
AOL
176K
Google
99K
Yahoo
1.1M
Microsoft
369K
AOL
307K
Facebook
215 K
Google
186K
Yahoo
303K
Microsoft
135K
Google
82K
AOL
134K
Facebook
62K
21. 2121
Yahoo Sites directly refer qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western
and Sheraton sites
Direct Referrals from Yahoo Sites: Volume by Brand
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S
1.7M
1.4M
1.7M
940K
1.09K
1.1M
886K
163K
106K
387K
563K
665K
20K
88 K
182K
741K
PROSPECTS START COMPLETED
22. 2222
Yahoo-Bing Search drives 42% of search based conversions
Direct Referrals: Path to Conversion: Search Sites
Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
Source: Path to Conversion, Yahoo & Compete
Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton
Yahoo Confidential & Proprietary
D I R E C T R E F E R R A L S
Drove 37% Hotel
Reservation Prospects
Drove 36% Hotel
Reservation Starts
Drove 42% Hotel
Reservation Completes
PROSPECTS START COMPLETED
Yahoo
Bing
810K
Google
1.4M
Ask
72K
Yahoo
Bing
2MGoogle
3.3M
Ask
91K
Yahoo
Bing
656K
Google
850K
Ask
43K
23. 2323
Yahoo-Bing directly refers qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western
and Sheraton sites
Direct Referrals from Yahoo|Bing Network: Volume by Brand
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G
3.5M
2.9M 5.7M
1.4M
204K
2.2M
1.7M
867K 142K
586K
26K
996K
1.3M
88K
91K
3.1M
PROSPECTS START COMPLETED
24. 24Yahoo 2014 Confidential & Proprietary. 24
Summary
• 68% of hotel converters visited Yahoo in 30
days prior to submitting a reservation
• Yahoo Display Sites (excludes Yahoo Search)
directly drive 42% of hotel reservation
completes
• Yahoo/Bing Search drives 42% of hotel
reservation completes
Consumers who purchase hotel reservations are more likely to come from
Yahoo vs. the competition
COMPLETE
26. 2626
Methodology and Definitions
Definitions, Brand Inclusion and Timeframe
Sources: Path to Conversion, Yahoo & Compete
Data through August 2013
Prospects
Consumers search for a flight on an
airline site by entering a location
and/or date for a flight
Started Airline Reservation
Consumers who went on to start an
airline reservation online
Completed Airline Reservation
Consumers who completed an airline
reservation online
PROSPECTS START COMPLETED
W E C A P T U R E D :
Activity:
► Prospect activity
► Started Airline Reservation activity
► Completed Airline Reservation activity
Using clickstream data from Compete’s panel
of 2 million U.S. online consumers
Analysis Timeframe:
• 12 Month Cumulative
28. 2828
Top of the Performance Funnel: Driving Prospects
Throughout the course of the year, Southwest and Delta lead the way in driving the largest pool of
prospects from which to gather conversions
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
A I R L I N E I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Delta
Prospects: 38,696,623
Southwest
Prospects: 83,437,322
American Airlines
Prospects: 30,484,785
United
Prospects: 28,104,374
JetBlue
Prospects: 22,040,104
(+) HIGH START TO COMPLETE RATE: AIRLINE
(-) LOW START TO COMPLETE RATE: AIRLINE
(-)LOWPROSPECTTOSTARTRATE:AIRLINE
(+)HIGHPROSPECTTOSTARTRATE:AIRLINE
+
_ +
_ +
_
PROSPECTS
29. 2929
Getting Prospects to Start Airline Reservations
Southwest is the most efficient in getting prospects to start the airline reservation process
A I R L I N E I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Delta
Prospects: 38,696,623
Southwest
Prospects: 83,437,322
American Airlines
Prospects: 30,484,785
United
Prospects: 28,104,374
JetBlue
Prospects: 22,040,104
(+) HIGH START TO COMPLETE RATE: AIRLINE
(-) LOW START TO COMPLETE RATE: AIRLINE
(-)LOWPROSPECTTOSTARTRATE:AIRLINE
(+)HIGHPROSPECTTOSTARTRATE:AIRLINE
+
_ +
_ +
_
PROSPECTS
Delta, United, American Airlines and JetBlue get less than
half of their prospects to start an airline reservation
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
30. 3030
Getting Starts to Complete Airline Reservations
Delta is the most efficient in getting starts to complete airline reservations. United and American Airlines
get half of those who started an airline reservation to complete the reservation.
