cebu pacific airline international seat sale jul - dec 2011

© 2012 MediaMind | A Division of DG | All rights reserved

Half Yearly – Campaigns Review

Cebu Pacific Air – H2 2011

Joey Chee | Client Services Director, SEA

© 2011 MediaMind | A division of DG | All rights reserved

▸ Campaign Review – H2 2011Total Campaigns PerformanceROITransaction by CountriesAd Format ComparisonCreative EvaluationUser Behaviors on siteUser Favorite Destination – InternationalUser Favorite Destination – DomesticSpecial Highlights

Agenda


H2 2012 Campaigns Summary

AwarenessServed Impressions: 1,077,217,533 Unique Impressions: 326,473,817

Average Frequency: 3.30

Interest*Total Dwell: 2,808,584

Dwell Rate: 4.51%Average Dwell Duration: 79 secs

Unique Dwelling Users: 12,196,022

DesireTotal Clicks: 1,959,673

CTR: 0.18%Unique Clicking Users:

1,732,855

ActionTotal Conversions:

16,887,132Conversion Rate:

1.74%

* Data refer to only rich media

Leads:Total of 17 millions actions were captured on the landing page. 91% of the conversions (Post Impressions) were contributed by users who never clicked on the banner.

Response:Garnered 1.9 millions clicks generated from 0.53% (1.7 million) of the users (who exposed to the campaigns) responded to the offer by clicking on the banner to the landing page.

Engagement: 4.51% of the users (2.8 million users) who exposed to expandable banner – mouse over to the banner for more than 79 seconds

Exposure: Delivered more than 1 billion impressions.Reached out to 326 million unique eye balls across Asia region in 11 countries within H2 2012.On average, users exposed to the seat sales campaign more than 3 times within 6 months period.


Return of Investment (ROI) – H2 2011

MediaMind Data H2 2011 Revenue (PHP)

Total Media Spend $ 34,192,389.55

Total Revenue $ 583,553,599.16

ROI 1607%

Total Transactions 71,402Average Value Per Transactions $ 8,172.79

Online InvestmentSpent total of PHP 34 million across the regions.34% increment in compare to H1 2011On average, Cebu Pacific Air invested PHP 5.6 million monthly

Cost Per Unique Eyeball: PHP 0.26Cost Per Unique Clicks: PHP 19.73Cost Per Action / Transaction: PHP 478.87

Return of InvestmentGenerated PHP 583 million in 6 month25% increment in compare to H1 2011On average, Cebu Pacific Air generated PHP 97 million monthly

Total Profit: PHP 549 million(‘Total Revenue’ – ‘Total Media Spend’)

Return Of Advertising Spend: 17.07('Total Revenue' divided by 'Total Media Cost’)

Total Transactions: Captured more than 71,000 transactions in 6 months period.On average, Seat Sales generated closed to 6,000 transaction monthly across all the regions.


Transactions by Countries

Top 5 most revenue generated country (H1 2011):-

1. Japan (23%) – approx. PHP 136 million

2. Singapore (19%) – approx. PHP 114 million

3. Korea (17%) – approx. PHP 105 million

4. China (9%) – approx. 55 million

5. Taiwan (8%) – approx. PHP 45 million

Top 5 most revenue generated market (H2 2012):-1. Singapore (29%) – approx. PHP 172 million2. Hong Kong (13%) – approx. PHP 76 million3. Korea (12%) – approx. PHP 70 million 4. Japan, Malaysia, Brunei (9%) - approx. PHP

50 million each market

9%7%

1%

13%

9%

12%9%

29%

3%6% 3%

H2 2011

BR CN ID HK JP KR MY SG TH TW VN

6%9%

3%5%

23%

17%

5%

19%

5%8%

H1 2011

BR CN ID HK JP KR MY SG TH TW VN


User Behaviors On Site

• The campaigns successfully registered more than 17 million traffic to the landing page across different languages.

• 5.5 million conversions (33% of total conversions) were recorded on the “Homepage”• 19% of the users (1.04 million conversions) decided to proceed to the booking by entering their details on the

“Guest” page• 98% of the conversions drop off along the booking paths. • 6.83% of the users (71,402 conversions) who landed on the “Guest” page / successfully made the payment

transaction @ the itinerary page.

