Cebu pacific airline international seat sale jul - dec 2011

Cebu Pacific Air – H2 2011
Half Yearly – Campaigns Review
Joey Chee | Client Services Director, SEA

© 2012 MediaMind | A Division of DG | All rights reserved

Agenda
▸ Campaign Review – H2 2011
Total Campaigns Performance
ROI
Transaction by Countries
Ad Format Comparison
Creative Evaluation
User Behaviors on site
User Favorite Destination – International
User Favorite Destination – Domestic
Special Highlights

© 2011 MediaMind | A division of DG | All rights reserved

H2 2012 Campaigns Summary
Awareness
Served Impressions: 1,077,217,533 Exposure:
Unique Impressions: 326,473,817
Average Frequency: 3.30
Delivered more than 1 billion impressions.
Reached out to 326 million unique eye
balls across Asia region in 11 countries
Interest* within H2 2012.
Engagement:
4.51% of the users (2.8 million the seat
On average, users exposed to users) who
Total Dwell: 2,808,584
Dwell Rate: 4.51% sales campaign more than 3 times within
exposed to expandable banner – mouse
Average Dwell Duration: 79 secs
over to theperiod. for more than 79
6 months banner
Unique Dwelling Users: seconds
12,196,022 Response:
Garnered 1.9 millions clicks generated
Desire from 0.53% (1.7 million) of the users (who
Total Clicks: 1,959,673 exposed to the campaigns) responded to
CTR: 0.18% the offer by clicking on the banner to the
Unique Clicking Users: landing page.
1,732,855 Leads:
Total of 17 millions actions were captured
Action on the landing page.
Total 91% of the conversions (Post Impressions)
Conversions: were contributed by users who never
16,887,132 clicked on the banner.
Conversion Rate:
1.74%
* Data refer to only rich media


Return of Investment (ROI) – H2 2011

H2 2011 Revenue Online Investment
MediaMind Data
(PHP) Returntotal of PHP 34 million across the
Spent of Investment
Total Media Spend $ 34,192,389.55 regions.
Generated PHP 583 million in 6 month
34% increment in compare to H1 2011
25% increment in compare to H1 2011
Total Revenue $ 583,553,599.16 On average, Cebu Pacific Air invested PHP
On average, Cebu Pacific Air generated
ROI 1607% PHPmillion monthly
5.6 97 million monthly

Total Transactions 71,402 Total Transactions:
Total Profit: PHP 549 71,000 0.26
Cost Per Uniquethan million transactions
Captured more Eyeball: PHP
Average Value Per (‘TotalPer Unique Clicks: PHP 19.73
Costmonths period. Media Spend’)
in 6 Revenue’ – ‘Total
$ 8,172.79
Transactions Cost Per Action / Sales generated closed
On average, Seat Transaction: PHP 478.87
Return Of Advertising Spend: 17.07 all
to 6,000 transaction monthly across
the regions.
('Total Revenue' divided by 'Total Media Cost’)


Transactions by Countries
H2 2011 H1 2011
6% 3% 9% 8% 0% 6%
3% 5% 9%
7%
1% 3%
5%
13% 19%

29%

9% 5% 23%

9% 12% 17%

BR CN ID HK JP KR MY SG TH TW VN
BR CN ID HK JP KR MY SG TH TW VN

Top 5 most revenue generated market (H2 2012):- Top 5 most revenue generated country (H1 2011):-
1. Singapore (29%) – approx. PHP 172 million 1. Japan (23%) – approx. PHP 136 million
2. Hong Kong (13%) – approx. PHP 76 million 2. Singapore (19%) – approx. PHP 114 million
3. Korea (12%) – approx. PHP 70 million 3. Korea (17%) – approx. PHP 105 million
4. Japan, Malaysia, Brunei (9%) - approx. PHP 50 4. China (9%) – approx. 55 million
million each market
5. Taiwan (8%) – approx. PHP 45 million


User Behaviors On Site
12,000,000
“Select” tag captured highest conversions – due to
10,000,000 user behaviors.
0.92%
Users clicked back button / refresh the page in order
8,000,000
to find the itinerary that suit them – fare /schedule
6,000,000
0.52%

4,000,000

2,000,000
0.10% 0.03% 0.01%
0
1. Homepage 2. Select 3. Guest 4. Add-ons 5. Itinery

• The campaigns successfully registered more than 17 million traffic to the landing page across different
languages.
• 5.5 million conversions (33% of total conversions) were recorded on the “Homepage”
• 19% of the users (1.04 million conversions) decided to proceed to the booking by entering their details on the
“Guest” page
• 98% of the conversions drop off along the booking paths.
• 6.83% of the users (71,402 conversions) who landed on the “Guest” page / successfully made the payment
transaction @ the itinerary page.