A I R L I N E I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Delta
Prospects: 38,696,623
Southwest
Prospects: 83,437,322
American Airlines
Prospects: 30,484,785
United
Prospects: 28,104,374
JetBlue
Prospects: 22,040,104
(+) HIGH START TO COMPLETE RATE: AIRLINE
(-) LOW START TO COMPLETE RATE: AIRLINE
(-)LOWPROSPECTTOSTARTRATE:AIRLINE
(+)HIGHPROSPECTTOSTARTRATE:AIRLINE
+
_ +
_ +
_
PROSPECTS
Southwest and JetBlue get
less than half of their starts to
complete an airline reservation
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
31. 3131
Airline Performance Rates by Brand
Overall, there is no airline that has it all figured out in terms of balancing scale and efficiency, with each
airline having the potential to improve performance at different stages of the purchase funnel
A I R L I N E I N D U S T R Y P E R F O R M A N C E
-10%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Delta
Prospects: 38,696,623
Southwest
Prospects: 83,437,322
American Airlines
Prospects: 30,484,785
United
Prospects: 28,104,374
JetBlue
Prospects: 22,040,104
(+) HIGH START TO COMPLETE RATE: AIRLINE
(-) LOW START TO COMPLETE RATE: AIRLINE
(-)LOWPROSPECTTOSTARTRATE:AIRLINE
(+)HIGHPROSPECTTOSTARTRATE:AIRLINE
+
_ +
_ +
_
PROSPECTS
* Bubble Size denotes Prospect Size
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
32. 3232
B O T T O MM I D D L ET O P
Airline Performance Summary by Brand
Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel
PROSPECTS START COMPLETED
Increase Scale,
Brand Focus
Retargeting, Behavioral Targeting,
Landing Page Optimization
Offer Testing, Retargeting,
Landing Page Optimization
S O L U T I O N SS O L U T I O N S S O L U T I O N S
KPI Prospects
Prospect to
Start*
Start
Reservation
Start to
Complete*
Completed
Southwest 83,437,322 50% 41,604,858 35% 14,755,672
Delta 38,696,623 18% 6,948,790 71% 4,931,526
American Airlines 30,484,785 33% 9,950,007 49% 4,854,233
United 28,104,374 30% 8,504,518 50% 4,264,339
JetBlue 22,040,104 21% 4,612,509 18% 813,815
Sources: Path to conversion, Yahoo & Compete
All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
33. 3333
Summary of Findings
There is a delicate balance in maintaining optimal scale, engagement and performance efficiency.
Airlines need to
continually monitor their
shopping funnel and
pull the appropriate
marketing levers to
improve performance
PROSPECTSSTARTSCOMPLETES
35. 3535
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
DOMAINS
ENTERTAINMENT/CELEBRITY NEWS
FINANCE
HOMEPAGES
LIFESTYLE
LOGIN
MAIL
NEWS
SCREEN
SEARCH
SPORTS
TRAVEL
Understand where you can connect with consumers before they convert and which websites send the
highest quality customer traffic to your site
Conversion Analysis
36. 3636
Understand where you can connect with consumers before they convert and which websites send the
highest quality customer traffic to your site
Conversion Analysis
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
Day 1….Day 30
“1 Click Referral
PROSPECTS START COMPLETED
37. 37Yahoo 2014 Confidential & Proprietary. 37
R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s )
Google, Facebook and Yahoo lead the way in reaching Airline converters 30 days prior to conversion
Yahoo vs. Competition 30 Day Reach: Display Sites
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
66%
65%
64%
41%
27%
Google Sites
Facebook
Yahoo Sites
AOL Sites
Microsoft Sites
64% of airline
converters visited Yahoo 30
days prior to purchasing a
flight
38. 38Yahoo 2014 Confidential & Proprietary. 38
Yahoo reaches Airline Reservation converters on Southwest, American Airlines, Delta, United and
JetBlue 30 days prior to conversion
Yahoo vs. Competition: 30 Day Reach
R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N )
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites
Southwest 61% 61% 61% 39% 25%
American 65% 65% 64% 40% 26%
Delta 62% 63% 63% 41% 26%
