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Private and Confidential
C h i n a ’ s O n l i n e T r a v e l M a r k e t -
M a r k e t A n a l y s i s R e p o r t(2012-2013)
Private and Confidential
Foreword
Online retail has boomed significantly over the past 2 years while the online travel market
has also evolved drastically with the proliferation of new advertising channels and
technologies. According to the statistics from iResearch, the transaction scale of online
payment yielded $1,700 billion Yuan (CNY) in the online travel industry in 2012. This
marks an annual growth rate of almost 30%. With increasing fierce competition in the
market, vertical research engines operating on OTA such as Ctrip and Qunar.com have
been battling head to head in the online travel industry. The entire online travel industry
has maintained a strong momentum, where channels of sales are further diversified , with
sales moving onto social platforms and other media channels. Overall, the growth of online
retail business is expected to further be fueled by the emerging use of various media
channels.
Following the continuous improvement of the market, marketers are challenged with the
task of the industry weakening in every tier of the value chain and the tendency of user
dispersion. Marketers will soon be realized that capturing the key potential target users will
be critical to its business success and stay ahead as a competitive leader in the online
travel market.
In iClick, we value our travel clients as close business partners and provide customized
solutions that can best suit their business needs. We strive our effort to best provide a wide
variety of services to keep our clients maintained at their leading position in the industry.
For this reason, we have specifically researched, analyzed and compiled this industry’s
specific report, in hopes of providing the finest sales support services in the industry.
Last but not least, we will continue to work on various analytical reports on other industries
such as luxury goods and eCommerce sector; for those who are interested, please stay
tuned to our official website and our Weibo updates.
—— Co-founder of iClick
Ricky Ng- 1 -
Private and Confidential
Table of Contents
- 2 -
• Part 1 An overview of China’s online travel market
- An introduction to the value chain of China’s online travel market
- A history of China’s online travel market
- The current state of the online travel market
• Part 2 Competitive market segmentation in the online travel market
- Upstream —— suppliers entering the online platform
- Midstream —— fierce competition among online agencies
- Downstream —— continuous emergence of new marketing platforms
- Weakening of the value chain in the online travel market
• Part 3 Parting the red sea: venturing off from users’ needs
- Online travel industry: consumer profile
- Online travel industry: consumer psychological needs
- Online travel industry: consumer behaviour analysis
• Part 4 iClick – key strategies to increase your revenue
Private and Confidential
The value chain of China’s online travel market is mainly comprised of upstream suppliers, midstream
online agencies and downstream online marketing platforms as shown in the graph below:
Source:The National Tourism Administration of The People’s Republic of China, Increasing Trend in China’s Online Travel
Industry Whitepaper(2012-2015)
Up Stream:
Suppliers
Midstream:
Online Agencies
Downstream:
Online Marketing PlatformsUsers
Airlines
Hotels
Users
Social Media
Comprehensive
Search
EnginesOnline Travel
Agencies (OTAs)
Travel Agencies
Scenic
Spots
Car Rentals
EntertainmentFacilities
ConcertsTour
Guide
Insurance
⋯⋯
Direct Sales
Online Videos
Mobile Applications
Vertical
Search
engines
Vertical
Reviews
⋯⋯
Graph 1-1: The value chain of China’s online travel market
An overview of China’s online travel market
- 3 -
Direct Sales
Private and Confidential
From 1999 to 2012, the online travel industry has surged rapidly in China. The table below describes
some major highlights in the history of China’s online travel market.
Early stage for online travel market
• Mainly commission based through airline ticket
and hotel bookings
• Launch of online travel agencies such as Ctrip,
eLong, etc.
