Online marketing and distribution

Sieu thi dien may Viet Long - www.vietlongplaza.com.vn

Online Marketing and
Distribution

World Travel Market November 2007

Francesca Ecsery
UK General Manager -Cheapflights

The internet….

“Are we
there yet?”
www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca

First and foremost
9hrs 56
mins
 More and more people are 10
8hrs 40
using the internet every year mins

7.5
 People have been spending
an extra 1 hour 16 minutes

Hours
each month on the internet
5
since 2001 in the UK

 16-24 year olds spend 11 2.5
hours 20 minutes per month
on the internet in the UK
(average: 9 hours 56 minutes) 0
2001 2006
2005
Year

Source: Ofcom research, April 2007


Changing media consumption

Question: Compared with a year ago, how much time do you think you spend today using…?

71

61
57
54 54
52

45
41
39 38
% 36 35
time
27
25

14 14
10 11
7 7
2

More tim e About the sam e tim e Less tim e

Internet Cinema Radio TV Local Press Magazines National Press

Source: IAB/RAB Media Conjunction Study 2006


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


UK advertising growth rates 2006

70
% growth 66

60

50

40

30
%
20

10
5.8
3.6
1
0

-5.1 -4.8 -3.9 -4.4
-10

TV Outdoor Classified press ads
Radio Magazines Internet
Direct Mail Local Press
Source: WARC & Advertising Association / IAB 2006


The result


WTM ExCeL London November 2006

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


Search Specialization in Key Categories

Jobs
Books
Dating
Movies
For Sale
Travel


Travel advertising options

Search Live-Search Deals Publishers Travel Guides
“Meta-Search” “Mega-Search?” “Community”

PPC PPC, CPA & CPM PPC & CPM PPC & CPM

All offer an advertising platform



Advertising options – search



Advertising options – meta-search



Advertising Options – travel guides



Advertising options – deals publishers



UK Online Advertising spend

 Number of Travel sites in the UK :
2,466 travel websites
 Source : Hitwise October 2007

 CFUK Share of UK Online Travel Ad Spend
7.26%
 Source: IAB October 2007


Who is Cheapflights?

We are the media company which, in 1996, pioneered online flight price
comparison
Unique Users January 1999-2007
6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0
1999 2001 2003 2005 2007 *
* (excludes CA, CHD, CSB)


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


Top 10 UK Travel Site (Hitwise)


Top traffic driver for Travel Agencies


Tope traffic driver for Airlines


Long tail of advertisers

Traditional Media Cheapflights


What we can deliver for our airline
partners . .

8% of XL Airway’s traffic
4% of KLM’s traffic

3% of flybmi’s traffic 3% of BA’s traffic

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


Current Product Range

1. Deals Offer Pages,
 Premium –
 Standard positions


Current Products Range

 Premium –
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)



 Premium –
2. Booking engine
 Search by date
4. Hand Picked Deals
 Promote your best offers on our “top deals” page



 Premium –
2. Booking engine
 Search by date
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

Newsletter Incremental sales


Current Products - recap

 Premium –
2. Booking engine
 Search by date
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

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, ….)


Contact us

Francesca Ecsery : UK General Manager
Francesca.Ecsery@Cheapflights.com

Or

one of our sales team:
Sales@cheapflights.com


Online marketing and distribution

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (6)

Destaque

Destaque (13)

Semelhante a Online marketing and distribution

Semelhante a Online marketing and distribution (20)

Mais de Việt Long Plaza

Mais de Việt Long Plaza (20)

Último

Último (20)

Online marketing and distribution