Baidu Travel Kit by iClick
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Baidu travel kit is about opportunities and advantages for placing online advertisement in Baidu Travel section. Baidu currently is the market leader for search engine in the world by having 66% of market share. Their market centralised in China, the country with the highest population in the world. Particularly, this slide deck is intended to target blue-chip companies that is willing either to expand their service line or gain maximum online exposure in China. Within this slide decks, you also will get informative data and thorough research about the demographic, market behaviour, potential and business opportunities.
Baidu Travel Kit by iClick
- 1. Baidu Travel Media Kit 2014 EASE YOUR TRIP!
- 2. Market Insights Overview of Baidu Travel Digital Opportunity CONTENTS
- 3. 1. Fast Growth in Chinese Outbound Tourist & Market Scale 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Jan- March 2014 In 2013, Chinese outbound travellers reached 97.3 Million, with 14 million more travellers than 2012. It was estimated to break 100 million in 2014. Chinese outbound tourism is still growing and numbers indicate a positive trend. Chinese outbound tourism consumption hit USD 120 billion in 2013, ranking NO.1 in the world. Source: China Outbound Tourism Research Institution, 2014; UNWTC 10.5 12.1 16.6 20.2 28.9 31.0 34.5 41.5 45.8 47.5 57.4 70.3 83.2 97.3 112.0 26.4 2014 COTRI est. China Outbound Tourism 2000-2014 in million border-crossings plus CORTI Forecasts 2014. Sources: COTRI, CTA
- 4. 2. Chinese Outbound Travellers - Consumer Needs PLACES OF INTEREST - Where do Chinese travellers fly to? A larger circle indicates higher popularity. TOKYO OSAKA SYDNEY BANGKOK PHUKET KUALA LUMPUR SEOUL SINGAPORE TAIPEI HONOLULU NEW YORK VANCOUVER LAS VEGAS SAN FRANCISCO LOS ANGELES LONDON PARIS MILAN ROME
- 5. SIGHTSEEING (75%) is the most popular activity amongst those travelling for leisure. DINING (65%) in second place, demonstrating both how important food is in Chinese culture. SHOPPING (51%) is in third place amongst those travelling for leisure, as Chinese tourists seek out luxury brands in Europe and the USA. BEACHES (37%) MUSEUM & GALLERIES (22%) RURAL PURSUITS (17%) ARTS & CULTURE (12%) SPORTS (5%) GAMBLING (5%) 2. Chinese Outbound Travellers - Consumer Needs POINTS OF INTEREST - When travelling abroad:
- 6. 3. Chinese Outbound Travellers - Planning and Booking Trends TRIP PLANNING/BOOKING DURATION According to Baidu Research Centre, it takes about 24.7 days from the first mind to the point of final conversion. Source: Leisure Segmentation Study. 2011. 4 in 10 respondents planned their trip more than 1 month ahead of their planned travel, compared to only 19% and 7% who planned their trip ¡°1-7 days in advance¡± and ¡°Did not plan in advance at all¡± respectively. More than a year in advance 7-12 months in advance 4-6 months in advance 1-3 months in advance 8-30 days in advance 1-7 days in advance did not book in advance 0% 10% 20% 30% 40% 50%
- 7. 4. Chinese Outbound Travellers - Influencing Channels BEFORE TRAVELLING DURING TRAVELLING AFTER TRAVELLING Sharing of travel experiences through social media is increasingly popular, especially among the younger Chinese. More Chinese are wr i t i n g a b o u t t h e i r t r a v e l experiences through personal blogs as well as social media, either real time during the trip or after the trip. Online sources are rated as the most useful source as travellers can obtain very detailed and comprehensive review and guidance from other experienced travellers. Chinese predominantly turn to maps that they picked up at the destination for information. Other popular sources of information consulted are tour guides and online sources via either their mobile phones or other electronic devices
- 8. 4. Chinese Outbound Travellers - Influencing Channels INFORMATION SOURCES Talk to friend or family Share photo/videos face-to-face Post on social networking site Blog about it Send postcard or letter Email family or friends Write review on travel website Others Does not share overseas travel experiences Source: Leisure Segmentation Study. 2011. 72% 47% 45% 35% 22% 17% 12% 1% 0% Online Sources Travel Agent Recommendation from past visitor Travel guidebook Specialist travel Magazine/Newspaper 68% 54% 47% 34% 32% Brochures pick up at destination Travel guidebooks Online sources Tour guide Maps picked up at destination 52% 46% 45% 68% 52% BEFORE TRAVEL AFTER TRAVEL CHANNELS USED TO SHARE TRAVEL EXPERIENCES
- 9. 5. Chinese Outbound Travellers - Online Information Sources CHANNELS OF OBTAINING INFORMATION If your customer is online in China, they¡¯re on Baidu ! Source: CNNIC: Chinese traveler¡¯s behaviour 2012 OTA Vertical website Hotel & airline website Travel channel of portal Travel Forum Tourism Board website Other 78.5% 33.90% 23.70% 19.20% 15.50% 14.20% 12.40% 11.00% 3.90%
- 10. Market Insights Digital Opportunity Overview of Baidu Travel CONTENTS
- 11. is the largest Chinese website and Search Engine in the world, which covers 95% Chinese Internet users and got over 60 billion pages views everyday. Baidu also reaches the most number of Chinese travellers-over 212 Million, travel related search queries exceed 9,647 Million every month. With the advantage of Baidu big data resource, travel. was launched in 2011, providing a powerful platform for Chinese Travel Enthusiasts to search, obtain, and share travel related information throughout their travel. What is Baidu Travel?