1. Homepage 2. Select 3. Guest 4. Add-ons 5. Itinery0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

0.52%

0.92%

0.10% 0.03% 0.01%

“Select” tag captured highest conversions – due to user behaviors.Users clicked back button / refresh the page in order to find the itinerary that suit them – fare /schedule


Users Favorite International Route

Route Transactions Revenue

SIN-MNL-SIN 4,292 $ 44,878,757.02

SIN-MNL 3,790 $ 26,036,399.92

MNL-SIN 2,225 $ 12,438,878.53

MNL-SIN-MNL 2,209 $ 24,717,678.70

KUL-MNL-KUL 1,566 $ 19,221,874.63

KUL-MNL 1,545 $ 10,833,299.30

TPE-MNL-TPE 1,220 $ 11,022,957.50

HKG-MNL-HKG 1,139 $ 12,952,344.88

MNL-KUL 1,110 $ 7,484,990.46

SIN-CRK 971 $ 5,799,311.21

• As usual, Singapore Manila remained the most favorable destination – generated more than 12,500 transactions – PHP $ 108 million

• Other than Manila, Singapore Clark also one of the top 10 preferred destination (971 transactions – PHP $ 5.7 million)

• The other favorable destination after Singapore – Kuala Lumpur Manila – captured 4,221 transactions – PHP $ 37 million


Users Favorite Domestics Route

Route Transactions Revenue

MNL-MPH 1,278 $ 5,135,951.47

MNL-CEB 820 $ 2,262,149.33

MNL-CEB-MNL 738 $ 4,156,744.84

CEB-MNL 672 $ 1,843,152.54

DVO-MNL 520 $ 1,814,136.62

MNL-CGY 478 $ 1,470,413.59

MNL-DVO-MNL 414 $ 2,658,771.92

MNL-BCD 412 $ 1,012,764.83

MNL-PPS-MNL 359 $ 2,632,654.70

MNL-CGY-MNL 352 $ 2,028,003.64

• 14% of total revenue contributed by domestic routes (20,118 transactions)

• Manila Boracay remained as the top favorite domestic route – 1,278 Transactions (PHP $ 5.1 million)

• Cebu still one of the most favorable local destination. Manila Cebu contributed 2,230 transactions (PHP $ 8.3 million)

• Davao City is the new & upcoming popular local other than Cebu & Boracay. Manila Davao City generated 934 transactions (PHP $ 4.4 million)


Special Highlights…

Brunei – 6,191 Transactions

More than 2,700 transactions booked Kuala Lumpur Manila & Kota Kinabalu Manila

China – 6,155 Transactions

More than 4,000 transactions are booked for Philippines domestics route (DVO, MPH, CEB, ILO, CGY, etc).

Top favorable route Manila Boracay - 290 transactions

Japan – 4,635 Transactions335 transactions captured to Davao City depart either from Kansai Airport or Manila.(KIX DVO or MNL DVO)

Korea – 7,688 transactions584 transactions generated for Cebu (CEB ICN & ICN CEB)470 transactions captured for Boracay (MNL MPH) from the Korean placements

Singapore – 21,815 transactionsMore than 2,000 transactions for each destination – Cebu & Clark

Thailand – 2,181 transactions305 transactions booked for BKK CRK


Ad Format Comparison

CTR Conversion Rate0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

0.19%

3.92%

0.17%

1.58%

Expandable Banner Standard Banner

Ad Format Served Impressions Clicks CTR Dwell Rate Dwell Average

DurationImpressions with

DwellTotal

ConversionsConversion

RateExpandable

Banner 2,808,584 5,204 0.19% 4.51% 79 126,562 110,222 3.92%

Standard Banner 1,035,830,042 1,788,654 0.17% 0 0 0 16,400,838 1.58%


▸ Campaign Review – 20112011 Total Campaigns Review2011 ROAS ReviewTransaction Vs Average per booking2011 ROI Review2011 Total Campaigns Review – by countries

AwarenessResponse RateCebu Pacific Air Presence – SEACebu Pacific Air Presence – East Asia

Conclusion & Moving Forward

Agenda


2011 Total Campaigns Review

▸ In 2011, Cebu Pacific Air International Seat Sales campaigns (Jan – Dec) have delivered 2.2 billion impressions.

▸ It has been exposed to 768 million unique eyeballs across 11 countries. On average, each user exposed to ad 2.85 times.

▸ Successfully garnered 3.3 million clicks (CTR: 0.15%)

▸ Collected 36,680,683 conversions on the landing page (Conversion Rate: 1.68%) – 92% of the conversion generated from post impression conversions (2,658,539 conversions).

Jan Feb March April May June July August September October November December -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.13%

0.20%

0.33%

0.09%

0.05%

0.12%

0.08%

0.13% 0.12%0.13% 0.14%

0.25%

0.005% 0.007%0.022%

0.004% 0.002% 0.003% 0.004% 0.008% 0.005% 0.007% 0.006% 0.009%

Served Impression CTR Transaction Rate

Delivered highest Impressions – 315 million impressions (14% of total impressions served)

Captured highest response rate across all countries (CTR: 0.33%, Transaction Rate: 0.022%)


2011 ROAS Review

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Media Spend (PHP) $ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500

Revenue (PHP) $ 22,360,117 $ 38,855,039 $ 241,575,211 $ 69,948,353 $ 49,041,169 $ 44,013,637 $ 76,463,836 $ 92,749,989 $ 98,888,856 $

