How to Find Your Audience (Advertising)

Transcript

1. Presented by: Presented by: Digital Advertising on Wego! Your Travel Search Partner!
2. What makes digital advertising EFFECTIVE?
3. ! ! effective advertising converts! impression to SALE!
4. ! ! “Get more personal in your ! online advertising….”!
5. ! ! “Use what you know about the person to customize the content in the ad itself.”! — Forbes Magazine! Why brands need to rethink their online advertising strategy. Forbes. 25 September 2012.
6. HOW?
7. ! ! You need a data-driven digital advertising strategy.!
8. How does data-driven advertising help conversion?
9. ! ! #1: Focus on the people who will respond to your product.!
10. ! ! Some of them happen to be travelers.
11. Why travelers?
12. ! ! Travelers spend to explore local lifestyles.!
13. ! ! And travelers spend a lot of time online when planning their trips.!
14. ! ! wego.com Influence of content in travel industry. TNOOZ. 7 March 2013. ! More than half are influenced by the INTERNET when planning their trips.
15. ! ! wego.com In fact, over 60% of travelers now begin research by going ONLINE. Online travel market. European Travel Commission. 29 June 2013.!
16. Advertise on Wego’s website to connect with the right travelers.!
17. ! !
18. WHY WEGO?
19. ! ! Wego is like a grocery store.! It’s a traveler’s one-stop shop for travel deals and promos. !
20. ! ! Travelers want their money ! to take them as far as possible, ! to as many places as possible. !
21. ! ! wego.com Online travel market. European Travel Commission. 29 June 2013. It’s important for them ! to compare.
22. ! ! COMPARE Prices
23. ! ! COMPARE Perks
24. ! ! COMPARE Comfort
25. ! ! COMPARE Service
26. ! ! COMPARE Quality    
27. ! ! wego.com But they don’t want the hassle ! of visiting various websites.! Online travel market. European Travel Commission. 29 June 2013.
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34. ! !
35. ! ! SEARCH COMPARE CLICK HAND-OFF select destination compare multiple travel suppliers select travel supplier transfer to booking website BOOK complete purchase How it works:!
36. Here are some of your on-site! ad display options:!
37. ! ! I Leaderboard Ad — 728x90
38. ! ! Skyscraper Ad — (160x600)
39. ! ! MREC — (300x250)
40. ! ! Catfish Ad
41. ! ! Pick your audience based on what they search for! Hotel! Flight! Destination!
42. ! ! Or based on where they are using their IP address! 220.175.25.230!
43. ! ! Even their preferred shopping portal on Wego.com! PH! wego.com.ph! SG! wego.com.sg! FR! wego.fr! RU! wego.com.ru! HK! wego.hk!
44. How does data-driven advertising help conversion? Part 2!
45. ! ! #2: Build your familiarity and get a chance to refine your marketing message through retargeting.!
46. ! ! Retargeting is when you use previous browsing behavior to tell which ads users might find interesting.!
47. ! ! You get to follow them outside Wego to remind them of your brand and products.!
48. ! ! wego.com The top 7 online marketing trends that will dominate 2014. Forbes. 7 September 2013. Only 2% of web traffic converts to a sale on the first visit!
49. Use Wego’s off-site retargeting tools to get your second, third—even fourth and fifth chances with travelers. !
50. ! ! We can cherry-pick the audience for your ads based on their search behavior on Wego.!
51. ! ! We can cherry-pick the audience for your ads based on their search behavior on Wego.!
52. ! ! We can cherry-pick the audience for your ads based on their search behavior on Wego.!
53. ! ! wego.com Click-through rate (CTR) of 0.1% | Ten horrifying stats about display advertising. HubSpot. 29 April 2013. The average online ad is clicked only 0.1% of the time.!
54. ! ! wego.com Click-through rate (CTR) of 0.1% | Ten horrifying stats about display advertising. HubSpot. 29 April 2013. Ads on Wego are five times more likely to be clicked.!
55. Don’t leave ad conversion ! up to chance.!
56. ! ! wego.com Partnering with Wego gives you access to consumer data amassed over years of helping travelers plan the best trips of their lives.!
57. ! ! wego.com If our data is not enough, we have third party sources to expand our audience and improve our (re)targeting, so we can deliver more bang for your buck.!
58. ! ! We can tell you their favorite destinations their travel budgets, and other preferences. and seasons for traveling, how long planning and booking their vacations, they want to stay, when they begin
59. ! ! And our data is only getting bigger and better.!
60. ! ! Our global traffic has been growing by a monthly average of 7% since January 2012.! ! For 2013, an average of ! 4.5 million visitors dropped by ! Wego monthly. !
61. ! ! Globally, the Philippines is the 6th largest market ! in terms of search revenue and the 7th largest market! in terms of traffic. !
62. ! ! Wego has 52 country sites, ! is available in over 30 languages, and converts prices to ! 42 currencies. !
63. Interested to hook up with Wego?! We’re excited to talk!!
64. You can also find out more on:! wego.com/advertise!
65. ! ! wego.com Contact Wego’s dedicated Philippine Market Development Manager:! ELIZA J. DIAZ Email: liz@wego.com! Skype: lizjdiaz LinkedIn: sg.linkedin.com/in/elizadiaz!