- 12. #1 First Ranking in Organic Search Travel related keywords can trigger Baidu Travel results show in the First Screen and First Ranking (organic search) in . ´º½ÚÄÇ?ÀïºÃÍæ ÃÀ¹úÓÎ¼Ç Ì©¹ú¹¥ÂÔ?×Ô¼ÝÓÎ?Ê®?Ò»ÂÃÓΠȥÄÄ?Àï¶ÈÃÛ?Ô ?Ïã¸ÛµÏ˹ÄáÂÃÓÎ º£µºÓÎ 10,000,000 times Daily triggered search result
- 13. 97.2 Million Chinese Outbound Travellers 66.0 Million 68% use Online Sources 42.4 Million Baidu Reaches over 43% Chinese Outbound Travelers #2 Large Reach of Travel Enthusiasts 20,000,000 Page views/day 2013 UPDATED FEATURES
- 14. Baidu Travel: ¡°Help you to reach the Largest Audience with Least cost!¡± Southern Metropolitan Daily newspaper Chinese National Geography magazine TV SHOW Beijing Airport T2 Duty Free Area Baidu Pay for media cost (RMB) 1600 1200 800 400 0 1600 685 98 60 50 #3 Lowest Cost for Reach SPECTRUM OF COST: CPM-COST PER 1,000 UNIQUE READERS OR IMPRESSION
- 15. #4 Whole Chain Marketing Baidu Travel has 7 Channels to influencing audience making travel decision, including: Homepage, Destination, Travel Note, Picture Album, Travel Plan, Shopping Mall, Promotion. BEFORE TRAVELLING DURING TRAVELLING AFTER TRAVELLING Write review on Baidu Travel Blog about it Post on social networking site Share photo Recommendation from past visitor Download Travel Guidebook Specialist travel magazine or newspaper See downloaded PDF Online guides Tour Guide Digital Maps
- 16. Best Trip Advisor Active Travel ¡°Unbiased destination reviews, photos and travel advices for trips and vacations¡± ¡°High quality content generated by travel professionals. Venturing Somewhere New? Be Inspired By Baidu Travel!¡± ¡°See suggestions & recommended sights with pictures posted by past travellers. And share your own travel experience!¡± ¡°View the latest range of Travel information for various mobile devices¡± Professional Generated Content Social Media Mobile Camp Baidu Travel - Positioning CHINA TRIP ADVISOR TO EASE YOUR TRIP
- 17. Baidu Travel - Positioning BEST TRIP ADVISOR - Wide coverage of travel related information Suggested Schedule Place of interest Food & Hotel Transportation Activity & Festival Q&A + Tips
- 18. Check high quality destination pictures selected by editors Baidu Travel - Positioning PROFESSIONAL-GENERATED CONTENT See travel Guru¡¯s comments Off-line Travel Guide in PDF version.