Maturity Stage for online travel market
• Entry of new online travel agencies such as
Mangocity.com and 17u.cn, providing consumers with
a portfolio of diverse and mature offline products
• Huge price discrepancy amongst various agencies
resulting in the development of price comparison
search engines such as Qunar.com
New competitors in the online travel market
• Major eCommerce platforms such as QQ, Taobao and
JD.com enter the online travel market, providing more
comparable sites through commission based scheme
• Airlines and hotels increased their efforts in direct sales
as they create their own official websites or reach
consumers directly through vertical search engines
Phase 1: from late 1990’s to early 2000’s Phase 2: 2004 - 2006
Phase 3: 2006 - 2010 Phase 4: 2010 - 2012
A history of China’s online travel market
- 4 -
Segmentation of online travel market and
rise in social media
• Rising demand for vacation packages including
lvmama.com or tuniu.com with features such as
tourist attractions and route maps, providing more in-
depth online booking services
• Maturation of users whose demand extend from
booking to sharing such as social networking sites,
including tip sharing site mafengwo.cn, travel review
site daodao.com, etc.
Private and Confidential
The total revenue of China’s tourism industry in 2012 is estimated to be valued at $2.4 trillion Yuan.
Within that portion, China’ s online booking transactions are estimated to be valued at $1,729.7 billion
Yuan, thereby giving the online tourism a penetration rate* of 7%. It is evident that there is still much
room for growth. Hence it is estimated that the online travel market will keep growing at a rapid rate of
20% to 30%** over the next few years.
* Online travel penetration rate = Scale of online transaction/Gross Income of Online Travel Industry
** The National Tourism Administration of The People’s Republic of China, Increasing Trend in China’s Online Travel
Industry Whitepaper(2012-2015)
60000
50000
40000
30000
20000
10000
0
2008 2009 2010 2011 2012e 2013e 2014e 2015e
Scale of Domestic Travel (in one trillion Yuan)
Graph 1-2 Penetration rate of china’s online travel vs domestic travel market
4.2% 4.8% 5.1% 6.1%7.2%
8.5% 9.6%11.6%
35.0%
58.0%
38.5%
29.1%
34.4%
22.4%
29.7%
Growth Rate (%)
Online travel penetration rate
Continuous Expansion in China’s online travel
market
- 5 -
Private and Confidential
• Online agencies (OTAs) and suppliers provide more product features such as car
rentals, ticket sales, tourist attractions
• Increasing popularity in direct sales of travel products via third-party platformsTour
operators
• Provision of 24/7 online service
• Transparent pricing; vertical search engines allow further price comparison
• Location service from mobile networks facilitates the booking of nearby services or
accommodations
• Rise of segmentation for services such as supply of travel guides, vacation package
group buy, etc.
Online
Players
• According to a report published by the China Tourism Academy in June 2012, the
number of users booking travel arrangements have reached 42,070,000, with a
recorded annual growth of 16.5%*
Consumer
Habits
* China Tourism Academy Wuhan Branch, 2012 Chinese Tourism Development Report
3 Key Factors Boosting Continuous Growth
- 6 -
Private and Confidential- 7 -
Table of Contents
• Part 1 An overview of China’s online travel market
- An introduction to the value chain of China’s online travel market
- A history of China’s online travel market
- The current state of the online travel market
• Part 2 Competitive market segmentation in the online travel market
- Upstream —— suppliers entering the online platform
- Midstream —— fierce competition among online agencies
- Downstream —— continuous emergence of new marketing platforms
- Weakening of the value chain in the online travel market
• Part 3 Parting the red sea: venturing off from users’ needs
- Online travel industry: consumer profile
- Online travel industry: consumer psychological needs
- Online travel industry: consumer behaviour analysis
• Part 4 iClick – key strategies to increase your revenue
Private and Confidential- 8 -
Competitive marketing segmentation in the
online travel market
• From industry’s perspective, target users are
highly fragmented. As indicated, the
consumer has nearly visited 8 different
categories from the beginning of the journey
to sharing the trip experience.
• According to BCG’s report on the travel
industry, none of the existing travel websites
are able to provide an all-rounded service
while the consumer has to spend a lot of
time visiting different sites for their travel
itinerary. Hence, the ad conversion rate
tends to be low.
• Although travel sites from different tiers
strive to enhance their service portfolio, but it
is rather difficult to satisfy every single type
of service demanded by the consumer. Not a
single website was able to create a
comprehensive, closed ecosystem of the
services provided.
