leiden marketing - instant...
TRANSCRIPT
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Campaign report Expedia 2016Leiden Marketing
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Content
1. Campaign overview
2. Overall results burst 1:
2a. Campaign Media overview onsite
2b. Campaign Media overview offsite
2c. Sales overview
2d. Highlights
2e. Breakdown
2f. Onsite Media Performance vs KPI’s
3. Market specific results burst 1:
3a. POS Sales Performance vs KPI’s
3b. YoY growth - Room nights by POS –
Targeted hotels
3c. Screenshots
4. Results burst 2:
4a. Campaign Delivery
4b. Highlights
4c. YoY growth PAX
4d. YoY growth Room Nights
4e. Performance vs KPI’s
4f. Screenshots
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Burst 1:
• Campaign date: 21 April-30 June 2016
• Total campaign investment: € 482,478
• Points of Sale (POS): Expedia Germany, Italy, UK, US, HcomFrance & Pasport Ads
• Placements:- Responsive Marquee- Responsive Leaderboard- 300x250 MPU- 160x600 Skyscraper- Passport Ads- Social Media (UK only)
1. Campaign overview
Burst 2:
• Campaign date: 6 September-31 October 2016
• Total campaign investment: € 70,000
• Points of Sale (POS): Expedia Germany & Hcom Belgium
• Placements:- Responsive Marquee- Responsive Leaderboard- 300x250 MPU- 160x600 Skyscraper
Leiden Marketing:• Investment € 20.000• Markets: Germany• Exposure: Leiden content on microsite, Leiden visual on banners, link to own website
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2a. Campaign Media overview onsite2b. Campaign Media overview offsite2c. Sales overview2d. Highlights2e. Breakdown2f. Onsite Media Performance vs KPI’s
2. Overall results Burst 1
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2a. Campaign Media overview onsite
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2b. Campaign Media overview offsite
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2c. Sales overview
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• Overall during the campaign we saw a stable YoY performance on PAX for all points of sale. The better performing POS are Exp UK and US with a YoY increase in PAX of 3.3% and 4.6% respectively. 2015 was a very strong year for Amsterdam and it has been tough to maintain the high occupancies this year, especially for the hotels.
• Overall air tickets are up by 16.9% year on year and hotels booking had a bit of drop from last year
• It’s good to see that the hotels on the landing page are performing very well – total room nights have increased year on year by 19.5%.
• Average CTR is good this time round. There were great performing placements such as the Marquee’s with a 0.58% and 0.46% CTR on Exp UK.
2d. Highlights
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2e. Breakdown
Despite the fact that the average room nights showed a slight decrease YoY (-1,3%), Leiden shows an increase of 13% in total room nights.
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2f. Onsite Media Performance vs KPI’s
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3a. POS Sales Performance vs KPI’s3b. YoY growth - Room nights by POS –
Targeted hotels3c. Screenshots
3. Market specific results burst 1
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3a. POS Sales Performance vs KPI’s
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3b. YoY growth - Room nights by POS - Targeted hotels
Allthough the average number of room nights showed a decrease of -1,3% YoY in comparison to thesame period in 2015, the room nights of the targeted hotels, showed an increase on all Points of Sale.
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3c. Screenshots
Content Leiden
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4a. Campaign Delivery4b. Highlights
4c. YoY growth PAX4d. YoY growth Room Nights4e. Performance vs KPI’s4f. Screenshots
4. Results Burst 2
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4a. Campaign Delivery
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• On Exp DE, Passengers have grown by 68% during the campaign period compared to last year, all hotels in the coastal region which were pushed grew by 94% year or year and the targeted hotels (those featured on the landing page) grew by 65.8% year on year.
• On Hotels.com Belgium, there was also a strong increases in sales, 119% increase in Passengers, 124% increase in all hotels and 483% increase in the targeted hotels.
• The average CTR is 0.08% for both points of sale (Germany and Belgium). The average CTR on Exp DE is 0.14% which is above the 0.10% benchmark on Expedia. The DE market tends to click less on banners than the UK for example, so the banners were well engaged.
• Overall we are pleased with the performance of the campaign especially compared to last year’s results.
4b. Highlights
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4c. YoY growth PAX
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4d. YoY growth Room Nights
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4e. Performance vs KPI’s
Landing Page Stats KPI’s Actual
Impressions 1,812,144 1,799,832
Target CTR 0.07% 0.14%
Clicks 1,268 2,442
Microsite: Page Views 1,100 1,999
Microsite: Visitors 950 1,723
Microsite: Av. Time spent 1.10 minutes 1.26 minutes
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Content Leiden
4f. Screenshots