United 61% 63% 58% 40% 26%
JetBlue 72% 80% 80% 45% 31%
Category
Average
64% 66% 65% 41% 27%
61% of airline reservation converters on Southwest.com visited Yahoo 30 days prior to completing a reservation
39. 39Yahoo 2014 Confidential & Proprietary. 39
Source: Path to Conversion, Yahoo & Compete
Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue
Yahoo Confidential & Proprietary
32% 32% 32%
29%
19%
13% 13%
10% 10%
6%
5%
Yahoo
Search
Yahoo Mail Yahoo Login Yahoo
Homepage
Yahoo News Yahoo
Sports
Yahoo
Finance
omg Shine Yahoo
Screen
Yahoo
Travel
Yahoo Search, Mail, Login and Homepage are the leading sites reaching Airline reservation converters 30
days prior to conversion
30 Day Reach: Top Yahoo Sites
T O P Y a h o o S I T E S R E A C H I N G A I R L I N E R E S E R V A T I O N C O N V E R T E R S
Yahoo Search, Mail, Login and
the Homepage reach more than
1 out of 3 airline reservation
converters
40. 4040
C O N S U M E R S W H O C O M P L E T E D AI R L I N E R E S E R V AT I O N S B Y AI R L I N E S I T E AV E R A G E
Yahoo is #1 for airline converters coming from Mail, Login, Homepage, News, Sports, Finance, omg! and
Shine compared to the competition
Airline Reservations: Top Yahoo Sites
Comp Rank Airline Reservation Complete Share vs. Competitors
Yahoo Search #3 18% #1 Google Search, #2 Bing, #4 Ask
Yahoo Mail #1 36% #2 Gmail, #3 Hotmail, #4 AOL Mail
Yahoo Login #1 45% #2 Youtube HP, #3 AOL HP, #4 MSN HP
Yahoo Homepage #1 42% #2 Youtube HP, #3 AOL HP, #4 MSN HP
Yahoo News #1 30% #2 HPMG News:, #3 NBC News, #4 CNN, #5 CBS News
Yahoo Sports #1 35%
#2 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA
Today Sports
Yahoo Finance #1 50%
#2 MSN Money, #3 Dow Jones & Company, #4 AOL Money & Finance, #5
CNN Money
omg! #1 50% #2 TMZ, People, #3 E!Online, #4 Zimbio
Shine #1 50% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar
Yahoo Screen #2 8% #1 Youtube, #3 Vimeo, #4 Hulu, AOLOn
Yahoo Travel #2 19% #1 TripAdvisor, #3 MSN Travel, #4 HuffPost Travel
Source: Path to Conversion, Yahoo & Compete
Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue
Yahoo Confidential & Proprietary
41. 4141
Yahoo Sites directly drive a significant proportion of Airline Reservation prospects, starts and completed
reservations vs. the competition
Direct Referrals Path to Conversion: Display Sites
Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
Source: Path to Conversion, Yahoo & Compete
Category Average across Southwest, Delta, United, American Airlines and JetBlue
Yahoo Confidential & Proprietary
PROSPECTS START COMPLETED
D I R E C T R E F E R R A L S
Drove 50% Airline
Reservation Prospects
Drove 51% Airline
Reservation Starts
Drove 49% Airline
Reservation Completes
Yahoo
Sites
1.7M
Microsoft
Sites
521K
Google
Sites
291K
AOL Sites
447K
Facebook
333K
Yahoo
Sites
4.6M
Microsoft
Sites
1.5M
AOL Sites
1.2M
Facebook
1.0M
Google
Sites
820K
Yahoo
Sites
637K
AOL Sites
217K
Google
Sites
135K
Microsoft
Sites
203K
Facebook
95K
42. 4242
Yahoo Sites directly refer qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites
Direct Referrals from Yahoo Sites: Volume by Brand
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S
11.1M
3.2M
4.1M
2.9M
5.2M
1.2 M
676K 847K
482K
1.7M
580K 490K 402 K
48K
1.9M
PROSPECTS START COMPLETED
43. 4343
Yahoo-Bing Search drives 40% of search based conversions
Direct Referrals: Path to Conversion: Search Sites
D I R E C T R E F E R R A L S
Drove 41% Airline
Reservation Prospects
Drove 41% Airline
Reservation Starts
Drove 40% Airline
Reservation Completes
PROSPECTS START COMPLETED
Yahoo
Bing
2.0M
Google
Search
2.8M
Ask
77K
Yahoo
Bing
6M
Google
Search
8.6M
Ask
220K
Yahoo
Bing
640K
Google
Search
923K
Ask
35K
Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study
Source: Path to Conversion, Yahoo & Compete
Category Average across Southwest, Delta, United, American Airlines and JetBlue
Yahoo Confidential & Proprietary
