hku space & university of surrey open day: tourism forum presented by kevin huang ceo pixel...
TRANSCRIPT
HKU SPACE & University of Surrey Open Day: Tourism Forum
Presented by
Kevin Huang
CEO
Pixel Media
March 20, 2010
Agenda
• Internet in China
• Travel habits online
• Show Case and Case Study of Tourism Clients using Online
• About Pixel Media
Internet in China
Source: CNNIC, 2010 Jan
384 million internet users in China as of 2009 and still growing strong . Forecasted to reach 840m (62% penetration by 2013) vs US’s 231m internet users.
Internet in China
Source: CNNIC, 2010 Jan
Time spent online per week grew from 16.6 hours/week to over 18 hours / week
2/3 of China’s internet users are over 25 year olds with high disposable income and practically grew up with the internet.
Internet in China
Demographics of China’s internet users reflected in the kinds of activities users engage in online
Users spend more time online…
Synovate Young Asian Study
Over 4.8 hours spent online EACH DAY
“ Can you still choose to ignore the internet based on those numbers?
And so how does the internet fit into a consumer’s travel purchase
pattern?
Leisure travelers plan their trips 3-4 weeks in advance
Base: China - Those who have traveled for leisure (Sample size: 518)Q. For your personal/leisure trips, how far in advance do you usually…?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
21 2022
88
3
16
25
30
36
Start travel plans Make reservations/ booking for travel
Less than 1 week ago 1-2 weeks ago 3-4 weeks ago
1-2 months ago 3 months or longer ago
No. of weeks in advance to start travel plans & make reservations (%)
Average no. of weeks in advance:4.0 weeks 2.7 weeks
Page 10 |
Base: China - Those who have traveled for business or leisure (Sample size: 564)Q. Which of the following sources do you use for your planning or researching for travel, either for business or leisure purpose?And which do you think is the most important?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
81
5653
41 41 40 39
3127
12
47
1711
310
2 2 3 3 0
Use for planning/ researching for travel
Most important source
%
Internet Guide books
Friends/ Relatives/ Colleague
s
Travel agents
Email offers/
programs
Travel brochure
s
Magazines
Newspapers
TV Radio
The internet - The most indispensable source for travelers
• Followed by word of mouth, guide books and travel brochures• TV & magazines are further down the list
Page 11 |
Base: China - Those who use internet for travel plan/research (Sample size: 457) *Among those who are workingQ. When you plan or research for travel on the internet, where are you usually at?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Both at work and at home equally
34%
Other places
2%
Mostly at work12%
Mostly at home52%
Home is the primary location for planning travel online but a significant proportion do so at work
Plan/Research for travel on the internet at home: 86% (84%)*at work: 46% (58%)*
Page 12 |
Base: China - Those who use internet for travel plan/research (Sample size: 457)Q. What types of websites/services do you use when you plan or research for travel, either for business or leisure purpose?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Portals are the most used online destination for travel planning
52
47 4644 44
3331 30
2826
12
5
Portals Online travel
agencies
Search engines
Travel community
sites
Travel guide
websites
Airline websites
Tourism bureau
websites
Hotel websites
Travel blogs
Email offers/
programs
Car rental
websites
Opaque/ discount websites
Websites/Services use when plan or research for travel, for business or leisure
trips (%)
Page 13 |
51
48
35
30
28
22
21
16
12
40
Air tickets
Hotels
Travel packages
Event tickets
Sightseeing tours
Local transportation tickets (excl. air tickets)
Travel insurance
Car hire
Cruises
Other travel-related services
Base: China - All respondents (Sample size: 650) Q. In the past 12 months, which of the following services have you researched into using the internet? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Air tickets & hotels – Most researched items online
Travel services researched for online in past 12 months (%)
Page 14 |
Hotels & air tickets - Top 2 items purchased/reserved online
Base: China - All respondents (Sample size: 650) Q. In the past 12 months, which of the following services have you bought over the internet? … bought offline?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Travel services bought online vs offline in past 12 months (%)
30
30
19
14
11
11
11
10
8
13
30
32
23
21
27
26
20
20
12
20
Hotels
Air tickets
Event tickets
Travel packages
Travel insurance
Local transporation tickets (excl. air tickets)
Sightseeing tours
Car hire
Cruises
Other travel-related services
Bought online
Bought offline
Page 15 |
50
41
33
32
18
16
16
9
5
27
Air tickets
Hotels
Travel packages
Event tickets
Sightseeing tours
Travel insurance
Local transportation tickets (excl. air tickets)
Car hire
Cruises
Other travel-related services
Base: China - All respondents (Sample size: 650) Q. Which of the following services do you plan to purchase on the internet more? Which of the following services do you plan to purchase on the internet?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Air tickets & hotels – Will continue to be the most purchased items online
Travel services plan to purchase/plan to purchase more on the internet in next 12
months (%)
35
34
25
31
20
19
9
8
10
8
Last business
trip
Last leisure trip
Less than US$250 US$250 - 499 US$500 - 999
US$1,000 - 1,999 US$2,000+