- 8 -Graph 2-1 China Online Travel Market Categories
Private and Confidential
Upstream — Suppliers:
• Include airlines, hotels, attractions, car rentals and other travel service providers
Revenue Model:
• Suppliers generate profits from tourist resources and ancillary services
Market situation and competition:
• Airlines and hotels from upstream tend to use direct sales to enter into the competition
as they offer services directly to consumers while eliminating costs given to the
resellers through commission based
• Although airlines and hotels provide single service only, but they have large capabilities
in providing large discounts to the consumers in the competitive market
• OTAs from the midstream have already accounted for a large market share in the
industry but it is relatively difficult to steal users away while their consumer habits are
gradually formed over the decade
Upstream — suppliers entering the online platform
- 9 -
Private and Confidential
Midstream — Online Resellers:
• Include online agencies, integrated eCommerce platforms etc.
Revenue Model:
• Connect suppliers with users to generate profits based on a commission based
model through online transactions
Market Situation and Competition:
• Diversification of online platforms; new entries of online agencies and eCommerce
players keep emerging as to capture more from the user market
• Suppliers from the upstream market increased their sales effort
• Downstream vertical search engines have captured a lot of visitor traffic, bring visitors
towards suppliers and smaller online agencies
Midstream — fierce competition among online
agencies
- 10 -
Private and Confidential
Downstream — Marketing Platforms:
• Include websites offering price comparison search, guides, reviews, etc.
Revenue Model:
• They are not involved in the transaction process of online travel booking but they
mainly use vertical search engines or social network to attract visitors. They rely
heavily in providing retail services to upstream and midstream companies for
profits.
Market Situation & Competition:
• The success of the model is mainly determined by visitor traffic. New models keep
appearing, e.g. Home Exchange* etc.
• Travel social networks for mobile users are growing rapidly in order to capture the
market e.g. BreadTrip** etc.
• Major midstream online agencies are gradually improving their customized
services in capturing users and traffic
* Refers to the swapping of home between two friends, allowing them to enjoy a more personalized vacation
** BreadTrip – a new mobile application to record travel footprints with offline support and share travel experience with family
and friends
Downstream — Continuous emergence of new
marketing platforms
- 11 -
Private and Confidential
The continuous improvement and updates made to the value chain result in the continuous
weakening of the tiers within the industry.
Graph 2-2 - The Value Chain of China’s online travel industry
Weakening of the value chain
- 12 -
Private and Confidential
Table of Contents
- 13 -
• Part 1 An overview of China’s online travel market
- An introduction to the value chain of China’s online travel market
- A history of China’s online travel market
- The current state of the online travel market
• Part 2 Competitive market segmentation in the online travel market
- Upstream —— suppliers entering the online platform
- Midstream —— fierce competition among online agencies
- Downstream —— continuous emergence of new marketing platforms
- Weakening of the value chain in the online travel market
• Part 3 Parting the red sea: venturing off from users’ needs
- Online travel industry: consumer profile
- Online travel industry: consumer psychological needs
- Online travel industry: consumer behaviour analysis
• Part 4 iClick – key strategies to increase your revenue
Private and Confidential
Parting the red sea: venturing off from users’
needs
Despite the intense competition in the online travel market as previously described, the entire market
will continue its growth at a phenomenal rate. According to a report from the China Tourism Academy,
the country’s online travel transactions in 2014 will reach $4,580 billion Yuan, which will double the
figure* from this year.
The key to break out from this intensely competitive market is to win visitors. Currently, the
marketing platform is at a competitive advantage because they have secured the top spot in visitor
traffic, but suppliers using direct marketing as well as OTAs are able to increase the volume of sales
by attracting more users.
Volume of Sales = Number of users x Customer Conversion Rate. To gain shares in the market, both
volume of sales and customer conversion rates need to be tackled. On one hand, the online travel
company can actively try to find their online travel target users to boost visitor traffic. On the other
hand, they can use specially targeted advertisement and promotions to raise their customer
conversion rate.
