Download - Taa consolidated report jan - march 2012
© 2010 MediaMind Technologies Inc. | All rights reserved
Q1 Campaigns Performance ReviewJoey Chee | Client Services Director, SEA
May 2012
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
▸ Total Campaigns Summary
▸ Total ROI Summary
▸ Campaigns Performance Overview
▸ ROAS Reviews
▸ No. Of Pax vs Average Cost Per Pax (MYR)
▸ User Behaviour on site
▸ User Favourite Route – International & Domestic
▸ Conclusions
▸ Moving Forward…
Agenda
© 2012 MediaMind | A division of DG | All rights reserved
Q1 2012 Campaigns Summary
AwarenessServed Impressions: 46,307,903Unique Impressions: 17,452,626
Average Frequency: 2.65
DesireTotal Clicks: 116,689
CTR: 0.25%Unique Clicking Users: 110,243
ActionTotal Conversions:
7,385,869Conversion Rate: 16.11% Leads:
Total of 7 million actions were captured on the landing page. 97% of the conversions (Post Impressions) were contributed by users who never clicked on the banner.
Response:Garnered 116 thousand clicks from 1% (110 thousand) of the users who exposed to the campaigns responded to the offer by clicking on the banner to the landing page.
Exposure: Delivered more than 46 billion impressions.Reached out to 17 million unique eye balls across Asia region.On average, users exposed to the campaigns not more than 3 times
© 2012 MediaMind | A division of DG | All rights reserved
Return of Investment (ROI) – Q1 2012
MediaMind Data H2 2011 Revenue (MYR)
Total Media Spend $ 371,273.55
Total Revenue $ 21,680,273.04
ROI 5739%
Total Transactions 48,667Average Value Per Transactions $ 250.92
Online InvestmentSpent total of MYR 371 thousand
Cost Per Unique Eyeball: MYR 0.20Cost Per Unique Clicks: MYR 3.33Cost Per Action / Transaction: MYR 7.50
Return of InvestmentGenerated MYR 21.6 million in 3-monthOn average, Thai AirAsia generated MYR 7.2 million monthly
Total Profit: MYR 21.3 million(‘Total Revenue’ – ‘Total Media Spend’)
Return Of Advertising Spend: 57.39('Total Revenue' divided by 'Total Media Cost’)
Total Transactions: Captured more than 48 Thousand transactions in Q1 2012On average, the campaigns generated more than 16,000 transaction monthly across all the regions.
© 2012 MediaMind | A division of DG | All rights reserved
20120215_TAA_ BKKCKG
_v2
20120104_TAA_
BIG-BANG
20120315_AAX_ExtraFrequen-
cies
20120209_TAA_ BKKCKG
20120117_TAA_SYD_pro
mo
20120227_Sydn
ey-Launch-Phase2_AAX_TA
A
20120220_TAA_
2togo
20120123_TAA_BKKSIN5
x_v2
20120104_TAA_BKKCMB
20120227_TAA_ BKKTST
2x
20120215_TAA_ BKKCKG
_v2
20120104_TAA_
BIG-BANG
20120315_AAX_ExtraFrequen-
cies
20120209_TAA_ BKKCKG
20120117_TAA_SYD_pro
mo
20120227_Sydn
ey-Launch-Phase2_AAX_TA
A
20120220_TAA_
2togo
20120123_TAA_BKKSIN5
x_v2
20120104_TAA_BKKCMB
20120227_TAA_ BKKTST
2x
Served Impressions
9486214
4612626
3499534
3178045
2147985
2127456
1330609
1766264
1855468
1205923
CTR
0.00098900000000000
1
0.0026 0.00598800000000001
0.001261
0.00253 0.006348
0.0031 0.00199 0.00703900000000001
0.002926
Booking Rate
0.00172134004145384
0.00246649088827059
0.00235145593670471
0.00347792432139885
0.00280029888476875
0.00200709203856625
0.00383583757512538
0.0025766250118895
0.00201728081540614
0.00188569253592477
500,000
2,500,000
4,500,000
6,500,000