44. 4444
Yahoo-Bing directly refers qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites
Direct Referrals from Yahoo|Bing: Volume by Brand
Sources: Path to Conversion, Yahoo & Compete
Yahoo Confidential & Proprietary
I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G
12.8M
4.5M
5.7M
3.9M
6.1M
1.4 M
900K 1.1M
600K
1.6M
570K 560K 420 K
90K
3.1M
PROSPECTS START COMPLETED
45. 45Yahoo 2014 Confidential & Proprietary. 45
Summary of Findings
• 64% of airline converters visited Yahoo in 30
days prior to submitting a reservation
• Yahoo Display Sites (excludes Yahoo Search)
directly drive 49% of airline reservation
completes
• Yahoo/Bing Search drives 40% of airline
reservation completes
Consumers who purchase airline reservations are more likely to come from Yahoo vs. the competition
COMPLETE
46. 46
P R E S E N T E D B Y T E N N I T H E U R E R ⎪ J u n e 5 , 2 0 1 4
The New Canvas: Native Advertising
and Content Marketing
47. 4747
Travel brands are looking for
ways to increase brand
engagement to fuel their
purchase funnel.
48. 4848
Hotel brands have been embracing content marketing for years…
Content marketing in travel
50. 50
Digital media landscape is completely
transforming
Explosion in content
available online
Consumers seeking quality
content they can trust
CONTENT
Increasing bandwidth,
better screen tech
More engaging formats like
gorgeous pictures & hi-def video
TECHNOLOGY
Mobile & desensitization
to “stickers on a page”
Shift to more valuable native
ads that enhance experience
ADVERTISING
53. 5353
Each Magazine Features
Industry leading editors
Premium partners
Select user generated content
Gorgeous pictures, video
Modern, responsive tiles
Mobile, tablet and desktop
Behaves like content
Pictures, videos, articles…
Built for social amplification
BEST-IN-CLASS CONTENT STUNNING DESIGN ENGAGING, NATIVE ADS
60. 6060
Innovative Advertising Canvas
Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than
Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online
63. 6363
Yahoo users are avid sharers of
travel content
Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than
Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online
% of Yahoo users
who share topics
they are passionate
about online
54%
50%
46%
42%
41%
38%
37%
31%
20%
Sports
Travel
Food
Fashion
Politics
Tech
News
Beauty
Finance
68. 6868
Yahoo will help brands be smarter
about their content marketing
Yahoo can
answer these
questions
“It’s too expensive”
“Not enough people see it”
“I don’t know what content to make”
“It’s hard for me to tell if it’s working”
“I don’t know how to get it in
front of the right people”
69. 69
Content Marketing: Flow of Content
YOUR CONTENT
DIRECTED BACK TO
YOUR TUMBLR BLOG
DISTRIBUTED ACROSS
PLATFORMS & DEVICES
Tumblr content
• Text, Image, Video
TUMBLR PAGESPOSTS
STREAMS
Consumers consume content
on your Tumblr branded
environment. Engagement
and social actions available
on Tumblr further enhance
engagement.
70. 70
70
With proven results
Campaign on Yahoo Food increased purchase and brand metrics for a
brand’s core target
Source: Yahoo Internal Case Study Data / Millward Brown Digital, March 2014
LIFT
+46%
+39%
+35%
+47%
ONLINE AD AWARENESS
PURCHASE INTENT - (TOP 2 BOX)
ENJOYED BY WHOLE FAMILY
HAS A VERY GOOD TASTE
71. 71
71
With proven results
Leading to branded and non-branded search lift
Source: Yahoo Internal Data
Branded and Non Branded Search terms based on Brand X keyword bidding
+223%BRANDED
SEARCH
+246%NON-BRANDED
SEARCHLIFT
72. 7272
Source: Yahoo & Insight Express Custom Native Ad Video Study, March 2014
With proven results
Campaign on Yahoo Tech increased key metrics across the funnel
Persuasion
Metrics
BRAND
FAVORABILITY
50%
PURCHASE
INTENT
28%
RECOMMENDATION
INTENT
6%
73. 73Yahoo 2014 Confidential & Proprietary. 73
Yahoo Advertising is the only unified digital advertising solution in the market.