* China Tourism Academy Wuhan Branch, 2012 Chinese Tourism Development Report - 14 -
Private and Confidential
The Opportunity: Find the target users & personalized products
To raise the sales for online travel agencies, it is important to find the target users and cater
to different consumer groups by providing them with personalized information about travel
products.
1. Who are they?
2. What do they want?
3. How do we find them?
- 15 -
Parting the red sea: venturing off from users’
needs
Private and Confidential
1) Female and male ratio of online travel consumers**
Internet users who are interested in the travel industry in
2012, 38% are female, 62% are male.
2) Age group (ratio) of the online travel consumers**
As Generation Y became a major force of consumption, the
travel industry saw the 20 - 40 age group making up the
largest proportion of consumers online. They account for
68% of the searches. The market for Internet users aged 40
years old and above is also rising.
3) The location of the online travel consumers:
distribution across cities
Internet users from Beijing and Shanghai are most
interested in obtaining information about travel. They are
then followed by Internet users from Shenzhen, Guangzhou
and Tianjin, etc. These five cities make up more than 35% of
the total.* Source: iClick Database
iClick’s unique audience data has collected a total of 1.7 billion user’s access data and 26 million active users’ data. The data is derived from the
character traits of active users including their interests, hobbies and spending habits over the past 30 days in order to come up with 22 distinctive
groups of audience segments such as “Paradise Seekers”, “Online Shopper, etc. It is then further divided these segments into 4 to 6 categories. This
report is mainly based on the category of “Paradise Seekers”, which include users in terms of their usage on computers, tablets and Smartphones;
Areas restricted to Internet users within China; period between Jan to Dec 2012.
** iClick is based on the browsing sites of Internet users and compared with the data from iResearch and Comscore to generate user’s
gender and age .- 16 -
Online travel industry: consumer profile
38%
62%
Private and Confidential
Time of Browsing
AM PM
Least Active Most Active
4) Time of browsing
Users are most active browsing online from 10am to
12 noon and 8pm to 10pm in the evening.
5) Browser version
When it comes to browsers, it appears
that 34% of consumers in the online
travel industry would like to try new
things. They are particularly keen on
using the latest version of browsers*.
* latest version means that said browser version has been released for use over the past six months - 17 -
Online travel industry: consumer profile
Private and Confidential
Devices used for Browsing
6) Devices used for browsing and booking
73% of the typical online travel consumer uses a desktop to gain access to the internet. Those who
make use of a smartphone or a laptop/tablet amounted to 19% and 8% respectively. However, as the
penetration rate of smartphone usage continues to increase, more and more users obtain
information about hotels, attractions, maps, directions and instructions, etc., via the use of their
smartphones on the go. It is expected that smartphone usage will increase exponentially. However,
as users are not yet comfortable with entering information for payment while they are on the go, they
are still refused to call the supplier directly by phone as to make a reservation or a purchase. Users
who make use of a mobile phone or Smartphone for their reservations amounted to nearly 2.3%.
- 18 -
Devices used for Booking
Smartphone PC tablet Desktop Smartphone PC tablet Desktop
2.3% 5.7% 92%
Online travel industry: consumer profile
Private and Confidential
3%
5%
9%
10%
18%
55%
Travel channels or pages
on large-scaled sites
Reviews &
Ratings websites
OTAs
Website*Vertical Search Engines
Comprehensive
Search Engines
7) Top 5 Channels of obtaining information
Currently, it appears that a majority of the online travel consumers obtain information on trips and
voyages via various channels. Comprehensive search engines and vertical search engines are found
to be mostly used by these users.
* include official websites of tourism board, hotels, airlines and major attractions - 19 -
Channels of
obtaining
information
Online travel industry: consumer profile
Private and Confidential
Conversion Time
<7 Days
7 — 14 Days
15 — 30 Days
>30 Days
Conversion Path
<10
10 — 20
20 — 30
>30
Touch Points
8) Conversion time
From the first viewing of an ad to the point of final conversion, it takes about 7 to 14 days for such change to
happen accounting for almost 50% of the online travel consumers. This indicates that ads must be
implemented and published at various stages (of site visits) in order for the consumer to be converted and
attracted by the advertisement.