Users Favorite International Route

Route Transactions Revenue

SIN-MNL-SIN 4,292 $ 44,878,757.02

SIN-MNL 3,790 $ 26,036,399.92

MNL-SIN 2,225 $ 12,438,878.53

MNL-SIN-MNL 2,209 $ 24,717,678.70

KUL-MNL-KUL 1,566 $ 19,221,874.63

KUL-MNL 1,545 $ 10,833,299.30

TPE-MNL-TPE 1,220 $ 11,022,957.50 • As usual, Singapore Manila remained the
most favorable destination – generated more than
HKG-MNL-HKG 1,139 $ 12,952,344.88 12,500 transactions – PHP $ 108 million
• Other than Manila, Singapore  Clark also one of
MNL-KUL 1,110 $ 7,484,990.46
the top 10 preferred destination (971 transactions
SIN-CRK 971 $ 5,799,311.21 – PHP $ 5.7 million)
• The other favorable destination after Singapore –
Kuala Lumpur Manila – captured 4,221
transactions – PHP $ 37 million


Users Favorite Domestics Route

• 14% of total revenue contributed by domestic
Route Transactions Revenue routes (20,118 transactions)
MNL-MPH 1,278 $ 5,135,951.47

MNL-CEB 820 $ 2,262,149.33

MNL-CEB-MNL 738 $ 4,156,744.84

CEB-MNL 672 $ 1,843,152.54

DVO-MNL 520 $ 1,814,136.62

MNL-CGY 478 $ 1,470,413.59

MNL-DVO-MNL 414 $ 2,658,771.92

MNL-BCD 412 $ 1,012,764.83

MNL-PPS-MNL 359 $ 2,632,654.70
• ManilaCityBoracay remained as thepopular local other
Davao  is of new & upcoming top favorite
Cebu still one thethe most favorable local destination.
MNL-CGY-MNL 352 $ 2,028,003.64 than Cebu Boracay. Manila
Manila route – 1,278 Transactionstransactions (PHP $
domestic &Cebu contributed 2,230 (PHP $ 5.1 million)
Davao City generated
934 transactions (PHP $ 4.4 million)
8.3 million)


Special Highlights…
Korea – 7,688 transactions
Brunei – 6,191 Transactions
584 transactions generated for
More than 2,700 transactions Cebu (CEB  ICN & ICN  CEB)
booked Kuala Lumpur 470 transactions captured for
Manila & Kota Kinabalu Boracay (MNL  MPH) from the
Manila Korean placements

China – 6,155 Transactions
Singapore – 21,815 transactions
More than 4,000 transactions are
More than 2,000 transactions for
booked for Philippines domestics each destination – Cebu & Clark
route (DVO, MPH, CEB, ILO, CGY, etc).
Top favorable route Manila 
Boracay - 290 transactions

Japan – 4,635 Transactions Thailand – 2,181 transactions
335 transactions captured to Davao 305 transactions booked for
City depart either from Kansai Airport
or Manila. BKK CRK
(KIX  DVO or MNL DVO)


Ad Format Comparison
3.92%

4.00%
3.50%
3.00% 1.58%
2.50%
2.00%
1.50% 0.19% 0.17%
1.00%
0.50%
0.00%
CTR Conversion Rate

Expandable Banner Standard Banner

Served Dwell Average Impressions with Total Conversion
Ad Format Clicks CTR Dwell Rate
Impressions Duration Dwell Conversions Rate
Expandable
2,808,584 5,204 0.19% 4.51% 79 126,562 110,222 3.92%
Banner
Standard
1,035,830,042 1,788,654 0.17% 0 0 0 16,400,838 1.58%
Banner