- 19. Baidu Travel - Positioning ACTIVE TRAVEL SOCIAL MEDIA Prize Promotion Easy to navigate Share pictures, articles & comments Personal Homepage V Certificate
- 20. Baidu Travel - Positioning MOBILE CAMP As of May 2014, The number of downloads via mobile devices exceeded 40 Million. Time spent on Baidu Travel app made up 30% of total time spent on Baidu Travel services (PC+App) The monthly unique visitors of Baidu Travel app approximated 6 Million in Apr. 30,000,000 Registered Users 7,000,000 Active Visitors
- 21. Comments 1,000,000 Travel Guide PDF Downloaded 100 Million Daily Triggered search Result 10 Million Page views/day 20 Million APP Unique Users 6 Million APP Download 60,000 40 Million High Quality Pictures & Travel Notes 10 Million Destinations Baidu Travel - Performance OUTSTANDING PERFORMANCE
- 22. EVENT PROMOTION in 25 place of Interest(4A) in China Offline activities including encourage travellers to download Baidu Travel APP to win prize TV EXPOSURE During 2014 International Labour Day, CCTV-1¡¶¶«?·½ ʱ¿Õ¡·¡¢¡¶Íí¼äÐÂÎÅ¡·report Baidu travel big data£» CCTV NEWS¡¶³¯ÎÅÌìÏ¡·¡¢¡¶ÐÂÎÅÖ±²¥¼ä¡·£» May,2014£¬Hubei TV report Baidu Travel related information PHOTO EXHIBITION ¡°±¦µºÊ°¹â¡±- the Light of Taiwan China Travel Exhibition 3m x 3m Baidu Travel exhibition stage, brochure/poster distribution, Baidu Travel prize Strawberry Music Festival Baidu Travel plays during the festival; Baidu Travel Brochure distribution Baidu Travel - Strategy OTO MARKETING STRATEGY
- 23. Monthly Personal Income 8,114 RMB Monthly credit card consumption is almost twice as much as the general online users¡¯ The average car ownership for existing users is 1.4, the average price is 230 thousand RMB Domestic travel users on avg. have traveled 4.7 times in the last 12 months Outbound travel users on avg. have traveled 5.4 times in the last 12 months 9,447 RMB average expenditure in each trip Young Elite Data source: Baidu Travel Survey, Nov. 2013. The data is based on the travel behaviour of 1,313 survey participants. Affluent 60% plan to make at least 1 intl. trip in the next 12 months 58% claim to be fluent or proficient in English 62.5% owns a bachelor degree and above Well Traveled Baidu Travel AUDIENCE DEMOGRAPHICS
- 24. Market Insights Overview of Baidu Travel Digital Opportunity CONTENTS
- 25. Brand Awareness Deep Coverage Interact with Audience Increase Sales & Conversion BRAND DIRECT RESPONSE OPPORTUNITIES Banner Standard display Impactful display Interactive Campaign Theme Package Sec-killing Activity Q&A Activity Destination Package Destination Official Experience Pavilion Mobile APP Development and Maintenance Digital Opportunities
- 26. SOV: 100% Price Range(CPT): 1,370 ¨C 684,933 RMB Imp. 30,000 - 6,100,000 Homepage Travel Plan Shopping Mall Picture Album Promotion Travel Note Detail Page Destination Details Page Digital Opportunities BANNER OPPORTUNITY Baidu Travel offers 15 banners including Standard Display and Impactful Display(Geo-Targeting) across 7 channels, details as below (Geographic targeting - within website):
- 27. Integrated Marketing Plan Opportunity INTERACTIVE PACKAGE Theme Package Sec-killing Activity Q&A Activity Destination Official Experience Pavilion APP Development and Maintenance Price Range(CPT): 1,200,000 ¨C 2,400,000 RMB Estimated Reach: 8 Million - 16 Million
- 28. Interactive Package THEME PAGE Baidu Travel will develop a special designed theme page for client. Activity Period: 30 Days Benefits: Suitable for clients who focus on increasing brand awareness
- 29. Interactive Package Q&A ACTIVITY Baidu Travel will develop a Mini-site to promote and implement the said activity. Activity Period: 30 Days Benefits: High interaction with potential clients Direct link to clients website Q&A Game Mechanics Get a chance to win big prize by answer questions. For some questions, participants can only get right answers by download the APP. Get it started and win big prize! Top Banner General introduction of Destination and game rules Win prize Destination related questions with tips. Tips will show instructions to get right answers. Such as direct link to client¡¯s landing page; Download APP etc Activity promotion in SNS
- 30. Interactive Package SEC-KILLING ACTIVITY Baidu Travel will develop a Mini-site to promote and implement the said activity. Activity Period: 30 Days Benefits: High interaction with potential clients Sharing is a natural experience for users in these channels Q&A Game Mechanics Get a chance to win free prize if you successfully be the very first few participants. Top Banner General introduction of Destination/Prize/Service and game rules Warm-up and count down before the game start Activity promotion in SNS