9) Conversion path
The term "touch point" refers to the number of times a consumer comes into touch with an advertisement.
Almost 50% of all online travel consumers require between 10 to 20 touch points before they finally convert.
This process includes the use (and visit of) comprehensive search engines, vertical search engines, official
websites of tourism boards, hotels and airlines, as well as reviews, ratings and how-to type of strategic sites,
forums, travel channels in large-scale sites, OTAs and large-scale online retail platforms, etc.
8%
45%
32%
15% 18%
44%
28%
10%
- 20 -
Online travel industry: consumer profile
Private and Confidential
Most popular travel destinations for consumers
Destinations within China
Sanya
Xiamen
Lijiang
Jiuzhaigou
Guilin
Beijing
Chengdu
Qingdao
Xi’an
Hangzhou
Destinations outside of China
Hong Kong SAR and Macao SAR
Thailand
Korea
Japan
Maldives
Indonesia
Singapore
Taiwan
Cambodia
Malaysia
1
2
3
4
5
6
7
8
9
10
10) Places of Interest
Online travel consumers are most interested in the following travel destinations within China:
Sanya, Xiamen, Lijiang, Jiuzhaigou, Guilin, Beijing, Chengdu, Qingdao, Xi’an and Hangzhou.
Online travel consumers are most interested in the following travel destinations outside of China:
Hong Kong, Macau, Thailand, Korea, Japan, Maldives, Indonesia, Singapore, Taiwan, Cambodia and
Malaysia.
- 21 -
Online travel industry: consumer psychological
needs
Private and Confidential
Interest
9.63XTravel
5.53XJewelry &
luxury goods
2.21XComputers &
Electronics
2.11XBeauty &
Cosmetics
1.51XReal Estate
11) Points of interest
As consumers in this industry generally have more disposable income than the average online users,
they are more inclined to browse about “jewelry and luxury goods” as well as “computers and
electronics”, other than obtaining information related to travel. Relevant data shows that these
consumers display 9.63 times and 5.53 times more interested in information falling under these two
respective categories than the average online users.
- 22 -
Online travel industry: consumer psychological
needs
Private and Confidential
The backpacker Self Traveller Honeymooner Photographer Shopper
Age
Group
TOP
20-29 30-39 20-29 max. followed
by 30-39
30-39 followed by
20-29
30-39
Origin
TOP
Beijing, Guangzhou,
Shanghai,
Chengdu, Wuhan,
Fuzhou, Hangzhou
Beijing, Shanghai,
Chengdu, Tianjin,
Guangzhou, Xi’an,
Suzhou, Shenzhen
Beijing, Shanghai,
Tianjin, Hangzhou,
Suzhou, Nanjing,
Shenzhen
Beijing, Shanghai,
Chengdu, Tianjin,
Hangzhou, Suzhou
Beijing, Guangzhou,
Shenzhen, Shanghai,
Chengdu, Tianjin
Gender
ratio
(M)52.8% /
(F)47.2%
(M)71.1% / (F)29.9% (M)64.4% / (F)35.6% (M)70.5% / (F) 29.6% (M)38.9% / (F)61.1%
Interests eCommerce &
online retail, sports,
leisure and
entertainment
Automobile, jewelry &
luxury goods, banking
and finance
Jewelry and luxury
goods, cosmetics
and beauty products
Computers and
electronics
eCommerce and
online retail
Device(s)
used for
Internet
PC PC and Mobile PC PC PC and Mobile
- 23 -
Online travel industry: behaviour analysis
Private and Confidential
The backpacker Self Traveller Honeymooner Photographer Shopper
Conversion
Path
7-14 Days 7-14 Days followed by
15-30 Days
>30 Days 15-30 Days 7-14 Days followed by
less than 7 Days
Touch
Points
>30 10-20 followed by
20-30
>30 10-20 <10
Specific
characteris-
tics
• “Graduation trips”,
primarily students
in universities and
born in 1990s (not
much ratio
difference between
male and female)
• Usually a large
majority of people
joining graduation
trips and mostly
local travel; Less
majority choose to
travel within China
and Taiwan
• Self travellers are
predominantly
made up of late
70s and early
80s, more males
in this group “
• Mostly car owners
and family
oriented with
money surplus
available for
frequent travel for
relaxation
• Honeymooners are
mostly in their 80s,
originated from
countries with high
living standards (more
males in this group)
• Look for romantic,
relaxing holidays
especially on the
coast; Main
destination within
China is Hainan and
outside of China
would be Maldives,
Tahiti, Europe, etc.