Agenda
▸ Campaign Review – 2011
2011 Total Campaigns Review
2011 ROAS Review
Transaction Vs Average per booking
2011 ROI Review
2011 Total Campaigns Review – by countries
Awareness
Response Rate
Cebu Pacific Air Presence – SEA
Cebu Pacific Air Presence – East Asia
Conclusion & Moving Forward


2011 Total Campaigns Review

Captured highest response rate across all
Delivered highest Impressions – 315
350,000,000 0.33% countries (CTR: 0.33%, Transaction Rate: of total 0.35%
million impressions (14%
0.022%) impressions served)
300,000,000 0.30%
0.25%
250,000,000 0.25%
0.20%
200,000,000 0.20%

0.13% 0.13% 0.14%
150,000,000 0.13% 0.12% 0.15%
0.12%
0.09%
100,000,000 0.08% 0.10%
0.05%
50,000,000 0.022% 0.05%
0.005% 0.007% 0.004% 0.002% 0.003% 0.004% 0.008% 0.005% 0.007% 0.006% 0.009%
- 0.00%
Jan Feb March April May June July August September October November December

Served Impression CTR Transaction Rate

▸ In 2011, Cebu Pacific Air International Seat Sales campaigns (Jan – Dec) have delivered 2.2 billion impressions.
▸ It has been exposed to 768 million unique eyeballs across 11 countries. On average, each user exposed to ad 2.85
times.
▸ Successfully garnered 3.3 million clicks (CTR: 0.15%)
▸ Collected 36,680,683 conversions on the landing page (Conversion Rate: 1.68%) – 92% of the conversion generated
from post impression conversions (2,658,539 conversions).


2011 ROAS Review
$300,000,000.00 Generated highest revenue across all
Highest media spend in August – PHP $10,000,000.00
$8.5 million – inclusivecountries – PHP $ 241 million – the ROI
Facebook $9,000,000.00
$250,000,000.00 placements as high as 61.08
$8,000,000.00
$7,000,000.00
$200,000,000.00
$6,000,000.00
$150,000,000.00 $5,000,000.00
$4,000,000.00
$100,000,000.00
$3,000,000.00
$2,000,000.00
$50,000,000.00
$1,000,000.00
$- $-

Revenue (PHP) Media Spend (PHP)

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Media Spend
$ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500
(PHP)

Revenue (PHP) $ 22,360,117 $ 38,855,039 $ 241,575,211 $ 69,948,353 $ 49,041,169 $ 44,013,637 $ 76,463,836 $ 92,749,989 $ 98,888,856 $ 110,875,752 $ 97,031,290 $ 107,543,876

ROI 5.25 12.00 61.08 12.70 8.58 7.98 16.95 9.80 17.11 20.31 18.54 17.81


Transactions VS Average Value Per Booking (PHP)
Garnered highest number of
45000 transactions – 42,246 transactions $14,000.00

40000
Lowest average value per ticket – PHP
$5,718.30 $12,000.00
35000
$10,000.00
30000

25000 $8,000.00

20000 $6,000.00
15000
$4,000.00
10000
$2,000.00
5000

0 $-

Transactions Average Value Per Booking

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

Transactions 2,975 5,810 42,246 9,688 6,144 3,756 9,498 13,157 13,267 13,105 10,014 12,362

Average Value
Per Booking $ 7,516.01 $ 6,687.61 $ 5,718.30 $ 7,220.10 $ 7,981.96 $ 11,718.22 $ 8,050.52 $ 7,049.48 $ 7,453.75 $ 8,460.57 $ 9,689.56 $ 8,699.55
(PHP)


2011 ROI Reviews
Average CPM = PHP $0.04 per impression
Average CPC = PHP $ 23.69 per click
10000000 Average CPA = PHP $ 596.13 per transaction 10000
9000000
8000000 1000
7000000 100
6000000
5000000 10
4000000
3000000 1
2000000 0.1
1000000
0 0.01

Media Cost CPM CPC CPA

Month Jan Feb March April May June July Aug Sep Oct Nov Dec
Media Cost
$ 3,576,680 $ 2,988,500 $ 3,891,500 $ 5,106,421 $ 5,117,000 $ 4,902,000 $ 4,259,064 $ 8,586,326 $ 5,461,000 $ 5,203,000 $ 4,966,500 $ 5,716,500
(PHP)