- 31. Destination Package TOURISM BOARD Content Basic Destination Official Experience Pavillion Design & Development 1 Package Homepage Top Banner - R1 4 Days Homepage - Travel Note - R2 7 Days Homepage - Suggestion Destination (Top.1) - R3 7 Days Destination Top Suggestion (Top.1) - R4 7 Days Hao123 Travel Homepage Banner - R5 7 Days Hao123 Travel Homepage Destination Top 1 Position promotion - R6 7 Days Hao123 Travel Homepage Hot Destination Suggestion - R7 7 Days 3 Video Ad in landing page 6 month / 1 year Package Price (1 year) £¤2,000,000 Package Price (6 month) £¤1,500,000 Top Suggestions Articles about destination
- 32. High Quality Guideline production Obvious Download Icon Video display about the destination Logo Display Destination Package OFFICIAL DESTINATION PAGE SHOWCASE Special designed page for introduction of destination Banner Promotion for Q&A Activity
- 33. Content Basic Advance Premier APP Development Package Official APP Development (iOS) Official APP Development (Android) APP Uploading and maintenance (Android & iOS) Technical Support Basic online promotion* Customized APP development & online promotion** Price £¤1,200,000 £¤1,700,000 TBC
- 34. APP Development Package To design, develop and maintain official APP by Baidu IT talents Under common theme ¡°Let¡¯s go XXX¡± - United & high quality Launch in iTunes and 20+ China mainstream Android App Market Allocate Baidu quality channel resources for publicity and promotion
- 35. Appendix 1
- 36. Top Banner ( 720 x 250 ) A1 Banner-Right side ( 240 x 70 ) A2 A4 A5 A6 Leaderboard ( 720 x 90 ) A3 Perfect ad placement to target the most suitable audience for different brand advertisers. Direct link to advertiser's landing page Homepage Standard Display - Brand Awareness HOMEPAGE BANNERS
- 37. Supersize Leaderboard ( 980 x 90 ) J1 S1 H1 Leaderboard ( 720 x 90 ) G1 Available in 4 channels¡¯ homepage ONLY ad place Eye-catching format Direct link to advertiser's landing page Travel Plan Destination Picture Album Travel Guide Standard Display - Brand Awareness CHANNEL BANNERS
- 38. Standard Display - Brand Awareness CHANNEL BANNERS Leaderboard ( 720 x 90 ) P1 All pictures on website will link to Picture Album Details page ONLY Ad place under all display pictures LARGEST impression among all standard display Picture Album Promotion Promotion ( 720 x 250 ) T1 ONLY ad place Eye-catching format Direct link to advertiser's landing page
- 39. Impactful Display - Increasing Traffic GEO-TARGETING BANNERS (*Geographic targeting - within website) Square ( 260 x 260 ) Banner ( 260 x 130 ) D2 D3 D1 N1 High-value customer targeted advertising Ads can be display on specific destination/ Travel Note details page: Global ( Whole countries) Country (whole cities) City (whole sight spot ) Largest display with high volume of exposures N1 is the ONLY ad space in travel note details page Destination Details Page Travel Note Details Page
- 40. Combining the display ads these options creates a synergy to enhance the awareness of the campaign discreetly as well as giving longer sustenance to the effectiveness of the campaign. *14 Million Exposure **700,000 Unique Visitor Theme Package - Deep Coverage BRANDING PACKAGE Full-Screen Skinner Word-of-mouth Solutions SNS Mini-site Design & Development Banners Promotion EDM Marketing
- 41. Sec-Killing Activity - Interact with audience INTERACTIVE CAMPAIGN Encourage users to participate said activity, to win real product sponsored by advertisers. Constant exposure of products, interact with audience. Warm-up and promotion under the support of high quality resources. * Over 8 Million reach **200,000+ Participants Full-Screen Skinner Word-of-mouth Solutions SNS Mini-site Design & Development Banners Promotion EDM Marketing Activity Coordinate
- 42. Q&A Activity - Interact with audience INTERACTIVE CAMPAIGN Encourage users to answer questions which customised by advertisers. Influence audiences with the knowledge of product in questions. Support direct link to advertiser website while answering questions. Points award after answering questions, which can exchange real products in Mall. * Over 9 Million reach **300,000+ Participants Full-Screen Skinner Word-of-mouth Solutions SNS Floating Ad Promotion Mini-site Design & Development Banners Promotion EDM Marketing Activity Coordinate
- 43. Destination Official Experience Pavilion - Deep Coverage BRANDING PACKAGE Develop special designed destination page in Baidu travel and Hao123 Travel. From a travel expert/editor point of view, share the experience of the most Hot topic to implant the destination information. * Over 16 Million Exposure **900,000 Unique Visitor Full-Screen Skinner Word-of-mouth Solutions Hot Travel Note Recommendation Destination Channel Advertorial Mini-site Design & Development Banners Promotion Hot Destination Recommendation Hot Picture Recommendation