• Photography
lovers, mostly
males and born in
the 70s and 80s,
great interest in
electronics
• Primarily prefer to
choose
destinations
known for their
exotic landscape
and seasonal
travellers
• Primarily female,
born in late 70s and
are usually from
well developed
cities within China
• Most of them have
successful career
and love to shop for
luxury goods to
reward themselves
or to buy it for
friends and family.
They are also avid
online shoppers.
- 24 -
Online travel industry: behaviour analysis
Private and Confidential
Table of Contents
- 25 -
• Part 1 An overview of China’s online travel market
- An introduction to the value chain of China’s online travel market
- A history of China’s online travel market
- The current state of the online travel market
• Part 2 Competitive market segmentation in the online travel market
- Upstream —— suppliers entering the online platform
- Midstream —— fierce competition among online agencies
- Downstream —— continuous emergence of new marketing platforms
- Weakening of the value chain in the online travel market
• Part 3 Parting the red sea: venturing off from users’ needs
- Online travel industry: consumer profile
- Online travel industry: consumer psychological needs
- Online travel industry: consumer behaviour analysis
• Part 4 iClick – key strategies to increase your revenue
Private and Confidential
iClick – key strategies to increase your
revenue
From Media Buy to Audience Buy
The fragmentation of the industry's user profile means that we can no longer rely on the typical
behavioral patterns when it comes to media buying. We need to move towards automating the
traditional methods of media buy. With a better understanding of the typical traveler’s behavioral pattern,
needs and demands, our robust technology in audience buy can assist online travel advertisers in
locating their target consumers, investing in advertisements and marketing in a targeted manner.
Media Buy Audience Buy
Difference in
Focus Mainly focus on media content Mainly focus on personal traits of the consumer
Difference in
approach Ad placement and position Audience segment and needs
Difference in
TechnologyTargeting by URL and web context Targeting by users cookies
Features Distributed in a “net-casting” manner
Create personalized ad display for online users
who exhibit similar behavior patterns that are
most relevant
* The “Database of Audience Classification” will build a personalized profile catered for each and every target user. The
data can be categorized into the following types: demographics, geographic locations, lifestyle, types of social media
used, points of interest, etc. Every category will be further divided into sub-categories in forming a complete and
comprehensive description for each individual. - 26 -
Private and Confidential
Volume of Sales = Number of users x Conversion Rate of Purchase
It is essential to consider customers’ needs as top priority if we are to seize the market. So how can we
effectively make "audience buy" a reality?
1) Audience buy via audience segment targeting
iClick connects quality media partners and covers over millions of Internet users. The users are
categorized into 22 categories in accordance to their behavior traits. Within each category, we further
classified these individuals into 4 to 6 different levels. With the specific performance data available from
each category, iClick is designed to provide any online travel clients in performing audience buy by
optimizing their advertising campaigns across online channels for the best configurations and thus to
maximize ROI in a sustainable manner.
