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K Path to conversion and content marketing New research and digital solutions to drive travel bookings Webinar June 5, 2014
2. K Kevin May Editor & Moderator Gene Quinn CEO & Producer Your hosts 3. K Melissa Bahadur Senior Manager, Strategic Research & Insights Yahoo Your panelists Tenni Theurer Senior Director, Product Management for Commerce Yahoo 4. 4 PRESENTED BY MELISSA BAHADUR June 5, 2014 Path to Conversion Hotels and Airlines 5. 55 Definitions, Brand Inclusion and Timeframe Methodology and Definitions Sources: Path to Conversion, Yahoo & Compete Data through August 2013 Prospects Consumers search for a hotel room on a hotel site by entering a location and/or date for a hotel reservation Started Hotel Reservation Consumers who went on to start a hotel reservation online Completed Hotel Reservation Consumers who completed a hotel reservation online PROSPECTS START COMPLETED W E C A P T U R E D : Activity: Prospect activity Started Hotel Reservation activity Completed Hotel Reservation activity Using clickstream data from Competes panel of 2 million U.S. online consumers Analysis Timeframe: 12 Month Cumulative 6. 6 The Purchase Funnel 7. 77 Throughout the course of the year, Marriott and Hilton lead the way in driving the largest pool of prospects from which to gather conversions Top of the Performance Funnel: Driving Prospects * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Prospects: 24,400,059 Hilton Prospects: 20,993,123 Best Western Prospects: 7,823,783 Holiday Inn/Express Prospects: 15,768,971 Sheraton Prospects: 1,811,585 Disney Prospects: 15,940,241 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ PROSPECTS 8. 88 Marriott and Hilton are the most efficient in getting prospects to start a hotel reservation followed by Best Western Getting Prospects to Start Hotel Reservations * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Prospects: 24,400,059 Hilton Prospects: 20,993,123 Best Western Prospects: 7,823,783 Holiday Inn/Express Prospects: 15,768,971 Sheraton Prospects: 1,811,585 Disney Prospects: 15,940,241 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ Disney, Holiday Inn/Express and Sheraton get less than 20% of their prospects to start a hotel reservation PROSPECTS 9. 99 Hilton and Holiday Inn/Express are the most efficient in getting starts to complete a hotel reservation followed closely by Marriott and Best Western who get half of those who started to complete the reservation process Getting Starts to Complete Hotel Reservations * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Completes: 7,617,606 Hilton Completes: 9,590,014 Best Western Completes: 1,841,235 Holiday Inn/Express Completes: 1,586,918 Sheraton Completes: 95,710 Disney Completes: 123,747 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ LOW CONVERSION RATES Sheraton and Disney get less than half of their starts to complete a hotel reservation START 10. 1010 Overall, there is no hotel that has it all figured out in terms of balancing scale and efficiency; Hilton is well positioned while each hotel brand has the potential to improve performance at different stages of the funnel Hotel Performance Rates By Brand H O T E L I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Marriott Completes: 7,617,606 Hilton Completes: 9,590,014 Best Western Completes: 1,841,235 Holiday Inn/Express Completes: 1,586,918 Sheraton Completes: 95,710 Disney Completes: 123,747 (+) HIGH START TO COMPLETE RATE: HOTEL (-) LOW START TO COMPLETE RATE: HOTEL (-)LOWPROSPECTTOSTARTRATE:HOTEL (+)HIGHPROSPECTTOSTARTRATE:HOTEL + _ + _ + _ * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study COMPLETED 11. 1111 B O T T O MM I D D L ET O P Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel Hotel Performance Summary by Brand Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study PROSPECTS START COMPLETED Increase Scale, Brand Focus Retargeting, Behavioral Targeting, Landing Page Optimization Offer Testing, Retargeting, Landing Page Optimization S O L U T I O N SS O L U T I O N S S O L U T I O N S KPI Prospects Prospect to Start* Start Reservation Start to Complete* Completed Marriott 24,400,059 64% 15,555,308 49% 7,617,606 Hilton 20,993,123 59% 12,344,400 78% 9,590,014 Disney 15,940,241 9% 1,400,773 9% 123,747 Holiday Inn/Express 15,768,971 16% 2,536,927 63% 1,586,918 Best Western 7,823,783 51% 3,984,173 46% 1,841,235 Sheraton 1,811,585 14% 260,946 37% 95,710 12. 