8,500,000
0.05%0.15%0.25%0.35%0.45%0.55%0.65%0.75%
Top 10 Campaigns Review
Delivered highest Impressions – 9.4 million impressions (20% of total impressions served)
Captured highest CTR across all campaigns (CTR: 0.70%) – but it didn’t lead to highest Booking Rate (0.24%)
Note: Data based on Total Revenue Q1 2012
© 2012 MediaMind | A division of DG | All rights reserved
20120221_TAA_CMBBKKv2
20120227_TAA_MAAB
KK phase2
20120209_TAA_BKKM
AA
20120203_TAA_CMBBKK_pha
se2
20120104_TAA_CMBB
KK
20120322_TAA_CNXM
FM
20120221_TAA_BKKCMBv2
20120110_10Hottest-Shop-
pingSpot_TH_A
A
20120328_TAA_BigSale_is_bac
k
20120227_TAA_BKKCK
G phase2
20120105_TAA_Macau_plan9
20120221_TAA_CMBBKKv2
20120227_TAA_MAAB
KK phase2
20120209_TAA_BKKM
AA
20120203_TAA_CMBBKK_pha
se2
20120104_TAA_CMBB
KK
20120322_TAA_CNXM
FM
20120221_TAA_BKKCMBv2
20120110_10Hottest-Shop-
pingSpot_TH_A
A
20120328_TAA_BigSale_is_bac
k
20120227_TAA_BKKCK
G phase2
20120105_TAA_Macau_plan9
Served Impressions
783454 2771835
1151135
2151604
1302850
1445432
625510 242464 817817 883409 NaN
CTR
0.002795
0.001454
0.001311
0.00272
0.003016
0.000628
0.000662
0.002739
0.002768
0.001225
NaN
Booking Rate
0.0001327455089896
79
4.87041977606892E-
05
0.0002128334209280
41
0.0001417547095097
43
0.0003853091299842
66
0.0005195678523790
81
0.0020335406308452
3
0.0049120694206150
2
0.0018365966958378
2
0.0015972216719548
9
0.0042528114262115
2
250,000
750,000
1,250,000
1,750,000
2,250,000
2,750,000
0.05%
0.15%
0.25%
0.35%
0.45%
0.55%
Bottom 10 Campaigns Review
Contributed high booking rate (0.49%) due low amount of impressions served
Delivered high impressions (2.7 million) – contributed 135 transactions during campaign period.
Note: Data based on Total Revenue Q1 2012
© 2012 MediaMind | A division of DG | All rights reserved
20120215_TAA_ B
KKCKG_v2
20120104_TAA_B
IGBANG
20120315_AAX_E
xtraF
requen
cies
20120209_TAA_ B
KKCKG
20120117_TAA_S
YD_p
romo
20120227_Syd
neyLau
nchPhase
2_AAX_T
AA
20120220_TAA_ 2
togo
20120123_TAA_B
KKSIN5x_
v2
20120104_TAA_B
KKCMB
20120227_TAA_ B
KKTST 2
x RM-
RM1,000,000
RM2,000,000
RM3,000,000
RM4,000,000
RM- RM5,000.00 RM10,000.00 RM15,000.00 RM20,000.00 RM25,000.00 RM30,000.00 RM35,000.00
Media Cost Revenue
Top 10 ROAS Review
Media Spend (MYR) $ 11,585.50 $19,883 $ 32,780.90 $ 11,585.50 $ 19,074 $ 16,990 $ 11,585.50 $ 25,364 $ 12,947 $ 4,411
Revenue (MYR) $ 3,588,900.82 $ 3,040,382.52 $ 2,714,233.02 $2,139,603.95 $ 1,499,788.29 $ 1,179,950.46 $ 1,129,631.21 $ 1,110,945.77 $ 979,477.57 $ 62,7816.92
ROI 308.78 151.91 81.08 183.68 77.63 68.45 96.50 42.80 74.65 141.33
Highest media spend in MYR $ 32,780 (10% of the total media spent in Q1)
Generated highest revenue – MYR $ 3.5 million – the ROI as high as 308.78!!Top 3 destination – BKKSIN, HDYBKK, BKKHDY
Note: Data based on Total Revenue Q1 2012
© 2012 MediaMind | A division of DG | All rights reserved
Bottom 10 ROAS Review
20120221_TAA_C
MBBKKv2
20120227_TAA_M
AABKK phase2
20120209_TAA_B
KKMAA
20120203_TAA_C
MBBKK_phase
2
20120104_TAA_C
MBBKK
20120322_TAA_C
NXMFM
20120221_TAA_B
KKCMBv2
20120110_10Hottest
ShoppingS
pot_TH_A
A
20120328_TAA_B
igSale
_is_b
ack
20120227_TAA_B
KKCKG phase2
RM-
RM100,000
RM200,000
RM300,000
RM400,000