CPM $ 0.06 $ 0.03 $ 0.02 $ 0.02 $ 0.02 $ 0.03 $ 0.02 $ 0.05 $ 0.02 $ 0.03 $ 0.03 $ 0.04

CPC $ 43.93 $ 17.27 $ 6.17 $ 22.63 $ 30.13 $ 29.56 $ 20.96 $ 38.45 $ 18.23 $ 20.97 $ 22.86 $ 16.73

CPA $ 1,202.25 $ 514.37 $ 92.12 $ 527.09 $ 832.85 $ 1,305.11 $ 448.42 $ 652.61 $ 411.62 $ 397.02 $ 495.96 $ 462.43


2011 Review
by Countries

2011 Campaigns Review - Awareness
South East Asia East Asia
17% 5%
21% 10%

12%
5%
12%

9%

15%

27%
29%

Brunei Indonesia Malaysia Singapore Thailand Vietnam China Hong Kong Japan Korea Taiwan

▸ Out of 2.2 billion impressions, 39% of total ▸ 1.3 billion impressions served across the
impressions were served to the Southeast East Asia region (CN, HK, JP, KR, TW)
Asia countries (SG, MY, BR, ID, TH & VN).
▸ 48% of total impressions delivered within
▸ Malaysia delivered highest impressions (234 the East Asia region (659 million
million impressions) within the SEA region. impressions) were delivered to the Japanese
campaigns.


2011 Campaigns Review – Response Rate
However, Singapore campaigns
China campaigns generated highest
successfully captured highest
0.80% 0.0018%
transactions – 37,559 transactions on clicks, CTR:
number of clicks (1.6 million
0.70% 0.74%)
the itinerary page
0.0016%

0.60% 0.0014%
0.0012%
0.50%
0.0010%
0.40%
0.0008%
0.30%
0.0006%
0.20% 0.0004%
0.10% 0.0002%
0.00% 0.0000%
Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam

CTR Trasaction Rate

Brunei China Indonesia Hong Kong Japan Korea Malaysia Singapore Thailand Taiwan Vietnam
Clicks 150,481 1,604,403 65,221 142,075 286,026 330,860 190,307 172,104 122,509 136,362 156,673
CTR 0.08% 0.74% 0.08% 0.13% 0.04% 0.13% 0.08% 0.13% 0.12% 0.12% 0.11%
Trasactions 11,014 14,771 3,232 13,685 25,485 24,978 9,929 37,559 7,033 11,764 2,403
Transaction
0.0005% 0.0007% 0.0001% 0.0006% 0.0011% 0.0011% 0.0004% 0.0017% 0.0003% 0.0005% 0.0001%
Rate


Cebu Pacific Presence 2011 - SEA

SINGAPORE BRUNEI MALAYSIA
PHP $ 286,924,639.12 PHP$ 86,648,832.93 PHP $ 81,723,670.38
128,801,273 impressions 180,598,408 impressions 234,397,324 impressions
172,104 Clicks 150,481 Clicks 190,307 Clicks
37,559 Bookings 11,014 Bookings
9,929 Bookings

INDONESIA THAILAND VIETNAM
PHP $ 21,786,533.97 PHP $ 49,533,473.76 PHP $ 15,981,222.00
78,923,217 impressions 105,755,609 impressions 148,033,897 impressions
65,221 Clicks 122,509 Clicks 156,673 Clicks
3,232 Bookings 7,033 Bookings 2,403 Bookings


Cebu Pacific Presence 2011 – East Asia

JAPAN KOREA
PHP $ 191,380,175.19 PHP$ 175,295,996.69
659,962,222 impressions 259,830,693 impressions
286,026 Clicks 330,860 Clicks
25,485 Bookings 24,978 Bookings TAIWAN
PHP$ 78,302,854.20
116,787,837 impressions
136,362 Clicks
11,764 Bookings

HONG KONG CHINA
PHP $ 103,983,611.94 PHP $ 94,446,696.07
109,632,130 impressions 215,554,695 impressions
142,075 Clicks 1,604,403 Clicks
13,685 Bookings 14,771 Bookings


Conclusions
▸ In 2011, Cebu Pacific Air spent a total of PHP $59 million on digital-online display for International
Seat Sales Campaigns. The online spending perpetually increased from H1 – H2 2011 by 34%.

