Online marketing and distribution

Online Marketing and

Distribution

World Travel Market November 2007

Francesca Ecsery

UK General Manager -Cheapflights

www.cheapflights.co.uk l www.cheapflights.com l www.cheapflights.ca

The internet….

“Are we

there yet?”

First and foremost

More and more people are

using the internet every year

People have been spending

an extra 1 hour 16 minutes

each month on the internet

since 2001 in the UK

16-24 year olds spend 11

hours 20 minutes per month

on the internet in the UK

(average: 9 hours 56 minutes) 0

2001 2005

Source: Ofcom research, April 2007

8hrs 40 mins

9hrs 56 mins

2001 2006

Changing media consumption

Question: Compared with a year ago, how much time do you think you spend today using…?

More time About the same time Less time

Internet Cinema Radio TV Local Press Magazines National Press

Source: IAB/RAB Media Conjunction Study 2006

Traditional media in decline

Travel companies are increasing their

online marketing budgets

Research suggests:

Overall, TV viewing has deteriorated the

most as a result of more people being

online

More young people are turning away

from newspapers and magazines

UK advertising growth rates 2006

Source: WARC & Advertising Association / IAB 2006

3.65.8

-5.1 -4.8

-3.9 -4.4

TV Outdoor Classified press ads

Radio Magazines Internet

Direct Mail Local Press

% growth

WTM ExCeL London November 2006

The result

Driving business to your website

Offline

Ambient marketing

Mass market TV, Radio, Outdoor , Press

Sales promotion

Offline

Radio / specialised TV

Direct mail

Classified Press

Online

Graphical Display from any site

Email marketing

Affiliate marketing /syndication

Social Media

Natural Search on Google / Yahoo/ Msn

Pay per click advertising on specialist websites

Search Specialization in Key Categories

Dating

Movies

For Sale

Travel

Travel advertising options

Search Live-Search

“Meta-Search”

Deals Publishers

“Mega-Search?”

Travel Guides

“Community”

PPC PPC, CPA & CPM PPC & CPM PPC & CPM

All offer an advertising platform

Advertising options – search

Advertising options – meta-search

Advertising Options – travel guides

Advertising options – deals publishers

Number of Travel sites in the UK :

2,466 travel websitesSource : Hitwise October 2007

UK Online Advertising spend

CFUK Share of UK Online Travel Ad Spend

7.26%Source: IAB October 2007

Who is Cheapflights?

We are the media company which, in 1996, pioneered online flight price comparison

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

1999 2001 2003 2005 2007

Unique Users January 1999-2007

(excludes CA, CHD, CSB)

Cheapflights.co.uk Overview

UK’s largest travel price comparison site

Largest lead driver to the UK travel

industry after Google

Over 3.25 million Unique Users

(abcE audited)

1.1 million opt-in email

Travel sector dedicated; it’s all we do

40+ years travel expertise in team

* Hitwise market data

Top 10 UK Travel Site (Hitwise)

Top traffic driver for Travel Agencies

Tope traffic driver for Airlines

Long tail of advertisers

Traditional Media Cheapflights

Long tail of advertisers

Traditional Media Cheapflights

What we can deliver for our airline

partners . .

3% of flybmi’s traffic

4% of KLM’s traffic

8% of XL Airway’s traffic

3% of BA’s traffic

What we can deliver for our travel

agent partners . .

6.6% of Flight Centre’s traffic 15% of Opodo’s traffic

7.5% of Airline Network 4% of STA Travel traffic

Current Product Range

1. Deals Offer Pages, Premium –

Standard positions

Current Products Range

Standard positions

2. Booking engine Search by date

Deep-links directly into airline online booking systems

High volumes of traffic

3. Targeted Graphical advertising Extremely targeted branding placements

Industry beating response rates & conversions to sale

Banners, Skyscrapers and badges

CPM & CPA (for key clients)

Standard positions

4. Hand Picked Deals Promote your best offers on our “top deals” page

Standard positions

5. Newsletter 100% fully opted-in list of over 1.1 million users

Average open rates of 28%, compared to industry average of 15%

Average click rate of 7%, compared to industry average of 1%

Dedicated travel audience who have actively chosen to be approached about travel-related deals and information

Newsletter Incremental sales

Current Products - recap

Standard positions

5. Newsletter 100% fully opted-in list of over 1.1 million users

Average open rates of 28%, compared to industry average of 15%

Average click rate of 7%, compared to industry average of 1%

Dedicated travel audience who have actively chosen to be approached about travel-related deals and information

Why is it better to do it with CF

We are the first price comparison website

Have proven ROI to our advertisers

Increase brand awareness as opposed to general search

Expertise gathered over 11 years of leadership positions

Here to stay as have been profitable since day one

After Google, we are driving the most lead to the travel industry in the UK - above Yahoo, travelsupermarket and tripadvisor (Hitwise data 08/09/2007)

CF will drive traffic to your lowest cost channel

No commissions

No GDS fees

Highly self sufficient portal

Airlines & travel agents still own the consumer

Global ambitions ( UK, USA, Canada, GE, ….)

Contact us

Francesca Ecsery : UK General Manager

Francesca.Ecsery@Cheapflights.com

one of our sales team:

Sales@cheapflights.com

Online marketing and distribution

Business

Transcript of Online marketing and distribution

1 © Arvind Rangaswamy, All Rights Reserved October 25, 2003 e-Marketing (EMBA) Online Marketing Strategy (Distribution) Arvind Rangaswamy Web address:

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