RM- RM5,000.00 RM10,000.00 RM15,000.00 RM20,000.00 RM25,000.00 RM30,000.00 RM35,000.00
Media Cost Revenue
Media Cost (MYR) $ 32,032 $ 16,941 $ 13,959 $ 14,611 $ 14,611 $ 11,585.50 $ 11,585.50 $ 1,085 $ 11,585.5 $ 8022
Revenue (MYR) $ 40,544.87 $ 48,995.27 $ 98,345.42 $ 122,557.33 $ 237,233.73 $ 245,861.13 $ 280,332.1 $ 321,058.23 $ 356,113.83 $ 392,886.6
ROI 0.27 1.89 6.05 7.39 15.24 20.22 23.20 294.91 29.74 47.98
One of the highest spent (10% of total Q1 Media Spent)Contributed 0.2% of total revenue
Note: Data based on Total Revenue Q1 2012
© 2012 MediaMind | A division of DG | All rights reserved
20120215_TAA_ B
KKCKG_v2
20120104_TAA_B
IGBANG
20120315_AAX_E
xtraF
requen
cies
20120209_TAA_ B
KKCKG
20120117_TAA_S
YD_p
romo
20120227_Syd
neyLau
nchPhase
2_AAX_T
AA
20120220_TAA_ 2
togo
20120123_TAA_B
KKSIN5x_
v2
20120104_TAA_B
KKCMB
20120227_TAA_ B
KKTST 2
x -
2,000 4,000 6,000 8,000
10,000 12,000 14,000 16,000 18,000
RM- RM50.00 RM100.00 RM150.00 RM200.00 RM250.00 RM300.00 RM350.00
No. Pax Average Cost Per Pax
No. Of Pax VS Average Cost Per Pax (MYR)
No. Pax 16,329 11,377 8,229 11,053 6,015 4,270 5,104 4,551 3,743 2,274
Average Cost Per Pax (MYR) $ 219.79 $ 267.24 $ 329.84 $ 193.58 $ 249.34 $ 276.34 $ 221.32 $ 244.11 $ 261.68 $ 276.08
Attracted most number of travelers – 16,329 transactionsLowest average value per ticket – MYR 219.79
Note: Data based on Total Revenue Q1 2012
© 2012 MediaMind | A division of DG | All rights reserved
20120215_TAA_ B
KKCKG_v2
20120104_TAA_B
IGBANG
20120315_AAX_E
xtraF
requen
cies
20120209_TAA_ B
KKCKG
20120117_TAA_S
YD_p
romo
20120227_Syd
neyLau
nchPhase
2_AAX_T
AA
20120220_TAA_ 2
togo
20120123_TAA_B
KKSIN5x_
v2
20120104_TAA_B
KKCMB
20120227_TAA_ B
KKTST 2
x RM-
RM5,000.00 RM10,000.00 RM15,000.00 RM20,000.00 RM25,000.00 RM30,000.00 RM35,000.00
RM- RM2.00 RM4.00 RM6.00 RM8.00 RM10.00 RM12.00 RM14.00 RM16.00
Media Cost CPA CPM CPC
Q1 2012 ROI Reviews
Media Spend (MYR) $ 11,585.50 $ 19,883 $ 32,780.90 $ 11,585.50 $ 19,074 $ 16,990 $ 11,585.5 $ 25,364 $ 12,947 $ 4,411
CPM $ 1.22 $ 4.30 $ 6.91 $ 2.13 $ 5.18 $ 6.64 $ 4.42 $ 9.10 $ 6.06 $ 3.54
CPC $ 1.23 $ 1.66 $ 1.56 $ 2.89 $ 3.51 $ 1.26 $ 2.81 $ 7.22 $ 0.99 $ 1.25
CPA $ 1.23 $ 2.91 $ 6.91 $ 3.65 $ 8.88 $ 7.99 $ 8.70 $ 14.36 $ 6.60 $ 3.54
Average CPM = $ 7.27 per 1,000 impressionAverage CPC = $ 2.89 per click
Average CPA = $ 6.92 per transaction
Note: Data based on Total Revenue Q1 2012
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
Users Behavior
© 2012 MediaMind | A division of DG | All rights reserved
AirAsia - Landing URL AirAsia.com Homepage
1 - Select 2 - Guest 3 - Payment 4 - Itinerary0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2.16%
7.08%
2.98%2.61%
0.95%
0.11%
Users Behavior on Site
▸ 1,265 conversions landed on the AirAsia mobile site
▸ 47 users made booking via the mobile site
3.2 million conversions (44% of total conversions) were recorded on the “Homepage”Assumed these users exposed to the campaign but did not click on the banners OR repeat visitors
63% (771, 784 Conversions) of users decided to proceed to “Payment” after they got the final costing of the chosen flights
32% (48,667 users) successfully made payment and finally landed on the Itinerary page
99% of users dropped of along the booking journey