Yahoo brings it together
Across devices and formats with robust analytics. Buy direct or programmatically.
PREMIUM
AUDIENCE
NATIVEVIDEO
SEARCH
74. 74
P R E S E N T E D B Y T E N N I T H E U R E R ⎪ J u n e 5 , 2 0 1 4
Visit advertising.yahoo.com
Contact your Yahoo account representative or call our sales
team at 866-747-7327 for more information
Thank you!
75. K
Visit advertising.yahoo.com or call Yahoo’s sales team
at
+1 866 747 7327 for more information
Replay and presentation from today’s webinar will be
available at www.tnooz.com
Thank you!
Notas do Editor
Consumers who purchase hotel reservations are more likely to come from Yahoo vs. the competition
Consumers who complete hotel reservations are more likely to come from Yahoo sites versus competitors
68% of hotel converters visited Yahoo in 30 days prior to submitting a reservation – this is higher than converters who visited Google, AOL and Microsoft sites
Yahoo Login, Mail, Search and the Homepage are the leading Yahoo sites reaching hotel reservation converters 30 days prior to conversion
Yahoo Display Sites (excludes Yahoo Search) directly drive 42% of hotel reservation completes which is much higher than Google Sites (excludes Google Search), Microsoft Sites (excludes Bing Search), Facebook and AOL Sites (excludes AOL Search)
Yahoo/Bing Search also drives completes for the hotel category
Yahoo/Bing Search drives 42% of hotel reservation completes
Similar to hotels, there is a delicate balance in maintaining optimal scale and performance efficiency. For example,
Southwest and Delta lead in generating prospects at scale but Delta can improve it’s efficiency in the mid-funnel while Southwest should focus on the lower funnel
American, United and JetBlue have lower prospect levels and can benefit from an increase in scale as well as improve it’s efficiency in the mid-funnel
Delta, American and United show high efficiencies in lower funnel conversions and should focus on mid-funnel tactics in order to optimize performance
JetBlue should focus its efforts across the entire funnel in order to increase scale and improve efficiency
Airlines need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance
Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site
DOMAINS*: Yahoo Sites, Aol Sites, Facebook, Google Sites, Microsoft Sites
ENTERTAINMENT/CELEBRITY NEWS: Omg!, E! Online, People, TMZ, Zimbio
FINANCE: Yahoo Finance, Aol Money & Finance, CNN Money, Dow Jones & Company, MSN Money
HOMEPAGES: Yahoo Homepage, Aol Homepage, MSN Homepage, Youtube Homepage
LIFESTYLE: Shine, Aol Lifestyle, Glam Media, PopSugar, SheKnows
LOGIN: Yahoo Login, Aol Homepage, MSN Homepage, Youtube Homepage
MAIL: Yahoo Mail, Aol Email, Gmail, Hotmail
NEWS: Yahoo News, CBS News, CNN Network, HPMG News, NBC News
SCREEN: YouTube, Hulu, AolOn, Vimeo
SEARCH: Yahoo Bing Network (Yahoo Search + Bing), Ask, Google Search
SPORTS: Yahoo Sports, Bleacher Report, CBS Sports, ESPN, Fox Sports, USA Today Sports
TRAVEL: Yahoo Travel, TripAdvisor, CNN Travel, HuffPost Travel, MSN Travel
Frankly, our world, Yahoo’s world, the bread and butter of what we’ve done for the last decade is completely turning upside down.
When Yahoo first started, there wasn’t a lot of content online. Now a consumer can’t help but be bombarded by content wherever they look.
The problem has changed to there is too much content, and how do you separate the good stuff you can trust from the garbage.
Technology has taken leaps and bounds forward. Internet speeds unimaginable to our homes a few years ago, are now available everywhere to our phones. Retina displays and digital cameras have made the visual web a reality. People have always loved pictures. We didn’t have the technology to efficiently deliver the photos to users.
