Facebook: The future of travel in a connected worldLee McCabe, Global Head of Travel Strategy | Facebook
Media crossover in terms of time spent
Source: eMarketer, US , July 20131950 1960 2000 2010
Television
Digital
Mobile
Media crossover in terms of time spent
Source: eMarketer, US , July 20131950 1960 2000 2010
Mobile
Digital
Television
79% of smartphone users keep their phones with them for all but
two hours of their waking day
Source: IDC Always Connected Report, US, March 2013
Reach more people than major TV networks
Population reach for total day, people 18–24
P R I M E T I M E
Network 1 Network 2
Network 3Network 4
Source: Nielsen TV/Internet/Mobile Data Fusion, January 2013. Facebook data reflects online and mobile reach
0%
10%
20%
30%
40%
50%
60%
70%
80%
300MImpressions in
Facebook News Feed
16.3MPeople reached in Germany & the US
+14%Brand favorability
Lufthansa
Desktop
Travel goes mobile
Source: PhocusWright
Ownership of web-enabled devices Share of total Travel market
2011
70%
20%
10%
80%
2012 2013
Laptop Smartphone
2011
10%
5%
0%
20%
2012 2013 2014 2015
Tablet
30%
40%
50%
60%
The paradigm is shifting
80%of mobile activity
via apps
Then Today
Source: Flurry 5 Year Report: It’s an app world. The web just lives in it. Statista
26Apps per average
person
Be where people are all day, every day
Source: US Mobile Total Monthly Minutes, comScore, September 2013
Get your app in the hands of customers
10x higher click to
install rate from mobile app install ad, compared to
traditional banner
Ted,enjoys exotic
vacations
Neil, owns a private
plane
Jesse,loves
yachting
Julie,just got
scuba-certified
Troy,likes
adventure travel
William, avid golfer
Jane, thinking of
taking a cruise
Source: Nielsen OCR, August 2013
89%The average Facebook reach for narrowly
targeted campaigns is accurate
38%The average online reach
for narrowly targeted campaigns is accurate