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


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.


20120215_TAA_ BKKCKG

_v2

20120104_TAA_

BIG-BANG

20120315_AAX_ExtraFrequen-

cies


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


_v2

20120104_TAA_

BIG-BANG

20120315_AAX_ExtraFrequen-

cies


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


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.



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



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



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



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



Users Behavior


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


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.


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


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


Moving Forward


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


Alex Drop off..

Drop OffTagged

Search for Gold Coast

Drop off


Retarget Alex in next campaign..

Tagged Gold

Coast Drop off


Alex purchase ticket…

Ticket Purchased

Tagged Search for Gold Coast Ticket Purchased


Retarget Alex for other promotions..

Tagged Gold Coast Purchase ticket

Up sell others services

After 2 weeks… Other Promotions


To Create Product Awareness


YOU REMEMBER


To DriveConversion /

Direct Response

www.mediamind.com


IM: [email protected]

[email protected]

+6012 375 5356

@mediamind_chat

@creative_zone

http://creativezone.eyeblaster.com/


Thank you!

taa consolidated report jan - march 2012

Business

total revenue q1

total media cost

spent total of myr

total clicks

total profit

total revenuerm30

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