ido bar-oz (kayak.com): growing mobile to success

KAYAK is the World’s Leading Travel Search Engine

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Travel brands voted “mobile” as #1 opportunity for 2016/17 Figure 2: What three areas do you think will be the greatest opportunity or focus for you in 2016/17?

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Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience

Share of digital media time spent by platform

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Source: comScore Media Metrix Multi-Platform Media Trend Reporting, US, January 2015 - April 2016 data, Total Minutes.

More minutes are spent engaging with travel content on mobile devicesthan on desktop

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Share of online bookings by device typeYear-over-year growth (Q2 2016 vs. Q2 2015)

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Are mobile bookings growing fast enough?

Mobile share of total online traffic Mobile share of total online bookings

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Mobile CRs are still low, especially in the EU Table 2: Mobile and desktop conversion rates for travel brands in Brazil, Germany, India, the UK & US

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Cross device behavior in the UK Table 1: Cross device behavior from research to booking in the UK

Source: EyeforTravel’s UK Travel Consumer Survey, 2016

For brands that are not “mobile only” the small screen requires a different approach

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Find the value proposition of mobile apps vs the other platforms and promote that

Price AlertGet notifications about price changes

for the flight or hotel you want.

Hotel mobile ratesGet the best hotel prices with

mobile only deals

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ASO ExperimentTrips

Manage and share your tripsand itineraries.

What other challenges we see on mobile?

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Challenge #1:Who should we work with?

Mobile video global landscape Mobile monetization global landscape

Source: inneractive

⠂ Ad format – what ad format are they specialized in?

⠂ Ad fraud – work directly with first party data partners

⠂ Pricing model – preferably CPA

⠂ UA – compare retention rate between sources

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Solution:Choosing the right partners

Device ID - IDFA / GAID

⠂ Location data

⠂ Build user segments

⠂ Personalization

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Challenge #2:Turn data into actionable insights

⠂ Login

⠂ Registration

⠂ Save items

⠂ Hotel city search

⠂ Departure date

⠂ Content viewed

⠂ Initiated checkout

⠂ Destination searched

⠂ Check in date

⠂ Number of travelers

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What to track?

Identify your audiences Create event-based segmentations

Push to partners

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Build user segments

Database

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KAYAK Gate Change push notifications

Personalized push messages

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⠂ Set up the right infrastructure (attribution, DMP, CRM, automation)

⠂ Go beyond tracking the install (rich in-app events)

⠂ Build users segments

⠂ Use location data

Solution:

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Challenge #3:Dealing with high UA costs

Solution:Diversify your marketing channels

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Value creation circle