Traveler Attributionfor Advertisers

Webinar1 March 2016

Your hosts

Sean O’NeillEditor in Chief & ModeratorTnooz

Gene QuinnCEO & ProducerTnooz

Your presenter

Wendy Olson KillionSenior DirectorExpedia Media Solutions

Poll no. 1

Where are you located?

Poll no. 2

Which industry segment do you represent?

TRAVELER ATTRIBUTION

WENDY OLSON KILLIONSenior Director, Expedia Media Solutions

6 Years at Expedia, Inc.

Previous experience: Market research, editorialand product management across the automotiveindustry.

Fun Fact: I grew up in Naches, WA (population 808)on an orchard and bee farm. My parents have one of the largest apiaries in the US and my first job at 4 years old was building bee frames.

REAL WORLD INSIGHTS

TravelerAttribution

MultiscreenConsumer Behaviors

TALK TO US@ExpediaMedia

#TravelerAttribution

DEFINING ATTRIBUTIONAttribution is the process of identifying a

set of user actions (“events”) that

contribute in some manner to a desired

outcome, and the assigning of value to

each of these events.

- IAB Attribution Primer, 2014

Poll no. 3

Which attribution methodology are you using?

ATTRIBUTION THE CURRENT REALITY

NONE/DON’T KNOW – 15% of digital advertisers don’t use any form of attribution to assign credit to channels or partners

SIMPLISTIC – 34% of advertisers use first touch attribution and 27% use last touch

Source: Forrester Research (commissioned by Google), “Cross-channel Attribution is Needed to Drive Marketing Effectiveness”, May 2014

“Half of my advertising is

wasted, I just don’t

know which half”

- John Wannamaker

METHODOLOGYThis study looks at clickstream data 45 days prior to hotel & flightbookings

The goal was to isolate where users initiated their research and how their interaction with key touch points influenceswhere they transact

Search is often attributed to bookings via the last touch methodology; the study widened the scope of focus to identify other key influencers in the traveler’s path to purchase

2.5 3 3.4 5.2 6.9

15.5

5WeeksOut 4WeeksOut 3WeeksOut 2WeeksOut 1WeekOut WeekofBooking

PACKAGE BOOKERS CONSUME A LOT OF TRAVEL CONTENT, ESPECIALLY THE WEEK OF BOOKING

Number of travel sites visited per week by the average segment member,Oct’12-Mar’13 aggregate

• Travelcontentconsumptiontheweekofapackagebookingmorethandoublesthepriorweek’svolume

• Numberofvisitstotravelsitesmadebypackagebookers45daysbeforebooking:

Average Travel Site Visits per Week

*Same sites counted only once per session in visits figure; visitation to same site during a different session will be counted as a separate visit

38

INDUSTRY% OF UNIQUE VISITORS

MARKET SHARE% OF BOOKERS

META9%META

14%OTA

33%OTA

30%

SUPPLIER61%SUPPLIER

53%

Poll no. 4

How are you working with OTAs or Meta today?

