google- e tourism africa
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Google presentation by Andrew Pozniak at the E-Tourism Africa Summit 2009TRANSCRIPT
Google Confidential and Proprietary 1
E-Tourism Africa SummitYour global media partner for the 21st century
Andrew Pozniak – [email protected] - Travel Industry Leader – Emerging Europe, Middle East and Africa
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Introduction
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The Internet - the world’s most visited destination
Asia 738m
Europe 418m
North America
253m
Central/South America 179m
Africa 67m
Middle East 57m
Oceania/ Australasia
21m
Source: Internet World Stats – Sep 09
• User numbers by region
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In this fast growing world our company has a mission…
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We’re both a technology and media company
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With a global presence
Approximately 20,000 full-time employees worldwide
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And a leading market position
Europe
76%
US
55%
Austria
88%Denmark
89%
Finland
94%
France
78%
Germany
78%
UK
73%
Switz.
75%
Sweden
86%
Spain
84%
Russia
28%
Norway
86%
Netherlands
79%
Ireland
86%
Italy
75%
Sources: Market share of search page views, measured by Media Metrix and NetRatings – Jun 09
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Some top level trends
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Recent data from UNWTO suggests the worst is over
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Especially for Africa…
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Despite the slowdown, customers never stopped searching (e.g. +20% Jun-Aug 09 v Jun-Aug 08 in DE)
1111Source: Google Internal
Travelsearches
on Google DE
2008
2007
2009
+ 20%
+ 19%
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In fact, here in South Africa, paid clicks from Google have accelerated (+46% Oct 09 v Oct 08)
1212Source: Google Internal
Travel clicks on
Google ZA
2008
2007
2009
+ 46%
+ 35%
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And searches for South Africa have regained their 2007 ‘share’
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Taking the UK as a source market, South Africa is one of the year’s stronger performers
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29% 29%
38%
31%
13%
23%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Dubai Thailand Australia South Africa
New York Las Vegas Florida
YoY Query Growth (YTD)
16%: Average YoY query growth of all travel terms62%
25%
36%
23%27%
22% 23%
0%
10%
20%
30%
40%
50%
60%
70%
Turkey Morocco Egypt Croatia Spain Greece Portugal
YoY Query Growth (YTD)
16%: Average YoY query growth of all travel terms
Source: Google Internal Jan - Oct 09
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Trends on the path to purchase
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As you know, the Internet influences travel decisions more than ever before
16Source: Google & Compete 2009, US
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But undecided travellers take time a long time to compare
36% take more than one month to make their decision
Source: Compete US August 2009
** indicates significance at the 95% level.
Q. - Approximately how much time do you typically spend in each following phases of travel planning process? “Comparing specific destinations”
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(In the US) non-transactional sites account for 1/3rd of traffic
18Source: PhoCusWright Online Traffic and Conversion report – Sep 09
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PhoCusWright/Compete break down ‘non-transactional’ traffic across five categories
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‘Non-transactional’
Source: PhoCusWright Online Traffic and Conversion report – Sep 09
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Customer searches are becoming more specific
Travel Query Length 2008 vs 2009
Query length has increased for Travel queries during 2009
In September 2009 there were more 3, 4, 5, 6 and 7 word queries, as a percentage of total queries, than in the equivalent period in 2008.
Source: Google internal data
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
1 2 3 4 5 6 7 7+
2008 2009
Source: Google UK Internal Jan - Oct 09
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Category/ ChannelQ2 09
Conversion %
Air Suppliers 11.6%
OTA Air 8.5%
Hotel Suppliers 10.8%
OTA Hotel 7.4%
Car Suppliers 19.7%
OTA Car 13.0%
OTA Packages 2.5%
Source: PhoCusWright Online Traffic and Conversion report – Sep 09
The same PhoCusWright study highlights significant differences in conversion rate
Conversion % = Purchases/unique visitors (shoppers for OTA’s)
Google Confidential and Proprietary 22Source: PhoCusWright European Online Travel overview – Oct 09
Whilst, as expected, the USA continues to lead Europe and AsiaPacific in overall online penetration
Google Confidential and Proprietary 23Source: Google & OTX, The Traveler’s Road to Decision; June 2009
Video content is now increasingly widely accessed
36%
PERSONAL BUSINESS
65%
(Q1) Typically, how often do you watch videos on the Internet?