- 44. Mini-site Design & Development & Full-screen skinner Mini-site customised according to client requirement. High visual quality pages ensured by senior visual designer. Full Screen Skinner perfect for High exposure, High impact, High profile brands
- 45. Banners Promotion Seven high exposure banner entrance within the Website, including: Homepage Top-Right Corner Promotion Homepage Banner - Right Side A2/A4/A5/A6 Impactful display ¨C Destination channel - D1/D2/D3 Impactful display ¨C Travel Note channel ¨C N1 Maximum Exposure Homepage Top Right Destination Homepage Banner Travel Note
- 46. Word-of-mouth Solutions Soft Promotion: From a travel expert/editor point of view, share the experience of the most ¡®Hot¡¯ topic to implant the brand¡¯s information Basing on client¡¯s objective, with editor¡¯s agreement content can be crafted to integrate client¡¯s content in the most unbiased and discreet manner Influence from neutral point of view hence creating great users¡¯ trust Content-rich options Hot Travel Note Recommendation Destination Channel Advertorial Hot Destination Recommendation Hot Picture Recommendation Top Suggestion Article
- 47. Floating Ad Promotion The ONLY ad unit of this kind and available on Baidu Travel whole website Floating ad on whole website is an unique form of ad exclusively initiated by Baidu Travel The floating ad could more easily attract TA¡¯s attention and strengthen the interaction with users.
- 48. SNS BAIDU TRAVEL WEIBO Baidu Travel Weibo has one of the biggest fan base among the travel sites in China Baidu Travel Weibo has up to 1,021,000 fans and still growing aggressively consistently Attractive offers or campaigns with attractive incentives are perfect in this placement as word-of-mouth impact is easily created with one ¡®click¡¯ of the ¡®forward¡¯ button by users
- 49. Activity Coordinate INTERACTIVE CAMPAIGN Interactive campaigns can be created in marketing plan to create the most viral, word of mouth campaign to support advertisers. React to user¡¯s action for engagement Warm-up and promotion under the support of high quality resources provided by Baidu Sharing is a natural experience for users in these channels
- 50. Appendix II German Tourism Board
- 51. Package chosen by German Tourism Board Content Premier APP Development & Promotion 1 Package Destination Official Experience Pavilion (for promote destination) 1 Package Q&A Game Design & Coordinate (for promote activity) 1 Package Promotion Strategy & Items in Baidu Travel Website Premier Impactful Banner- Destination Details Page - D1/D2/D3 7 Days Impactful Banner- Travel Note Details Page- N1 7 Days Homepage Banner - Right Side - A4/A5/A6 7 Days Destination Page Banner- S1 7 Days Guideline Channel Banner - G1 7 Days Picture Album Homepage- H1 7 Days Whole Site Top-Right Corner Banner 3 Days Message Center Notification 3 Days Whole Site-Balloon Promotion right side 3 Days Other Promotion Strategy China Major APP Market Promotion
- 52. Elegant & Exquisite APPs LET¡¯S GO GERMANY Suggested Schedule Place of Interest Food and Hotel Transportation Activity and Festival Q&A + Tips
- 53. Elegant & Exquisite APPs LET¡¯S GO GERMANY No.1 Ranking On the 1st day of launch, ranked No. 1 in App Store when searched ¡°Germany¡± Best Choice by Audience! App Store Top Recommendation Recommended by App Store for its high quality and popularity Build Premier Image for Destination! 100,000+ Download During APP promotion period, more than 100,000 times download and is still increasing substantially Over 8,000 outbound tourists use this APP during their trip!
- 54. Theme Page PANORAMIC VIEW OF GERMANY 200,000 Traffic During promotion period, 200,000+ traffic went to German National Tourist Board official website. It shows the superb diversion capability 800,000 Exposure Accumulated visits of feature page has amounted to more than 800,000 times, allowing to accurately expose the German travel brand to the highly sensitive population
- 55. Q&A Activity 50,000 Participant Participants of online activities has exceeded 50,000, frequently hitting the potential tourists in a short term 1,500,000 Exposure Exposed German travelling topic has overrun 1,500,000, among which there are massive customisation information 1,000,000 Traffic Traffic diversion to official website of the German National Tourist Board amounts exceed 1,000,000 during activities, which shows its superb diversion capability
- 56. Thank you!