© 2010 MediaMind Technologies Inc. | All rights reserved
Users Favorite Domestic Route
Destination PNR Pax Revenue
hdybkk 3,926 6,127 RM 1,129,576.75
bkkhdy 3,692 5,973 RM 1,110,303.00
bkkhkt 2,137 4,077 RM 909,371.50
bkkcnx 2,987 5,473 RM 819,500.19
cnxbkk 2,163 3,456 RM 453,230.65
bkkcei 1,504 2,737 RM 438,215.16
nstbkk 1,784 2,719 RM 426,026.69
hktbkk 1,329 2,095 RM 425,740.38
bkknst 1,455 2,131 RM 329,964.79
bkkuth 1,296 2,041 RM 292,058.58
▸ 60% of revenue (RM 12.9 Million) contributed by domestic route = 38,283 bookings.
© 2012 MediaMind | A division of DG | All rights reserved
Destination PNR Pax Revenue
bkksin 2,032 4,439 RM 1,573,747.93
bkkmfm 1,086 2,712 RM 1,032,540.60
bkkhkg 787 1,818 RM 893,332.17
Bkkkul 782 1602 RM 545,045.86bkksgn 404 709 RM 249,171.37
bkkcan 359 715 RM 367,236.50
sinbkk 344 583 RM 164,970.53
bkkhan 322 721 RM 227,643.29 bkkccu 281 440 RM 198,471.56
kulbkk 276 469 RM 123,257.20
Users Favorite International Route
▸ International Route contributed 40 % of revenue (RM 9.6 Million) = 11,171 bookings.▸ Also generated inbound international revenue – SINBKK & KULBKK
© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc | All rights reserved
Conclusion
© 2010 MediaMind Technologies Inc. | All rights reserved
Conclusion
▸ In Q1 2012, Thai AirAsia campaigns performed better than benchmark – the campaigns reached out to 46 millions unique users across 3-month period. Garnered 0.25% CTR (0.11%) & achieved 16.11% (benchmark – 1.11%) conversion rate .
▸ 20120215_TAA_ BKKCKG_v2 – generated highest revenue MYR 3.5 million. However, BKKCGK generated MYR 13,574.10 .
▸ 1.13% of the users who landed on the landing page have successfully made a booking till the itinerary page. Also captured bonus revenue on AirAsia mobile site.
▸ Users favourite domestic route – Haytai, Bangkok, Cheng Mai, Cheng Rai, Phuket
▸ Users favourite international route – Singapore, Hong Kong, Macau , Kuala Lumpur, Saigon
© 2012 MediaMind Technologies Inc. | All rights reserved
Moving Forward
© 2012 MediaMind Technologies Inc. | All rights reserved
Meet Alex…
Alex is planning to have vacation with his girl friend He visit to AirAsia website to search for air ticket to Gold Coast
Tagged Search for Gold Coast
© 2012 MediaMind Technologies Inc. | All rights reserved
Alex Drop off..
Drop OffTagged
Search for Gold Coast
Drop off
© 2012 MediaMind Technologies Inc. | All rights reserved
Retarget Alex in next campaign..
Tagged Gold
Coast Drop off
© 2012 MediaMind Technologies Inc. | All rights reserved
Alex purchase ticket…
Ticket Purchased
Tagged Search for Gold Coast Ticket Purchased
© 2012 MediaMind Technologies Inc. | All rights reserved
Retarget Alex for other promotions..
Tagged Gold Coast Purchase ticket
Up sell others services
After 2 weeks… Other Promotions
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To Create Product Awareness
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© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
makingsense
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YOU REMEMBER
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To DriveConversion /
Direct Response
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