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360° Cross-border Tourist Mobile Advertising Solutions The Ultimate Mobile Marketing Playbook
360° Cross-border TouristMobile Advertising SolutionsThe Ultimate Mobile Marketing Playbook
Fun facts you should know about cross-border touristsAsia is rising in terms of popularity of travel destinations and number of outbound tourists Average Annual Growth of International Tourist Arrivals
by Region of Origin 2005-2015 (%)
Greater China
Top 5 Frequently-VisitedDestination for Chinese Tourists
“Asia is gradually becoming the epicenter of the travel and tourism industry”- David Scowsill, CEO of the World Travel & Tourism Council
Source: UNWTO, Visa, China Tourism Academy
Asia and the Pacific
Africa Middle East Americas Europe0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00% 6.60%6.20%
5.40%
3.90%
2.80%
Fun facts you should know about cross-border touristsChinese tourist expenditure is equivalent to the GDP of Singapore
Greater China
Singapore GDP,Ranked 37th In The World
Chinese TouristExpenditure
292.2 Billion USD
292.7 Billion USD
Source: UNWTO
292.2 Billion USD
Fun facts you should know about cross-border touristsThe passport-owning population in China is around 70 million
Source: China Tourism Academy
Only 5% of Mainland Chinese population has a passport, but the number of passport holders is more than Thailand population.
Fun facts you should know about cross-border touristsThe number of passport holders are more than Thailand population
Source: China Tourism Academy
Only 5% of population are passport holders
Around 70 million Chinese owns a passport holder
Before you start…
To increase footfalls at your brick-and-mortar stores? To create brand awareness in overseas markets? To drive the volume of app download or purchase? To encourage tourists to use certain service during
the trip? To trigger transactions before departure? To retain customers in a long term? To build up brand loyalty?
First, identity your campaign objective
** Only part of our clients listed
Cross-border Tourist Mobile Advertising Solution OverviewTarget at the overseas tourists and potential local tourists
Before Trip- Pre-Trip Booking- Industry: Hotel, Online Travel Agent
During Trip- Overseas Branding- Overseas Transaction- Industry: Credit Card Issuer, Travel Retail, Airline
After Trip- Mobile CRM through Data Collection
Potential Industries for Cross-border Tourists Target Marketing
Airline Hotel Online Travel Agent
Credit Card Issuer Travel Retail Tourism Board
& Theme Park
12+ BILLION
Biddable Inventory Per Day
600 MILLION
Unique Devices Per Month
Best Coverage in Asia
Vpon’s Ad Inventory in Asia Pacific
* Biddable Inventory in Asia Pacific Unit: Billion Per Day
2.05
3.90 1.24 2.64
0.950.29
0.20
0.88
0.45
Look-alike Audience Targeting:Finding Potential Tourists
Before Trip During Trip After Trip
• Targeting Location : Home country
• Targeting Audience : Frequent tourists and passport owners
• Targeting Location: Traveling countries
• Targeting Audience: Tourists
• Targeting Location: Home country
• Targeting Audience: Audience showing interests in previous promotions
Scenario Targeting:Finding Tourists
Retargeting:Loyal Customers
360° Cross-border Tourist Mobile Advertising Solutions
Before-trip Targeting TacticsTarget the frequent tourists and passport owners
Mobile Behavioral Data - Traveled within and outside of China in recent 3 months
- Browsed travel-related information or visited travel-related app/ web
Frequent Tourists Passport Owners
Device IP Data- Device with IP outside of China- By targeting at 5% of China residents who own a passport, the travel-themed ad campaign can save up to 90%+ of marketing investments
Data Management Platform
Vpon can identify the potential tourists and target them while they are in China.
Vpon’s Data Management Platform manages more than 2TB data monthly. The data are collected from 1st, 2nd, and 3rd parties in all forms and extracts value from data and turn customer insights
into actions.
Before-trip Best Practice
Objective : Promote exclusive offers for Chinese shoppers at Korea duty-free storesTarget Audience: Chinese tourists identified in first-tier cities 'airportsCampaign Period : 10 Days
Case Study – Skincare Brand (Travel Retail)
A/BA/B Testing
Two sets of ad creatives were launched to test for a better performance
Target at Chinese touristswho were in certain airports
LBS Targeting
Creative A/B Test
Landing Page
Offer free gifts for tourists who visited at brand’s counter in the airports and promote brand’s WeChat accountEncourage purchase to those Chinese tourists who were heading to Korea
** Photos are for illustration purpose only
Before-trip Best Practice (Cont.)Case Study – Skincare Brand (Travel Retail)
Driving O2O transactions during tripsIncreasing brand awarenessEncouraging purchase (especially for travel services)
Performance
Branding O2OBeijing Airport Shanghai Airport (Pudong)
Shanghai Airport (Hongqiao)
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%Comparison of CTR by Location
Results: Good for …
During-trip Targeting TacticsTarget at Chinese tourists while they are traveling
Scenario targeting is combining multi-dimensional targeting keys to identify location, preference, usage of a mobile device, etc. To target a Chinese tourist travelling out of China, the following targeting keyscould be set.
Mobile Connection
Location
Operating Language
Apps - Traveling Countries
- Connected to Local Data Network- Free Wi-Fi
- Simplified Chinese Apps- Installed apps only available in China App Store
- Simplified Chinese
During-trip Best PracticeCase Study – Japanese Retail Brand (Travel Retail)
Tourists were directed to an e-coupon page after clicking on the promotional ad.Tourists could redeem a free incentive when showing the e-coupon at physical stores.
Objective : Drive footfalls from online traffic to physical storesTarget Audience : Chinese tourists in JapanCampaign Period : 17 Days
Creative Scan Coupon in-store
** Photos are for illustration purpose only
Good for …
Performance
Branding O2O
Driving O2OIncreasing footfallsTriggering immediate purchase
CTR: 0.3%
After-trip Targeting TacticsBuild up brand loyalty for a long-term relationship
Reach high potential customers
Retargeting Customer Relationship Management (CRM)
Big Data CRM
- Retarget the tourists who are already familiar with the brand or demonstrate interests
- Keep the top-of-mind awareness and/or drive conversions
- Enrich the brands 'database for better profile management and analysis
- Predictive and prescriptive insights can be drawn for better decision-making to achieve business and marketing goals
After-trip Best PracticeCase Study – Macau Hotel (Hospitality Industry)
LBS Targeting
The ad was only delivered to the areas around the ferry terminal to Macau in HK
Retarget at the audience who showed interests in certain brands
Retargeting
Landing Page
Objectives : Retarget the potential customers and keep top-of-mind-awarenessTarget Audience: Hong Kong tourists to MacauCampaign Period : 28 Days
** Photos are for illustration purpose only
Creative
After-trip Best Practice (Cont.)Case Study – Macau Hotel (Hospitality Industry)
Driving repeat purchasesBringing potential customers down to the buying funnelMaintaining brand loyalty Building mobile CRM
Performance
Branding O2ORegular LBS Retarget0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Comparison of CTR by Targeting
Results: Good for …
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