1212 There is a delicate balance in maintaining optimal scale, engagement and performance efficiency. Summary Hotels need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance PROSPECTSSTARTSCOMPLETES 13. 13Yahoo 2014 Confidential & Proprietary. Hotels: Path to Conversion 14. 1414 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary DOMAINS ENTERTAINMENT/CELEBRITY NEWS FINANCE HOMEPAGES LIFESTYLE LOGIN MAIL NEWS SCREEN SEARCH SPORTS TRAVEL Conversion Analysis 15. 1515 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Day 1.Day 30 1 Click Referral PROSPECTS START COMPLETED 16. 1616 R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s ) Facebook, Yahoo and Google lead the way in reaching Hotel converters 30 days prior to conversion Yahoo vs. Competition 30 Day Reach: Display Sites Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary 69% 68% 67% 48% 27% Facebook Yahoo Sites Google Sites AOL Sites Microsoft Sites 68% of hotel converters visited Yahoo 30 days prior to purchasing a hotel reservation 17. 17Yahoo 2014 Confidential & Proprietary. 17 Yahoo reaches Hotel Reservation converters on Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton 30 days prior to conversion Yahoo vs. Competition: 30 Day Reach R E A C H T O H O T E L R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N ) Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites Marriott 68% 67% 66% 47% 28% Hilton 65% 66% 66% 48% 29% Disney 72% 71% 79% 46% 26% Holiday Inn/Express 64% 63% 65% 48% 28% Best Western 66% 66% 67% 47% 29% Sheraton 74% 68% 68% 50% 22% Category Average 68% 67% 69% 48% 27% 68% of hotel reservation converters on Marriott.com visited Yahoo Sites 30 days prior to completing a reservation 18. 18Yahoo 2014 Confidential & Proprietary. 18 Source: Path to Conversion, Yahoo & Compete Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary 35% 35% 35% 34% 23% 17% 16% 13% 12% 7% 6% Yahoo Login Yahoo Mail Yahoo Search Yahoo Homepage Yahoo News Yahoo Sports Yahoo Finance omg Shine Yahoo! Travel Yahoo! Screen Yahoo Login, Mail, Search and Homepage are the leading sites reaching Hotel reservation converters 30 days prior to conversion 30 Day Reach: Top Yahoo Sites T O P Y a h o o S I T E S R E A C H I N G H O T E L R E S E R V A T I O N C O N V E R T E R S Yahoo Login, Mail, Search and the Homepage reach more than 1 out of 3 hotel reservation converters 19. 1919 C O N S U M E R S W H O C O M P L E T E D H O T E L R E S E R V AT I O N S B Y H O T E L S I T E AV E R A G E Yahoo is #1 hotel reservation converters coming from Mail, Login, Homepage, omg!, Finance and Shine compared to the competition Hotel Reservations: Top Yahoo Sites Source: Path to Conversion2525, Yahoo & Compete Average hotel reservation completes across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Competitive Rank Hotel Reservation Complete Share vs. Competitors Yahoo Mail #1 35% #2 Gmail, #3 Hotmail, #4 AOL Mail Yahoo Login #1 39% #2 Youtube HP, #3 MSN HP, #4 AOL HP Yahoo Search #3 18% #1 Google Search, #2 Bing, #4: Ask Yahoo Homepage #1 37% #2 Youtube HP,, #3 MSN HP, #4 AOL HP Yahoo News #2 26% #1 NBC News, #3 HPMG News, #4 CNN, #5 CBS News Yahoo Sports #2 26% #1 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA Today Sports omg! #1 43% #2 TMZ, #2 People, #3 E!Online, #4 Zimbio Yahoo Finance #1 33% #2 MSN Money, #3 Dow Jones & Company, #4 CNN Money, #5 AOL Money & Finance Shine #1 43% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar Yahoo Travel #2 24% #1: TripAdvisor, #3 MSN Travel, #4 HuffPost Travel Yahoo Screen #2 12% #1: Youtube, #3 Vimeo, #4 Hulu, #5 AOLOn 20. 