▸ It lifted up the CTR by 38% from 1.4 million clicks in H1 2011 to 1.9 million clicks in H2 2011. As well
as slight improvement on transaction rate – 1%.

▸ In H2 2011, revenue for Singapore campaign has been increased by 50%. While the revenue for
Japan & China campaigns have been decreased by 60% & 28% respectively.

▸ Singapore Manila – remain the most revenue generated revenue for Cebu Pacific Air inbound
business – more than 18% of the total transactions & revenue.

▸ Discover new domestics tourist attraction – Davao City – 5% of the domestics revenue after Boracay
& Cebu.

▸ Interesting highlights on Brunei & China campaigns – more than 40% of the transactions booked are
not departed from the country of origin (Brunei / China)

▸ Proven expandable banner performed better compare to standard banner – Expandable banner
lifted up the CTR by 7% and conversion rate by 148%.

▸ Relationship between total transaction & average value per transaction – the value of ticket is low
during the peak month (March) & vice versa low month (June)

Moving Forward
▸ Geo-Targeting - (based on an end-user's IP address) allows for targeting users in
different geographical locations with different sets of ads. Geo targeting in
MediaMind can be set up for each user's geographic location, whether by
country, state/region, city.

Geo targeting can be used, for example, to serve ads for Singapore-based flights to Singapore-based
users, and ads for Kota Kinabalu-based flights for users in Kota Kinabalu. This process can then
be recreated for every target audience an advertiser wants to create.

▸ Smart Trading – Ad exchanges offer advertisers great opportunities for cost-
effectively engaging a specific audience. Smart Trading is a managed trading service
for buying media across ad exchanges.

MediaMind trading specialists manage your buy strategy, setup and
optimization, guiding you step-by-step to get the most from your budget. With
powerful automation features, full integration with the MediaMind platform, and
our professional trading team behind you, you can oversee exchange buys and your
entire digital campaign from one place, with full price transparency and visible ROI.


Creative Improvement

▸ Rich Media Works! - Rich Media Doubles Effectiveness especially for
1. To promote new routes and service classes.
2. To position the airlines such that passengers will be willing
3. To elevate awareness of the airline and perhaps keep it top of mind when passengers are planning their
next journey.
4. To highlight tourism attraction s in the Philippines
▸ Integrate with the airline’s yield management systems, matching location, price, and inventory - Display
advertising is a flexible tool to generate instant demand for yield management. It is easy to align ads and messaging
with empty flights, even at the last minute because occupying an empty seat in a flight that is about to take off
contributes directly to the bottom line. With this in mind, online display advertising can bring ROI to new heights.


2012 Proposal
▸ Annual Commitment – USD $ 100,000
Rate Card Cost Cebu Pacific Air -
No Description Unit Price Value (USD)
(USD) Special Rate
1 Ad Serving value (Standard) 10% $ 50,000.00 4%
$ 55,000.00
2 Ad Serving value (Rich Media / Video) 30% $ 50,000.00 15%

3 Retargeting $ 1,000.00 $ 10,000.00 Waived n/a

4 Geo-targeting $ 1,000.00 $ 10,000.00 Waived n/a
Monthly Report in Excel Format
5 $ 2,000.00 $ 24,000.00 Waived n/a
(Template)
Half Yearly Review in PowerPoint
6 $ 5,000.00 $ 10,000.00 Waived n/a
Format
Creative Production – Smart Versioning
7 $ 5,000.00 $ 60,000.00 2,500 $ 30,000.00
Templates
Creative Production – Expandable
8 $ 5,000.00 $ 25,000.00 Waived n/a
Banner / Rich Banner – (300kb)
9 Smart Trading $15,000.00 $ 15,000.00 15,000 $ 15,000.00

TOTAL $ 254,000.00 $ 100,000.00

62% Savings $ 154,000.00


Thank you!


Cebu pacific airline international seat sale jul - dec 2011

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