110,875,752 $ 97,031,290 $ 107,543,876

ROI 5.25 12.00 61.08 12.70 8.58 7.98 16.95 9.80 17.11 20.31 18.54 17.81

Jan Feb March April May June July August September October November December $-

$50,000,000.00

$100,000,000.00

$150,000,000.00

$200,000,000.00

$250,000,000.00

$300,000,000.00

$-

$1,000,000.00

$2,000,000.00

$3,000,000.00

$4,000,000.00

$5,000,000.00

$6,000,000.00

$7,000,000.00

$8,000,000.00

$9,000,000.00

$10,000,000.00

Revenue (PHP) Media Spend (PHP)

Highest media spend in August – PHP $8.5 million – inclusive Facebook placements

Generated highest revenue across all countries – PHP $ 241 million – the ROI as high as 61.08


Transactions VS Average Value Per Booking (PHP)

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Transactions 2,975 5,810 42,246 9,688 6,144 3,756 9,498 13,157 13,267 13,105 10,014 12,362

Average Value Per Booking

(PHP) $ 7,516.01 $ 6,687.61 $ 5,718.30 $ 7,220.10 $ 7,981.96 $ 11,718.22 $ 8,050.52 $ 7,049.48 $ 7,453.75 $ 8,460.57 $ 9,689.56 $ 8,699.55

Jan Feb March April May June July August September October November December 0

5000

10000

15000

20000

25000

30000

35000

40000

45000

$-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

Transactions

Garnered highest number of transactions – 42,246 transactionsLowest average value per ticket – PHP $5,718.30


2011 ROI Reviews

Month Jan Feb March April May June July Aug Sep Oct Nov DecMedia Cost

(PHP) $ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500

CPM $ 0.06 $ 0.03 $ 0.02 $ 0.02 $ 0.02 $ 0.03 $ 0.02 $ 0.05 $ 0.02 $ 0.03 $ 0.03 $ 0.04

CPC $ 43.93 $ 17.27 $ 6.17 $ 22.63 $ 30.13 $ 29.56 $ 20.96 $ 38.45 $ 18.23 $ 20.97 $ 22.86 $ 16.73

CPA $ 1,202.25 $ 514.37 $ 92.12 $ 527.09 $ 832.85 $ 1,305.11 $ 448.42 $ 652.61 $ 411.62 $ 397.02 $ 495.96 $ 462.43

Column2 Jan Feb March April May June July August September October November December0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

10000000

0.01

0.1

1

10

100

1000

10000

Media Cost CPM CPC CPA

Average CPM = PHP $0.04 per impressionAverage CPC = PHP $ 23.69 per click

Average CPA = PHP $ 596.13 per transaction


2011 Review by Countries


2011 Campaigns Review - Awareness

▸ Out of 2.2 billion impressions, 39% of total impressions were served to the Southeast Asia countries (SG, MY, BR, ID, TH & VN).

▸ Malaysia delivered highest impressions (234 million impressions) within the SEA region.

21%

9%

27%

15%

12%

17%

South East Asia

Brunei Indonesia Malaysia Singapore Thailand Vietnam

10%

5%

29%

12%

5%

East Asia

China Hong Kong Japan Korea Taiwan

▸ 1.3 billion impressions served across the East Asia region (CN, HK, JP, KR, TW)

▸ 48% of total impressions delivered within the East Asia region (659 million impressions) were delivered to the Japanese campaigns.


2011 Campaigns Review – Response Rate

Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.0000%

0.0002%

0.0004%

0.0006%

0.0008%

0.0010%

0.0012%

0.0014%

0.0016%

0.0018%

CTR Trasaction Rate

China campaigns generated highest number of clicks (1.6 million clicks, CTR: 0.74%)

Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam

Clicks 150,481 1,604,403 65,221 142,075 286,026 330,860 190,307 172,104 122,509 136,362 156,673 CTR 0.08% 0.74% 0.08% 0.13% 0.04% 0.13% 0.08% 0.13% 0.12% 0.12% 0.11%

Trasactions 11,014 14,771 3,232 13,685 25,485 24,978 9,929 37,559 7,033 11,764 2,403 Transaction

Rate 0.0005% 0.0007% 0.0001% 0.0006% 0.0011% 0.0011% 0.0004% 0.0017% 0.0003% 0.0005% 0.0001%

However, Singapore campaigns successfully captured highest transactions – 37,559 transactions on the itinerary page