2020 Yahoo Sites directly drive a significant proportion of Hotel Reservation prospects, starts and completed reservations vs. the competition Direct Referrals Path to Conversion: Display Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary PROSPECTS START COMPLETED D I R E C T R E F E R R A L S Drove 51% Hotel Reservation Prospects Drove 49% Hotel Reservation Starts Drove 42% Hotel Reservation Completes Yahoo 533K Microsoft 180K Facebook 91K AOL 176K Google 99K Yahoo 1.1M Microsoft 369K AOL 307K Facebook 215 K Google 186K Yahoo 303K Microsoft 135K Google 82K AOL 134K Facebook 62K 21. 2121 Yahoo Sites directly refer qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton sites Direct Referrals from Yahoo Sites: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S 1.7M 1.4M 1.7M 940K 1.09K 1.1M 886K 163K 106K 387K 563K 665K 20K 88 K 182K 741K PROSPECTS START COMPLETED 22. 2222 Yahoo-Bing Search drives 42% of search based conversions Direct Referrals: Path to Conversion: Search Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton Yahoo Confidential & Proprietary D I R E C T R E F E R R A L S Drove 37% Hotel Reservation Prospects Drove 36% Hotel Reservation Starts Drove 42% Hotel Reservation Completes PROSPECTS START COMPLETED Yahoo Bing 810K Google 1.4M Ask 72K Yahoo Bing 2MGoogle 3.3M Ask 91K Yahoo Bing 656K Google 850K Ask 43K 23. 2323 Yahoo-Bing directly refers qualified traffic to Marriott, Hilton, Disney, Holiday Inn/Express, Best Western and Sheraton sites Direct Referrals from Yahoo|Bing Network: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G 3.5M 2.9M 5.7M 1.4M 204K 2.2M 1.7M 867K 142K 586K 26K 996K 1.3M 88K 91K 3.1M PROSPECTS START COMPLETED 24. 24Yahoo 2014 Confidential & Proprietary. 24 Summary 68% of hotel converters visited Yahoo in 30 days prior to submitting a reservation Yahoo Display Sites (excludes Yahoo Search) directly drive 42% of hotel reservation completes Yahoo/Bing Search drives 42% of hotel reservation completes Consumers who purchase hotel reservations are more likely to come from Yahoo vs. the competition COMPLETE 25. 25 June 2014 Path to Conversion Airlines 26. 2626 Methodology and Definitions Definitions, Brand Inclusion and Timeframe Sources: Path to Conversion, Yahoo & Compete Data through August 2013 Prospects Consumers search for a flight on an airline site by entering a location and/or date for a flight Started Airline Reservation Consumers who went on to start an airline reservation online Completed Airline Reservation Consumers who completed an airline reservation online PROSPECTS START COMPLETED W E C A P T U R E D : Activity: Prospect activity Started Airline Reservation activity Completed Airline Reservation activity Using clickstream data from Competes panel of 2 million U.S. online consumers Analysis Timeframe: 12 Month Cumulative 27. 2727 The Purchase Funnel 28. 2828 Top of the Performance Funnel: Driving Prospects Throughout the course of the year, Southwest and Delta lead the way in driving the largest pool of prospects from which to gather conversions * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS 29. 2929 Getting Prospects to Start Airline Reservations Southwest is the most efficient in getting prospects to start the airline reservation process A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS Delta, United, American Airlines and JetBlue get less than half of their prospects to start an airline reservation * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study 30. 3030 Getting Starts to Complete Airline Reservations Delta is the most efficient in getting starts to complete airline reservations. United and American Airlines get half of those who started an airline reservation to complete the reservation. A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS Southwest and JetBlue get less than half of their starts to complete an airline reservation * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study 31. 3131 Airline Performance Rates by Brand Overall, there is no airline that has it all figured out in terms of balancing scale and efficiency, with each airline having the potential to improve performance at different stages of the purchase funnel A I R L I N E I N D U S T R Y P E R F O R M A N C E -10% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Delta Prospects: 38,696,623 Southwest Prospects: 83,437,322 American Airlines Prospects: 30,484,785 United Prospects: 28,104,374 JetBlue Prospects: 22,040,104 (+) HIGH START TO COMPLETE RATE: AIRLINE (-) LOW START TO COMPLETE RATE: AIRLINE (-)LOWPROSPECTTOSTARTRATE:AIRLINE (+)HIGHPROSPECTTOSTARTRATE:AIRLINE + _ + _ + _ PROSPECTS * Bubble Size denotes Prospect Size Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study 32. 