Think Mobile, Google's annual event dedicated to the mobile advertising (R)evelution took place recently at the Royal Opera House in London. If you didn't make it in person, fear not! You can find the presentations on the
Think Mobile YouTube channel.
As we've said in other blog postings, we keep hearing great mobile success stories from Travel advertisers. One such story comes from easyJet, which saw a return of $11 for ever $1 spent on mobile; this is higher than their return on desktop search ads.
In the video below, easyJet UK Marketing Manager, Katie Stitson, speaks about the approach, testing methodology and results achieved.
Showing posts with label easyJet. Show all posts
Showing posts with label easyJet. Show all posts
think with Google: Travel Industry Leaders Share Their Thoughts
YouTube has long been a place to come to look for information and to connect with other people with similar interests. In the same vein, we have launched "think", Google UK's new platform for sharing business insights and viewpoints delivered in bite-sized, inspiring and actionable videos.
The channel has some of the UK's leading thinkers offering their insights on strategy, trends, consumer insights and more. Contributors already include EasyJets' Founder, Sir Stelios Haji-Loannou, and Cheapflights' Media's Global Sales Director, Francesca Essary, and many other inspiring people.
As always, viewers will be able to rate videos, leave comments and subscribe. The hope is that this will become a thriving business community in the spirit of YouTube – so head to the channel, listen to the thinkers and feel free to make your voice heard.
YouTube.com/think
Christoffer Klemming
B2B Marketing, Google UK
The channel has some of the UK's leading thinkers offering their insights on strategy, trends, consumer insights and more. Contributors already include EasyJets' Founder, Sir Stelios Haji-Loannou, and Cheapflights' Media's Global Sales Director, Francesca Essary, and many other inspiring people.
As always, viewers will be able to rate videos, leave comments and subscribe. The hope is that this will become a thriving business community in the spirit of YouTube – so head to the channel, listen to the thinkers and feel free to make your voice heard.
YouTube.com/think
Christoffer Klemming
B2B Marketing, Google UK
easyJet finds success with Google mobile advertising
Mobile devices are becoming increasingly popular and essential in today’s fast-moving society. easyJet is one of the first airlines to capitalise on the rapid growth in mobile traffic in 2010, as demonstrated in the case study attached. The low cost carrier set up a mobile account this February, yielding strong results. The CTRs for their non-branded Adwords terms were six times higher for their mobile campaign than their desktop campaign, with a return on investment of 11:1, i.e. £11 return for every £1 spent. Interestingly, 38% of bookings on mobile were for flights that departed within 10 days versus 13% for desktop. easyJet’s marketing manager, Katie Stitson, comments that “the airline experienced “100s of bookings a month from mobile devices.”
With a website adapted specifically for use on the mobile, easyJet is likely to experience even greater returns. Katie says that “the campaign has confirmed that there is a strong demand for mobile internet – and it’s increasing at a substantial rate. The results will definitely have an impact on the future of the brand’s online development. After the success of Google mobile ads, we now plan to develop a mobile version of our new easyJet.com website.”
For further details please find the case study at this link.
Posted by Jo Webber, Account Strategist
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