Cebu Pacific Presence 2011 - SEA

SINGAPOREPHP $ 286,924,639.12

128,801,273 impressions172,104 Clicks

37,559 Bookings

MALAYSIA

PHP $ 81,723,670.38

234,397,324 impressions

190,307 Clicks

9,929 Bookings

BRUNEIPHP$ 86,648,832.93


11,014 Bookings

VIETNAMPHP $ 15,981,222.00

148,033,897 impressions156,673 Clicks2,403 Bookings

THAILANDPHP $ 49,533,473.76

105,755,609 impressions122,509 Clicks7,033 Bookings

INDONESIAPHP $ 21,786,533.97


3,232 Bookings


Cebu Pacific Presence 2011 – East Asia

HONG KONGPHP $ 103,983,611.94


13,685 Bookings

TAIWANPHP$ 78,302,854.20


11,764 Bookings

CHINAPHP $ 94,446,696.07

215,554,695 impressions1,604,403 Clicks14,771 Bookings

JAPANPHP $ 191,380,175.19


25,485 Bookings

KOREAPHP$ 175,295,996.69


24,978 Bookings


Conclusions▸ In 2011, Cebu Pacific Air spent a total of PHP $59 million on digital-online display for International

Seat Sales Campaigns. The online spending perpetually increased from H1 – H2 2011 by 34%.

▸ It lifted up the CTR by 38% from 1.4 million clicks in H1 2011 to 1.9 million clicks in H2 2011. As well as slight improvement on transaction rate – 1%.

▸ In H2 2011, revenue for Singapore campaign has been increased by 50%. While the revenue for Japan & China campaigns have been decreased by 60% & 28% respectively.

▸ Singapore Manila – remain the most revenue generated revenue for Cebu Pacific Air inbound business – more than 18% of the total transactions & revenue.

▸ Discover new domestics tourist attraction – Davao City – 5% of the domestics revenue after Boracay & Cebu.

▸ Interesting highlights on Brunei & China campaigns – more than 40% of the transactions booked are not departed from the country of origin (Brunei / China)

▸ Proven expandable banner performed better compare to standard banner – Expandable banner lifted up the CTR by 7% and conversion rate by 148%.

▸ Relationship between total transaction & average value per transaction – the value of ticket is low during the peak month (March) & vice versa low month (June)


Moving Forward

▸ Geo-Targeting - (based on an end-user's IP address) allows for targeting users in different geographical locations with different sets of ads. Geo targeting in MediaMind can be set up for each user's geographic location, whether by country, state/region, city.

Geo targeting can be used, for example, to serve ads for Singapore-based flights to Singapore-based users, and ads for Kota Kinabalu-based flights for users in Kota Kinabalu. This process can then be recreated for every target audience an advertiser wants to create.

▸ Smart Trading – Ad exchanges offer advertisers great opportunities for cost-effectively engaging a specific audience. Smart Trading is a managed trading service for buying media across ad exchanges.

MediaMind trading specialists manage your buy strategy, setup and optimization, guiding you step-by-step to get the most from your budget. With powerful automation features, full integration with the MediaMind platform, and our professional trading team behind you, you can oversee exchange buys and your entire digital campaign from one place, with full price transparency and visible ROI.


Creative Improvement

▸ Rich Media Works! - Rich Media Doubles Effectiveness especially for

1. To promote new routes and service classes.

2. To position the airlines such that passengers will be willing

3. To elevate awareness of the airline and perhaps keep it top of mind when passengers are planning their next journey.

4. To highlight tourism attraction s in the Philippines

▸ Integrate with the airline’s yield management systems, matching location, price, and inventory - Display advertising is a flexible tool to generate instant demand for yield management. It is easy to align ads and messaging with empty flights, even at the last minute because occupying an empty seat in a flight that is about to take off contributes directly to the bottom line. With this in mind, online display advertising can bring ROI to new heights.


2012 Proposal ▸ Annual Commitment – USD $ 100,000 No Description Unit Price Rate Card Cost

(USD)Cebu Pacific Air -

Special Rate Value (USD)

1 Ad Serving value (Standard) 10% $ 50,000.00 4% $ 55,000.00

2 Ad Serving value (Rich Media / Video) 30% $ 50,000.00 15%

3 Retargeting $ 1,000.00 $ 10,000.00 Waived n/a

4 Geo-targeting $ 1,000.00 $ 10,000.00 Waived n/a

5 Monthly Report in Excel Format (Template) $ 2,000.00 $ 24,000.00 Waived n/a

6 Half Yearly Review in PowerPoint Format $ 5,000.00 $ 10,000.00 Waived n/a

7 Creative Production – Smart Versioning Templates $ 5,000.00 $ 60,000.00 2,500 $ 30,000.00

8 Creative Production – Expandable Banner / Rich Banner – (300kb) $ 5,000.00 $ 25,000.00 Waived n/a

9 Smart Trading $15,000.00 $ 15,000.00 15,000 $ 15,000.00

TOTAL $ 254,000.00 $ 100,000.00

62% Savings $ 154,000.00


Thank you!

cebu pacific airline international seat sale jul - dec 2011

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