WELCOME TO THE LAYER CAKE
WELCOME TO THE LAYER CAKE HOW TO FIND THE MARKETER SWEET SPOT
Partnering With Your Agency In Complex Ad Technology World Brad Wilson, GM, Travelocity
@bradleywilson
Dustin Engel, Head of Analytics and Data Activation, PMG
@agencypmg
PMG ranks #61 on the 2014 INC 500 list, #5 among Advertising and Marketing companies.
Leading travel provider who inspires you to “Go & Smell the Roses” and creates memorable travel experience with innovative apps, competitive prices and 24/7 customer service.
$2.4b estimated VC investment in ad technology for 2015
*Source: StrategyEye
221 transactions
$10.86mm per transaction
“Unicorn Chasing” creates a noticeable effect on brands and their agencies
HORIZONTALIZATION
Horizontal Solutions
Gap Vertical Advertiser Needs
The U.S. travel market is large and fiercely competitive U.S. Total Travel Market – Offline and Online 2011 thru 2015 Expected ($ in Billions)
277
2011
293
2012
Source: October 2014, PhocusWright
307
2013
318
2014
334
2015E
…and customers have more choices than ever
Having more options has not made it easier on the customer Avg. Number of Website Visits while Dreaming & Planning
Avg. Hours spent across the entire online travel cycle
Average Website Look-to-Book Ratio
13 42 1k Source: October 2014, PhocusWright
Source: Google Think Travel, Boston Consulting Group, September 2012
The world of travel search….beyond bid optimization Maybe, we helped you along the way….
We are here
New ‘meta’ travel search engines are designed to improve the consumer experience, reduce clicks and move closer to the wallet – particularly in an ever-increasing mobile world
We addressed our unique needs together Hotel Search Feeds & Distribution
Social Media Integrations
Mobile Shopping Relevance
How did we do? We achieved best-in-class Brand equity Brand Consideration Favorite OTA
Orbitz Orbitz
Priceline Priceline
Expedia Expedia
We saw record hotel sales in 2013 and 2014
#1
#1
OTA Brand Equities
Record Hotel Sales
Travelocity Travelocity Jan
Source: 2014, Internal Brand Tracker with YouGov
Feb
Mar
Apr
Source: 2014, Internal Data
May Jun
Our social media engagement ranked 6x higher than the rest of the category
6x Expedia
Category Avg.
Travelocity
Source: 2014 and 2015, Internal Social Media Tracker
Aug Sep Oct Nov Dec
Our iOS app cracked the top 10 5
#1 OTA Social Engagement
Jul
22
30 50
13
14
14
9
#5 Ranked iOS Travel App
…consumers have more options than 6/30 7/14 7/28 8/11 8/25 9/8 9/22 10/6 ever Source: 2015, Apple iOS rank data
Expectation for agency
Let Them Eat Cake “Vertically Dismissed”
Size = Resource Effort
RTB Vertical Analytics
Vertical Meta Search
Attribution Change Management RTB Activation Attribution
Client Benefit
200k
$150MM
900k
Total Unique Hotels
Total Annual Spend
Daily Bid Changes
Koddi
(Icelandic for “pillow”)
•
Concepted and refined from a need to solve a complex problem for Travelocity
•
“Vertical Dismissal” created a large opportunity in the marketplace…more than expected
•
Spun out as a standalone business with 3 of the top 5 hoteliers on the platform
Be mindful of the ad technology gap
Develop a plan to fill the gap
Execute the plan in PARTNERSHIP
Partnering With Your Agency In Complex Ad Technology World Brad Wilson, GM, Travelocity
@bradleywilson
Dustin Engel, Head of Analytics and Data Activation, PMG
@agencypmg
PMG ranks #61 on the 2014 INC 500 list, #5 among Advertising and Marketing companies.
Leading travel provider who inspires you to “Go & Smell the Roses” and creates memorable travel experience with innovative apps, competitive prices and 24/7 customer service.
$2.4b estimated VC investment in ad technology for 2015
*Source: StrategyEye
221 transactions
$10.86mm per transaction
“Unicorn Chasing” creates a noticeable effect on brands and their agencies
HORIZONTALIZATION
Horizontal Solutions
Gap Vertical Advertiser Needs
The U.S. travel market is large and fiercely competitive U.S. Total Travel Market – Offline and Online 2011 thru 2015 Expected ($ in Billions)
277
2011
293
2012
Source: October 2014, PhocusWright
307
2013
318
2014
334
2015E
…and customers have more choices than ever
Having more options has not made it easier on the customer Avg. Number of Website Visits while Dreaming & Planning
Avg. Hours spent across the entire online travel cycle
Average Website Look-to-Book Ratio
13 42 1k Source: October 2014, PhocusWright
Source: Google Think Travel, Boston Consulting Group, September 2012
The world of travel search….beyond bid optimization Maybe, we helped you along the way….
We are here
New ‘meta’ travel search engines are designed to improve the consumer experience, reduce clicks and move closer to the wallet – particularly in an ever-increasing mobile world
We addressed our unique needs together Hotel Search Feeds & Distribution
Social Media Integrations
Mobile Shopping Relevance
How did we do? We achieved best-in-class Brand equity Brand Consideration Favorite OTA
Orbitz Orbitz
Priceline Priceline
Expedia Expedia
We saw record hotel sales in 2013 and 2014
#1
#1
OTA Brand Equities
Record Hotel Sales
Travelocity Travelocity Jan
Source: 2014, Internal Brand Tracker with YouGov
Feb
Mar
Apr
Source: 2014, Internal Data
May Jun
Our social media engagement ranked 6x higher than the rest of the category
6x Expedia
Category Avg.
Travelocity
Source: 2014 and 2015, Internal Social Media Tracker
Aug Sep Oct Nov Dec
Our iOS app cracked the top 10 5
#1 OTA Social Engagement
Jul
22
30 50
13
14
14
9
#5 Ranked iOS Travel App
…consumers have more options than 6/30 7/14 7/28 8/11 8/25 9/8 9/22 10/6 ever Source: 2015, Apple iOS rank data
Expectation for agency
Let Them Eat Cake “Vertically Dismissed”
Size = Resource Effort
RTB Vertical Analytics
Vertical Meta Search
Attribution Change Management RTB Activation Attribution
Client Benefit
200k
$150MM
900k
Total Unique Hotels
Total Annual Spend
Daily Bid Changes
Koddi
(Icelandic for “pillow”)
•
Concepted and refined from a need to solve a complex problem for Travelocity
•
“Vertical Dismissal” created a large opportunity in the marketplace…more than expected
•
Spun out as a standalone business with 3 of the top 5 hoteliers on the platform
Be mindful of the ad technology gap
Develop a plan to fill the gap
Execute the plan in PARTNERSHIP
