Mobile and Travel - genesysdownload.co.uk home page · 2014. 11. 10. · Breakdown of Travel...

Yahoo 2014 Confidential & Proprietary. 1Yahoo 2014 Confidential & Proprietary.

Andy Jones – November 4th 2014

Mobile and Travel

Yahoo 2013 Confidential & Proprietary. Do not share or distributeYahoo 2014 Confidential & Proprietary.

The Year of Mobile (finally)

Penetration of most digital technologies is high in the UK.

Smartphone and tablet usage, especially, will climb rapidly in 2014 and 2015

30.00%

35.00%

40.00%

45.00%

50.00%

55.00%

60.00%

65.00%

70.00%

75.00%

2013 2014 2015 2016 2017 2018

% of UK Population

Smartphones Tablets

Source: eMarketer – August 2014


Two-thirds of visitors access UK travel

content via mobile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Travel Travel -Information

Online TravelAgents

Ground/Cruise Hotels/Resorts Airlines Transactions Car Rental

Share of UK Site Visitors

PC Only Mobile Only Both

Source: Expedia Media Solutions – comScore multi-platform

UK January 2014


Travel growth on the Yahoo Bing

Network

Source: Yahoo internal data – October 2014

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14

UK Travel Clicks

Smartphone's and

tablets have been

responsible for the

growth across Travel

throughout 2014, with

both devices combined

driving 33% of clicks

for the vertical in

September.

Smartphone clicks for

Q3 YoY increased by

127.5%, whilst Tablet

clicks grew by 77%.


Mobile challenges

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Screen Size

Faster/easier on another device

Security concerns

Navigation difficulty

Too difficult/cumbersome

Confusing to use for purchasing

Features not available on the app

Technicaly difficulties

Don't know how to purchase

Unable to find what I needed

No booking app available

Booking Barriers

Tablet

Smartphone

Source: Expedia Media Solutions


OTA/Aggregator Dominance

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14

Breakdown of Travel Vertical

Air Supplier Car Supplier Cruise Supplier Destination Hotels OTA/Aggregator Other Travel Theme Parks Transportation

OTAs and Aggregators continue to dominate the Travel vertical, being responsible for around 55%

of total clicks.

Additional tactics (besides PPC) are needed to increase share of voice.Source: Yahoo internal data – October 2014


OTA/Aggregator Dominance

OTA bookings in Europe will

also continue growing by

double digits through 2015.

By comparison, overall

European travel bookings

are forecast to grow by just

3.6% and 3.8% during the

same two-year period.

Source: eMarketer – Jan 2014

Yahoo 2013 Confidential & Proprietary. Do not share or distribute 8Yahoo 2014 Confidential & Proprietary. 8

What is native?

na·tive ad·ver·tis·ing

n. A form of paid media where the ad experience follows the

natural form and function of the user experience in which it

is placed.

F O R M

Native ads match the

visual design of the

experience they live

within, and look & feel like

natural content.

F U N C T I O N

Native ads behave

consistently with the

native user experience.

Yahoo 2014 Confidential & Proprietary. 9Yahoo 2014 Confidential & Proprietary. 9

Perceived effectiveness is fueling investment in native ads.

$1.4B

$2.4B

$3.1B

$3.7B

$4.4B

$5.0B

2012 2013 2014 2015 2016 2017

Source: eMarketer, March 2014


A single set of creative assets will dynamically assemble to create native

ad experiences that integrate into Yahoo’s content.

Yahoo Gemini Native Ads


Every metric for the Travel brand increased with ad exposure, especially to the stream ad alone and to

search and stream combined. The search ad saw a significant lift in Unaided Awareness

% Lifts Among Overall | Travel Brand

SignificantCircle indicates statistical difference at 90% level of confidenceSource: Yahoo/Ipsos Gemini Mobile AdFx Study, May 2014

NEW! In Stream Case Studies: Travel Vertical


When advertising appears seamlessly and naturally, it creates a more enjoyable experience for users,

increases engagement, and improves performance for advertisers. That’s why you’ll see us adding new

native ad units moving forward.

Future Ad Formats – App Installs

Yahoo 2014 Confidential & Proprietary.


Yahoo Weather App:

winner of the 2013 Apple

Design award, and more

recently a 2014 Lovie

award in the Mobile &

Applications category

Yahoo Weather


ASPI RATI O NAL, ACCESSI BLE, & I NSPI RATI O NAL - FO R TRAVEL LO VERS EVERYW HERE

Original Content

From pedigreed travel editors

Best-in-Class Partners

including Travel+Leisure, Fodors, & more

Elegant Design Interface

with visually immersive content across screens

Native Advertising

integrates seamlessly with original content

Yahoo Travel - Inspiration & Discovery

FOR CONCEPT ONLY.

SUBJECT TO CHANGE PER

YAHOO SPECIFICATIONS.


Content Marketing Module – an organic, shareable experience

Innovative Advertising Canvas

C O N T E N T M A R K E T I N G I S D I S P L A Y E D N A T I V E T O O T H E R C O N T E N T A R O U N D I T

Content marketing pieces

will offer a wide variety of

engagement levers

Playable Native

Ad Content in-line

FOR CONCEPT ONLY. SUBJECT TO

CHANGE PER YAHOO SPECIFICATIONS.


Key Takeaways

1• Focus on blockers to conversions on Mobile

2• Use marketing tactics that compliment Search

3• Engage users with inspiring content and rich visuals

4• Push app downloads where possible

Mobile and Travel - genesysdownload.co.uk home page · 2014. 11. 10. · Breakdown of Travel...

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