3232 B O T T O MM I D D L ET O P Airline Performance Summary by Brand Performance by brand reflects unique challenges facing each brand at each stage of the shopping funnel PROSPECTS START COMPLETED Increase Scale, Brand Focus Retargeting, Behavioral Targeting, Landing Page Optimization Offer Testing, Retargeting, Landing Page Optimization S O L U T I O N SS O L U T I O N S S O L U T I O N S KPI Prospects Prospect to Start* Start Reservation Start to Complete* Completed Southwest 83,437,322 50% 41,604,858 35% 14,755,672 Delta 38,696,623 18% 6,948,790 71% 4,931,526 American Airlines 30,484,785 33% 9,950,007 49% 4,854,233 United 28,104,374 30% 8,504,518 50% 4,264,339 JetBlue 22,040,104 21% 4,612,509 18% 813,815 Sources: Path to conversion, Yahoo & Compete All volumes reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study 33. 3333 Summary of Findings There is a delicate balance in maintaining optimal scale, engagement and performance efficiency. Airlines need to continually monitor their shopping funnel and pull the appropriate marketing levers to improve performance PROSPECTSSTARTSCOMPLETES 34. 3434 Airlines: Path to Conversion 35. 3535 Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary DOMAINS ENTERTAINMENT/CELEBRITY NEWS FINANCE HOMEPAGES LIFESTYLE LOGIN MAIL NEWS SCREEN SEARCH SPORTS TRAVEL Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis 36. 3636 Understand where you can connect with consumers before they convert and which websites send the highest quality customer traffic to your site Conversion Analysis Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Day 1.Day 30 1 Click Referral PROSPECTS START COMPLETED 37. 37Yahoo 2014 Confidential & Proprietary. 37 R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S 3 0 D A Y S P R I O R C O N V E R S I O N ( U V s ) Google, Facebook and Yahoo lead the way in reaching Airline converters 30 days prior to conversion Yahoo vs. Competition 30 Day Reach: Display Sites Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary 66% 65% 64% 41% 27% Google Sites Facebook Yahoo Sites AOL Sites Microsoft Sites 64% of airline converters visited Yahoo 30 days prior to purchasing a flight 38. 38Yahoo 2014 Confidential & Proprietary. 38 Yahoo reaches Airline Reservation converters on Southwest, American Airlines, Delta, United and JetBlue 30 days prior to conversion Yahoo vs. Competition: 30 Day Reach R E A C H T O A I R L I N E R E S E R V A T I O N C O N V E R T E R S ( 3 0 D A Y S P R I O R T O C O N V E R S I O N ) Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary Property Yahoo Sites Google Sites Facebook AOL Sites Microsoft Sites Southwest 61% 61% 61% 39% 25% American 65% 65% 64% 40% 26% Delta 62% 63% 63% 41% 26% United 61% 63% 58% 40% 26% JetBlue 72% 80% 80% 45% 31% Category Average 64% 66% 65% 41% 27% 61% of airline reservation converters on Southwest.com visited Yahoo 30 days prior to completing a reservation 39. 39Yahoo 2014 Confidential & Proprietary. 39 Source: Path to Conversion, Yahoo & Compete Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue Yahoo Confidential & Proprietary 32% 32% 32% 29% 19% 13% 13% 10% 10% 6% 5% Yahoo Search Yahoo Mail Yahoo Login Yahoo Homepage Yahoo News Yahoo Sports Yahoo Finance omg Shine Yahoo Screen Yahoo Travel Yahoo Search, Mail, Login and Homepage are the leading sites reaching Airline reservation converters 30 days prior to conversion 30 Day Reach: Top Yahoo Sites T O P Y a h o o S I T E S R E A C H I N G A I R L I N E R E S E R V A T I O N C O N V E R T E R S Yahoo Search, Mail, Login and the Homepage reach more than 1 out of 3 airline reservation converters 40. 