• For example, products such as an "Island Honeymoon" are specifically recommended to female
online users aged between 20-29 who are interested in wedding gowns and rings. In accordance to
their income level and regular browsing habit, we can simply divide the ads into “great value” or
“premium relaxation”
• Particular segment who have once searched for flight tickets and hotel reservation about South East
Asia, we can further sub-divide the segment to “flight deals” or reservation for “luxury hotels”
Solution to increase the conversion rate of
purchase
- 27 -
Private and Confidential
2) Cross-channel solution for audience fragmentation
In response to the continuous growth of the online market and the increasing complexity in the
conversion process of an online travel consumer, the fragmentation of this particular target audience
means that a single channel of advertising is no longer able to satisfy the needs of the marketer. Hence,
the primary use of cross channel nowadays is essential for marketers to gradually catch on in delivering
their target markets with relevant messages.
- 28-
Channel Assist Effect across
various media:
Accurate analysis of various
media across different channels
for channel optimization resulting
in the "channel assist effect"
Solution to increase the conversion rate of
purchase
Private and Confidential
Identify potential customer using machine learning
The traits and behavioral patterns of an online travel consumer are extremely complex. With more and
more online travel products entering the competition, more potential users would be able to identified. It
is therefore vital for marketer to invest in machine learning to identify potential customers akin to their
existing customers in terms of their needs and behavior.
Specific traits of this
population group:
Male, 30-39, High Income,Beijing
Browsing habits and
preference(s):
Gadget for internet access:
Browser
Resolution
Time spent online
Sites browsed and keywords
searched
Number of clicks on a site
⋯⋯
(Over 600 traits)
Let’s set OTA client as an example. The client desires to promote its
business class fare deals to customers, XMO will first collect all the
relevant data of the related customer segment including their personal
traits, browsing habits and interests in order to integrate such data into
the database.
XMO will then employ the learning sample and use
that as a "prototype" to classify other Internet users
based on the level of similarities of personal traits,
habits and preferences in order to determine whether
the potential users are matched for the advertising
campaign.
Business
class airfare
Consumer
sample
- 29 -
Solution to grow the number of target
audience
Private and Confidential
• iClick has pioneered Asia's first Cross-Marketplace Optimization (XMO) Platform,
introducing algorithmic optimization and programmatic media buy with exclusive focus on
performance marketing inventories.
• Integrate search marketing, display ad and mobile marketing to enable the channel
optimization for online advertising.
• Primarily focus on managing and connecting internet marketing strategies across various
channels that provide marketers with maximum efficiency and return on investment.
• Over 100 advertisers from Fortune 100 companies and various reputable multinationals;
Specialized in serving sectors with high concern on advertising performance such as
banking/finance, travel, CPG and eCommerce.
• Offices in Hong Kong, Beijing, Shanghai, Shenzhen, Singapore, Taiwan and Korea with
over 200 staffs.
About iClick
- 30 -
Private and Confidential
iClick – XMO Platform
iClick's proprietary XMO platform, the only online buy-side platform available for media buyers that provide
marketers with maximum efficiency and return on investment by involving optimization algorithms and taking into
account of numerous performance data as to predict online campaign performance in various online channels.
Also, XMO offers powerful and actionable insights through its robust, intuitive reporting and analytics system,
making sustainable performance possible for every marketer.
XMO can access to a variety of digital
channels, biddable inventories and RTB
exchanges to reach the maximum audience
in your target market as shown below:
• Over 95% in Hong Kong
• Over 90% in China
• Over 80% in South East Asia
• XMO performs distinct audience
segments with the classification of
users’ interests and lifestyles to best
meet the different needs from the
advertiser
• Using machine learning to identify
online users who exhibit similar
behavioral patterns to your converting
users
• Sophisticated data-based empirical
analysis yields accurate insights that
enable marketers to learn how customer
behavior is affected at the key points along
the converting funnel
• Specialized in visualizing performance
through a combination of canned and
custom reports
• Leading RTB technology that is built
on our self-invented cloud-based
infrastructure and featuring the
highest queries per second (QPS)
• Advanced attribution model with
multiple attribution settings available
right from the platform
Media Aggregator Audience Builder
XMO Analytics Programmatic Buy - 31 -
Private and Confidential
Website:i-click.com.hk
Weibo:weibo.com/iclickasia
Email:[email protected]
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