Tnooz-Expedia FREE webinar: Consider a full-funnel approach when buying travel media
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Traveler Attribution for Advertisers Webinar 1 March 2016
Transcript of Tnooz-Expedia FREE webinar: Consider a full-funnel approach when buying travel media
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
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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 [email protected]
Replay and presentation will be available on www.tnooz.com