Online travel purchasers spent around US$900 for purchasing travel services online on last trip
Page 16 |
Base: China - Those who have bought online (Sample size: 371)Q. Which of the following ranges represent the total amount you have spent for online travel purchase/reservations on your last business or leisure trips?Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Average spent on last
trip
US$900
US$980
Average spent on last
trip
US$900
US$980
Amount spent for online travel purchases/reservations on last business or
leisure trip (%)
72
6259
55
44
34
Advertising is a useful source of
travel ideas
The internet gives me greater
depth of information on travel products/
services
Doing travel reservations via
the internet makes my life
easier
The internet is the best way to compare value
Using the internet to
purchase is the best way to save
money
I feel safe making travel
bookings/ reservations
online
Page 17 |
Internet users are receptive to planning travel online
Base: China - All respondents (Sample size: 650) Q. Please tell us how much you agree or disagree with each of the following statements about holidays.Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
% Strongly/Somewhat agree
Strongly/Somewhat disagree:5% 8% 12% 12% 15%
20%
Strongly/Somewhat disagree:5% 8% 12% 12% 15%
20%
Page 18 |
60
47
39 37
23 20
10
19
Online photoalbums
Blogs Emails Instantmessaging
Personalhomepage
Chatrooms/forums
Video sharingsites
Othermethods via
internet
Base: China - Those who have traveled for leisure (Sample size: 518)Q. After your holiday trip, how do you share your travel experience? Source: MSN/Windows Live Online Travel Survey Feb 2007 conducted by Synovate
Travelers share their travel experience online, mainly by sharing photos
Methods used to share travel experiences after the holiday trip (%)
A Showcase of Travel advertising tapping on Digital Advertising:
AIRLINES
Low Cost Fares by Airlines
Often directs users back to their own sites for direct sales and cheap rates apply to online booking only
Advantages
• Efficient and Cost Effective
• Direct
• Fast
• Sold !
A Showcase of Travel advertising tapping on Digital Advertising:
THEME PARKS
Seasonal Themes at Parks
Build Awareness
Drive Need
Enable Virtual Tour
Advantages
• Audience Segmentation Available
• Reach users at Work or outside of TV Time
• Interactive and Engaging
A Showcase of Travel advertising tapping on Digital Advertising:
HOTELS
Hotels and Resorts
Branding or Tactical
Drive Promotions and Offers
Advantages
• Bigger and Engaging formats for better branding
• Its TV.. Just MUCH BETTER
• Track able and Justifiable
A Showcase of Travel advertising tapping on Digital Advertising:
Destinations / Tourism Boards
Tourism Boards and Destinations
Build Awareness
Drive Need
Enable Virtual Tour
Advantages
• Audience Segmentation Available
• Reach users at Work or outside of TV Time
• Interactive and Engaging
Case Study:
a Leading Hotel in Asia
Ran with a 22 second TVC online
Data from eyeblaster ReportsData from eyeblaster Reports
Metrics Results
Campaign period 5 weeks
Total Impressions Ran > 12 million
Unique Users Reached 2.67 million
Average TVC Shown
Per Unique User
4.52
CTR% 1.57%
Total Clicks / Interest drive to client’s website
>185,000
Total Interactions / Rate > 35 million / 296%
TVC length 22 seconds
Average Duration of TVC Played (actual)
14.39 seconds
(65%)
% of Actual Video Viewed
* Interaction defined as actions such as play, replay, mute, pause, close* Interaction defined as actions such as play, replay, mute, pause, close
About Pixel Media
• Pixel Media is a leading Asia focused online advertising sales company delivering greater ROI for advertisers and publishers with online advertising solutions.
• Founded in 2002, following the management buyout of DoubleClick Media Hong Kong.
• Current Presence in Greater China and South East Asia
• Six operating offices employing about 80 media and advertising professionals
• Revenues grew by 15 fold since its founding and achieved operating profitable each year since its founding
Our Vision
To connect advertisers to their target audience online efficiently
Where Pixel stands in the digital ad value chain
Pixel Media Group value adds with sophisticated ad targeting technology to bring better ROI to advertisers and publishers; Revenue shares earned with websites
Our Business Model
Our Businesses
1) Sales House (Site Representation)Major brands include: MSN, Sina, Sohu, QQ, HKTDC
Over 50 websites under Exclusive Representation
2) Ad Network 4 markets, 300+ websites,
15 channels ,+50% reach in all markets.
#1 ad network in China, #2 in Hong Kong, and #3 in SG and MY respectively*
3) Ad Tech Serving ads to our websites and delivering targeting and ROI to advertisers
* Comscore media metrix Jan 2010 Ad Network ranking measured by reach
Pixel Media Web Publisher Partners
Majority of Representation are exclusive in nature; For Example Microsoft Advertising: Exclusive Sales House in Hong KongSohu.com – Exclusive HK and South East Asian Sales HouseSina.com.hk – Exclusive Global Sales Representative
and more.
Adsfactor Network Website Partners
and more.
• Consumers are spending more and more time online today and will continue to do so
• Research about their travel now often done online; its just easier No?
• Will become increasingly comfortable with transactions and e-commerce
• Advertisers need to reach them at Planning Stage, not at transactional / purchase time
• Look beyond travel websites for advertising to reach a broader audience
• Measure what you cannot offline • Friend, Foe or Frenemy?
Summary