4040 C O N S U M E R S W H O C O M P L E T E D AI R L I N E R E S E R V AT I O N S B Y AI R L I N E S I T E AV E R A G E Yahoo is #1 for airline converters coming from Mail, Login, Homepage, News, Sports, Finance, omg! and Shine compared to the competition Airline Reservations: Top Yahoo Sites Comp Rank Airline Reservation Complete Share vs. Competitors Yahoo Search #3 18% #1 Google Search, #2 Bing, #4 Ask Yahoo Mail #1 36% #2 Gmail, #3 Hotmail, #4 AOL Mail Yahoo Login #1 45% #2 Youtube HP, #3 AOL HP, #4 MSN HP Yahoo Homepage #1 42% #2 Youtube HP, #3 AOL HP, #4 MSN HP Yahoo News #1 30% #2 HPMG News:, #3 NBC News, #4 CNN, #5 CBS News Yahoo Sports #1 35% #2 ESPN, #3 FOX Sports, #4 Bleacher Report, #5 CBS Sports, #6 USA Today Sports Yahoo Finance #1 50% #2 MSN Money, #3 Dow Jones & Company, #4 AOL Money & Finance, #5 CNN Money omg! #1 50% #2 TMZ, People, #3 E!Online, #4 Zimbio Shine #1 50% #2 AOL Lifestyle, #3 Glam Media, #4 SheKnows, #5 PopSugar Yahoo Screen #2 8% #1 Youtube, #3 Vimeo, #4 Hulu, AOLOn Yahoo Travel #2 19% #1 TripAdvisor, #3 MSN Travel, #4 HuffPost Travel Source: Path to Conversion, Yahoo & Compete Average airline reservation completes across Southwest, American Airlines, Delta, United and JetBlue Yahoo Confidential & Proprietary 41. 4141 Yahoo Sites directly drive a significant proportion of Airline Reservation prospects, starts and completed reservations vs. the competition Direct Referrals Path to Conversion: Display Sites Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Southwest, Delta, United, American Airlines and JetBlue Yahoo Confidential & Proprietary PROSPECTS START COMPLETED D I R E C T R E F E R R A L S Drove 50% Airline Reservation Prospects Drove 51% Airline Reservation Starts Drove 49% Airline Reservation Completes Yahoo Sites 1.7M Microsoft Sites 521K Google Sites 291K AOL Sites 447K Facebook 333K Yahoo Sites 4.6M Microsoft Sites 1.5M AOL Sites 1.2M Facebook 1.0M Google Sites 820K Yahoo Sites 637K AOL Sites 217K Google Sites 135K Microsoft Sites 203K Facebook 95K 42. 4242 Yahoo Sites directly refer qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites Direct Referrals from Yahoo Sites: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O S I T E S 11.1M 3.2M 4.1M 2.9M 5.2M 1.2 M 676K 847K 482K 1.7M 580K 490K 402 K 48K 1.9M PROSPECTS START COMPLETED 43. 4343 Yahoo-Bing Search drives 40% of search based conversions Direct Referrals: Path to Conversion: Search Sites D I R E C T R E F E R R A L S Drove 41% Airline Reservation Prospects Drove 41% Airline Reservation Starts Drove 40% Airline Reservation Completes PROSPECTS START COMPLETED Yahoo Bing 2.0M Google Search 2.8M Ask 77K Yahoo Bing 6M Google Search 8.6M Ask 220K Yahoo Bing 640K Google Search 923K Ask 35K Numbers reflect total universe inclusive of Yahoo Domain & top competitive sites included in the study Source: Path to Conversion, Yahoo & Compete Category Average across Southwest, Delta, United, American Airlines and JetBlue Yahoo Confidential & Proprietary 44. 4444 Yahoo-Bing directly refers qualified traffic to Southwest, American Airlines, Delta, United and JetBlue sites Direct Referrals from Yahoo|Bing: Volume by Brand Sources: Path to Conversion, Yahoo & Compete Yahoo Confidential & Proprietary I M M E D I A T E R E F E R R A L S F R O M Y A H O O - B I N G 12.8M 4.5M 5.7M 3.9M 6.1M 1.4 M 900K 1.1M 600K 1.6M 570K 560K 420 K 90K 3.1M PROSPECTS START COMPLETED 45. 45Yahoo 2014 Confidential & Proprietary. 45 Summary of Findings 64% of airline converters visited Yahoo in 30 days prior to submitting a reservation Yahoo Display Sites (excludes Yahoo Search) directly drive 49% of airline reservation completes Yahoo/Bing Search drives 40% of airline reservation completes Consumers who purchase airline reservations are more likely to come from Yahoo vs. the competition COMPLETE 46. 46 P R E S E N T E D B Y T E N N I T H E U R E R J u n e 5 , 2 0 1 4 The New Canvas: Native Advertising and Content Marketing 47. 4747 Travel brands are looking for ways to increase brand engagement to fuel their purchase funnel. 48. 4848 Hotel brands have been embracing content marketing for years Content marketing in travel 49. 49 Travel brands are content creators Content marketing in travel today 50. 