FULL FUNNEL VIEWHOTEL

CONSUMER FUNNEL VIEW – HOTEL144 Unique Scenarios28,565,866 Instances

Inspiration Mid-Funnel Booking

Point of Inspiration

InfluentialTouchpoint

DownstreamTouchpoint

Hotel Booking Location

Supplier40%

All OTA39%

Meta21%

Supplier36%

All OTA 49%

Meta 14%

Supplier51%

All OTA40%

Meta, 10%

TOP 10 MOST COMMONPATHS FOR HOTEL BOOKERSRANK INSPIRATION MID-FUNNEL RESEARCH BOOKING SHAREOFALL

SCENARIOS

1 Supplier Supplier Supplier Supplier 7.2%

2 OTA Meta OTA OTA 4.5%

3 Meta Meta OTA OTA 4.4%

4 OTA Supplier OTA Supplier 3,6%

5 Supplier Supplier OTA Supplier 3.4%

6 OTA Meta OTA Supplier 3.4%

7 Supplier Supplier Meta Supplier 3.2%

8 OTA Supplier Supplier Supplier 2.8%

9 Supplier Meta OTA Supplier 2.8%

10 Supplier Meta OTA OTA 2.8%

MID-FUNNELHOTEL RESEARCH TRENDS

SUPPLIER METAOTAMeta Supplier DMO

61%6%32%1%

OTAMeta Supplier DMO

37%25%38%1%

45% 36%

INSPIRATION

MID-FUNNEL META IMPACT

SUPPLIER HOTEL BOOKINGS

23%OTA

Meta as aMid-FunnelTouchpoint

16%Supplier.com

WHERE HOTEL BOOKERSINITIATE THEIR RESEARCH

Site where hotel was booked

OTA META SUPPLIER

Hot

el in

spira

tion

poi

nt

OTA 44%

23%

33%

42%

25%

33%

34%

20%

46%

META

SUPPLIER

FULL FUNNEL VIEWFLIGHT

CONSUMER FUNNEL VIEW – FLIGHT144 Unique Scenarios46,000,432 Instances

Inspiration Mid-Funnel Booking

Point of Inspiration

InfluentialTouchpoint

DownstreamTouchpoint

Flight Booking Location

Supplier47%

All OTA 40%

Meta 13%

Supplier36%

All OTA46%

Meta18%

Supplier76%

All OTA 16%

Meta 9%

TOP 10 MOST COMMONPATHS FOR FLIGHT BOOKERSRANK INSPIRATION MID-FUNNEL RESEARCH BOOKING

1 Supplier Supplier Supplier Supplier

2 Supplier Supplier OTA Supplier

3 OTA Supplier OTA Supplier

4 Supplier Supplier Meta Supplier

5 OTA Meta OTA Supplier

6 OTA Supplier Supplier Supplier

7 Supplier Meta OTA Supplier

8 Supplier Meta Supplier Supplier

9 OTA Supplier Meta Supplier

10 OTA Meta Supplier Supplier

SHAREOFALLSCENARIOS

10.2%

6.9%

6.5%

6.2%

5.7%

4.9%

4.4%

4.2%

4.0%

3.4%

MID-FUNNELFLIGHT RESEARCH TRENDS

62% 29%

INSPIRATION

SUPPLIER METAOTAMeta Supplier DMO

60%6%33%1%

OTAMeta Supplier DMO

39%26%35%0%

SUPPLIER FLIGHT BOOKINGS

25%OTA

Meta as aMid-FunnelTouchpoint

15%Supplier.com

MID-FUNNEL META IMPACT

WHERE FLIGHT BOOKERSINITIATE THEIR RESEARCH

Site where flight was booked

OTA META SUPPLIER

Flig

ht in

spira

tion

poi

nt

OTA 45%

14%

41%

42%

16%

42%

38%

14%

48%

META

SUPPLIER

Poll no. 5Which is the PRIMARY advertising channel your

business uses to drive customer engagement?

RECOMMENDATIONS

#1KEY FINGINGS & INSIGHTS

OTAs are used at all

phases of the consumerConsider afull-funnelmedia approachthrough OTAs.

path to purchase –

inspiration, mid-funnel

research, and even at the

point of booking.

#2KEY FINGINGS & INSIGHTS

Createpartnerships

Meta sites are commonly

leveraged as influentialthat touch points but meta

provide efficientand scalablereach on the topchannels.

drives more traffic to OTAs

than to any other travel

category.

#3KEY FINGINGS & INSIGHTS

Bring them back – give them a reason to remember and return.

Consumers who start

research on supplier

sites are more likely to

book on supplier, but not

necessarily where they

initiated.

THANK YOUDOWNLOAD THE FULL STUDY

bit.ly/travelerattribution

www.advertising.expedia.com

Q & A

Thank you!

Send your questions and comments to gene@tnooz.com

Replay and presentation will be available on www.tnooz.com