And with the shift to mobile, and consumer desensitization to “stickers on a page” kind of ads, we also have to adapt. We have to adapt to more native ad formats that actually enhance the user experience.
The most exciting areas are
Content Marketing and Native Advertising
Our new products allow you to do both. Advertising seamlessly integrated into our content.
Content Marketing is using your content to drive brand attributes without necessary “selling”
Content Marketing is meant to be shared
And you can do that in digital magazines, in stream and on tumblr.
Lets talk first about digital magazines.
Yahoo Digital Magazines are our response to the changes in the digital landscape. The conventional iterations weren’t enough.
We knew we had to step back and completely rethink our media offerings.
We took inspiration from the visual, social movement
Creating original content with distinct editorial voice centered around consumer passion points to tell meaningful stories
All with seamless brand integration that enhances the over all user experience.
I think you will find them gorgeous, authoritative and unbelievably engaging.
Think about a magazine – Vogue for example.
Ads as interesting as content, the lines between the two begin to fade
Advertising should be as good as the content. Here it can be.
With each magazine you’ll see three things
best in class content – the part that’s most important. It’s what the editorial team has done an excellent job on. We’ve made a significant investment in editors and best-in-class partners.
stunning design – We wanted something that was much more visual. We wanted it to work on 3 screens. We wanted the experience to be different so you don’t click and get to another page but it opens inline – the wow factor.
We believe that advertising should be as engaging as the content itself. Our digital magazines offer seamless, native advertising – that is, articles, videos and tips that are just as engaging as the stories around them. The advertising content is clearly labeled as sponsored.
We have brought on tremendously talented editors, and we’re focusing on best in class, premium, unique content. Our editors are social savvy – developing content that is shareable and engages users in new ways.
David Pogue - David Pogue is the anchor columnist for Yahoo Tech, having been groomed for the position by 13 years as the personal-technology columnist for the NY Times. He’s also a monthly columnist for Scientific American and host of science shows on PBS’s NOVA. He’s been a correspondent for CBS Sunday Morning since 2002.
Sarah McColl- Editor of Yahoo Food. She’s been on Yahoo’s lifestyle editorial team since 2010. Prior to Yahoo, Sarah was a senior editor at Conde Nast, where she launched a network of blogs and produced video programming. She has also written for Bon Appetit and House Beautiful and her website was called one of the “Best Blogs for Foodies” by Bon Appetit.
Paula Froelich - Editor in Chief of Yahoo Travel. She is an award-winning journalist, creator of the travel website A Broad Abroad, and the New York Times best-selling author of the novel Mercury In Retrograde. She was the deputy editor of the New York Post’s gossip column, “Page Six,” for 10 years
Bobbi Brown - Founder and Chief Creative Officer of Bobbi Brown Cosmetics, a global color cosmetics, fragrance and skincare brand with a presence in 60 countries. She is also a permanent fixture backstage at New York Fashion Week and works with the industry’s most influential designers, celebrities and style makers. A New York Times bestselling author, she has written eight instructional and engaging beauty and lifestyle books, and appears regularly in global print and broadcast media outlets.
Joe Zee - Editor in Chief and Executive Creative Officer of Yahoo Fashion. Joe spent the past seven years as the Creative Director at ELLE. As an award-winning fashion stylist, Joe has worked with the world’s top magazines, celebrities, fashion designers, fashion brands and photographers. He co-authored the book The ELLEments of Personal Style (Gotham Books), and his second book will be published by Thomas Dunne Books/St. Martin’s Press in the Spring of 2015.
Josh Wolk - Executive Editor of Yahoo Entertainment, covering movies, tv and music. Vulture.com/New York Magazine where he served as editorial director. Prior to that, he was a senior editor at Entertainment Weekly
Yahoo Food launched in January, as one of our first digital magazines.
With Yahoo Food, you can pore over photos, surprising and sophisticated recipes, stories on the top food trends, and everything at-home chefs need to feel inspired.
In January, with Food, we also launched Yahoo Tech, lead by editor David Pogue.
Yahoo Tech covers not only what products to buy, but also how to use the through news, reviews, how-to’s, games coverage and more.
And, two weeks ago, we added another magazine to our portfolio.
Yahoo Movies.