(Q3) What types of videos have you ever watched on the Internet?
55%
56%
Watch videos on the Internet at least once a week:
Watch TRAVEL videos on the Internet:
In a similar April 2008 study, only 41% of travelers watched online video at least once a week and only 15% of online video viewers watched travel related videos
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Throughout the whole planning and booking process
24Source: Google & OTX, The Traveler’s Road to Decision; June 2009
Base: Watch travel videos online(Q5) At what points in your travel planning process do you view videos online?(N=1035 Personal; n=801Business)
63% 66%
PERSONAL* BUSINESS*
47% 56%
60% 64%
64% 66%
57% 66%
*Top 2 box summary
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So where do we fit in?
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Our proposition – to ‘promote’ and ‘engage’
Capture consumers
throughout the decision cycle
Convert to travellers
with digital content
Promote
Engage
Content Network
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Selected geographic tools
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We’re very pleased that Google Maps ZA is now live!
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Trike competition winners
•Chapman's Peak and Cape coastal routes
•Kruger National Park
•Blyde River Canyon
And we’re making a serious investment in Street View
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Cycling the Trikes is hard work!
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We’re pleased with the results of Street View so far
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• “Installing Google Maps on our websites was quick and easy, it was a simple step-by-step process” - Jenny Pretorius - www.countryroads.co.za
It’s straightforward to install Google Maps on your site
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“Not only were we able to roll Google Maps out on the RE/MAX of Southern Africa website, but also across over 50,000 listings in less than a day using the API.
Since then, we have received nothing but praise from our agents and the public as the maps now give an accurate over view of each listings’ suburb.
Google Maps has opened up sales in previously low performing areas”- Jonathan Hart, RE/MAX of Southern Africa - www.remax.co.za
And to customise it to your needs
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Example of a great Maps integration
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Use Local Business Center to keep your business listing up-to-date on Google Maps
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The information also feeds through to Place pages - we’re hoping for Place pages for every Place on Earth
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The increasing importance of video and content
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YouTube in summary
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Enter - Over 400 million people come to YouTube every week
Discover - The world's second largest search engine
Watch - Billions of daily playbacks - our video viewership rivals the reach of many TV networks
Engage – 20+ hours of content uploaded every minute
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YouTube is the media destination on the Internet
Selected countries
Unique monthly visitors (millions)
UK 15.2
Germany 15.1
France 13.3
Spain 13.1
Italy 9.9
39Source: Comscore/Nielsen – Jun 09
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Example of a new brand channel - Emirates Experience
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It’s also far more flexible than TV as an advertising medium - Las Vegas home page takeover
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YouTube is the largest individual property in our Content Network
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The same ads can be precisely targeted throughout the Google Content Network
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Our Content Network of publishers gives Travel advertisers additional conversions for comparable cost
2%
20%
The median Travel advertiser has a content CPA that’s 2% lower than
search.
The median Travel advertiser gets 20% of their conversions from the
content network.
Internal analysis of North America advertisers advertising on both search and content, with conversion tracking enabled, from Dec. 2007 – Nov. 2008
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Mobile and more…
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Mobile is an area of huge investment for us
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It also combines very effectively with our Geo products
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Think of phones as having ‘eyes’ and ‘ears’
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Take a picture, get information…
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Or talk, and get information…
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Combine this with translation tools…what do you get?
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Google Wave is our new communication and collaboration software in ‘preview’
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Don’t do that – email me!
There’s a web form to request an invitation but…
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In summary
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How to understand us…
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The Information destination
The Entertainment destination
The Largest Online Advertising Network
Supported by Geographic tools
Increasingly enabled via Mobile
++
Google Content Network
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Thank you!Your global media partner for the 21st century
Andrew Pozniak – [email protected] - Travel Industry Leader – Emerging Europe, Middle East and Africa