50 Digital media landscape is completely transforming Explosion in content available online Consumers seeking quality content they can trust CONTENT Increasing bandwidth, better screen tech More engaging formats like gorgeous pictures & hi-def video TECHNOLOGY Mobile & desensitization to stickers on a page Shift to more valuable native ads that enhance experience ADVERTISING 51. 5151 Yahoo delivers native advertising seamlessly integrated into our content In streamMagazines 52. 5252 Introducing Digital Magazines: Our Verticals. Re-Imagined. 53. 5353 Each Magazine Features Industry leading editors Premium partners Select user generated content Gorgeous pictures, video Modern, responsive tiles Mobile, tablet and desktop Behaves like content Pictures, videos, articles Built for social amplification BEST-IN-CLASS CONTENT STUNNING DESIGN ENGAGING, NATIVE ADS 54. 5454 Industry Leading Editors David Pogue Sarah McColl Paula Froelich Bobbi Brown Joe Zee TECH FOOD TRAVEL BEAUTY FASHION Josh Wolk MOVIES 55. 5555 56. 5656 57. 575757 58. 5858 59. 5959 Innovative Advertising Canvas 60. 6060 Innovative Advertising Canvas Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online 61. 6161 Innovative Advertising Canvas 62. 6262 Innovative Advertising Canvas FOR CONCEPT ONLY. SUBJECT TO CHANGE PER YAHOO SPECIFICATIONS. 63. 6363 Yahoo users are avid sharers of travel content Source: Yodelers, 2014; Q11: When thinking of the topics that you are passionate about, how do you participate? Live-tweet a major event related to the topic, Blog about the topic on a site other than Tumblr, Check in to an event or location on social media, Blog about the topic on Tumblr, Tweet about the topic on Twitter, or Post photos/videos online % of Yahoo users who share topics they are passionate about online 54% 50% 46% 42% 41% 38% 37% 31% 20% Sports Travel Food Fashion Politics Tech News Beauty Finance 64. 6464 In streamIn articleInterstitial New native ad formats available through Yahoo Gemini Innovative Advertising Canvas 65. 6565 Tumblr is where travel enthusiasts seek and share their next getaway 66. 6666 ONE POST. MULTIPLE TOUCHPOINTS. 67. 67 What does this mean for travel brands? 68. 6868 Yahoo will help brands be smarter about their content marketing Yahoo can answer these questions Its too expensive Not enough people see it I dont know what content to make Its hard for me to tell if its working I dont know how to get it in front of the right people 69. 69 Content Marketing: Flow of Content YOUR CONTENT DIRECTED BACK TO YOUR TUMBLR BLOG DISTRIBUTED ACROSS PLATFORMS & DEVICES Tumblr content Text, Image, Video TUMBLR PAGESPOSTS STREAMS Consumers consume content on your Tumblr branded environment. Engagement and social actions available on Tumblr further enhance engagement. 70. 70 70 With proven results Campaign on Yahoo Food increased purchase and brand metrics for a brands core target Source: Yahoo Internal Case Study Data / Millward Brown Digital, March 2014 LIFT +46% +39% +35% +47% ONLINE AD AWARENESS PURCHASE INTENT - (TOP 2 BOX) ENJOYED BY WHOLE FAMILY HAS A VERY GOOD TASTE 71. 71 71 With proven results Leading to branded and non-branded search lift Source: Yahoo Internal Data Branded and Non Branded Search terms based on Brand X keyword bidding +223%BRANDED SEARCH +246%NON-BRANDED SEARCHLIFT 72. 7272 Source: Yahoo & Insight Express Custom Native Ad Video Study, March 2014 With proven results Campaign on Yahoo Tech increased key metrics across the funnel Persuasion Metrics BRAND FAVORABILITY 50% PURCHASE INTENT 28% RECOMMENDATION INTENT 6% 73. 73Yahoo 2014 Confidential & Proprietary. 73 Yahoo Advertising is the only unified digital advertising solution in the market. Yahoo brings it together Across devices and formats with robust analytics. Buy direct or programmatically. PREMIUM AUDIENCE NATIVEVIDEO SEARCH 74. 74 P R E S E N T E D B Y T E N N I T H E U R E R J u n e 5 , 2 0 1 4 Visit advertising.yahoo.com Contact your Yahoo account representative or call our sales team at 866-747-7327 for more information Thank you! 75. K Visit advertising.yahoo.com or call Yahoos sales team at +1 866 747 7327 for more information Replay and presentation from todays webinar will be available at www.tnooz.com Thank you!