Yahoo Movies is a digital magazine that provides movie lovers of all kinds—from blockbuster fanatics to indie-film obsessives - with in-depth essays from top critics, interviews with Hollywood’s biggest stars, and sneak peeks of the most anticipated films. Disney Pictures was a launch sponsor for Yahoo Movies, showcasing a trailer for the inspirational film Million Dollar Arm through Yahoo Splash Ads.
The new Yahoo Travel launched at the end of April.
Yahoo Travel magazine is ASPIRATIONAL, ACCESSIBLE, & INSPIRATIONAL - FOR TRAVEL LOVERS EVERYWHERE
Voice: Accessible, credible, fun
Visual: Beautiful & inspirational
Scale: It’s a top travel site
Innovation: All new creative canvas for advertisers
It is no longer a site to just check for flights or hotels, but a rich, engaging travel companion to satisfy your daily travel curiosities.
The truly amazing think is how content appears
There are three forms of content
Here, we see a piece of content from one of our editors. Or it could be a piece from one of our partners.
And next to editorial content, is brand content from Las Vegas. It fits editorially and is marked as sponsored content.
‘Native’ ads are integrated into the content of the magazine.
Ads are inspired by the elegance and depth of the content,
with articles, videos and other tips that are fun to read, and easy to share. Branding is also included on he article page.
Our new Yahoo Splash Ads are also integrated within the design of this digital magazine, offering brands high-impact opportunities to share entertaining video content with our readers.
Put source info here
Native is also now available in multiple forms on Yahoo.
We launched Yahoo Stream and Image Ads last year, and Yahoo Gemini earlier this year.
And recently launched, new opportunities with Yahoo Gemini that continue to enhance the experience for consumers and advertisers.
With new, image-rich native ads -- designed to be mobile-first.
Seamlessly integrated with the content, and targeted to the right consumer to drive even better results.
The new formats include larger, richer graphics and photos for brand storytelling, combined with the performance brands need.
Top advertisers like Netflix are already using the new ad formats.
Do these type of native advertising formats work?
For Stream Ads we have seen:
A CPG company reported that Yahoo Stream Ads delivered 175% more impressions
125% more clicks compared to social media ads---
at 75% lower cost.
Will delete if Julie cant find stats. Can keep slide and delete stats if needed
The magic of Tumblr lies in the two sides of the platform. Any time you post anything to your completely custom Tumblr blog it also lives on all of your followers’ Dashboards on the web and on our rapidly-growing mobile app. With one post, you reach consumers across multiple touch-points. Everything you post is delivered to your followers’ Dashboards.
So what does this all mean for travel brands?
Too expensive: if your content is good, don’t have to pay
Not enough people see: we have a massive audience of 800M global users
Get in front of right people: targeting options
What content to make: can leverage your Tumblr blog
Working?: engagement metrics
We offer a more effective way for brands to use native advertising. Content from your brand Tumblr can be leveraged for distribution and promotion across Tumblr sponsored posts, Yahoo in-stream & native advertising, and content marketing within Yahoo’s digital magazines. Users can also be directed back to Tumblr to consumer more content and engage in social sharing to drive earned media impressions.
And, the impact from the campaign on Yahoo Food extended to search with lifts in branded and non-branded searches. Over the month of the campaign, we saw:
223% lift in branded searches
246% lift in non-branded searches
//////////
Source: Yahoo Internal DataBranded and Non Branded Search terms based on Brand X keyword bidding
In a campaign on Yahoo Tech, we saw native video ads drive increased brand and purchase metrics. Exposure to the brand’s native ad content led to:
50% lift in brand favorability.
28% lift in purchase intent.
6% lift in recommendation intent
////////
Source:
Yahoo & Insight Express Custom Native Ad Video Study, March 2014
Insight Express Digital Creative Impact Norms
[ REFERENCE ONLY – SAMPLE SIZE:
Control (n) = 200. Consumers were driven to the site before the campaign launched
Native Video (n) = 600. Consumers were drive to the site post launch.
////////
[ NO NEED TO READ: REFERENCE ONLY
Panel questions:
QUESTION: How would you describe your overall opinion about each of the following brands?
QUESTION: How likely are you to shop at any of the following retailers, either in store or online?
QUESTION: How likely are you to recommend each of the following brands to friends, family or colleagues?