In this session from the 2012 Ticketing Professionals Conference, Miles Lazic of Google addresses variety of developments with far reaching influence upon entertainment ticketing, including: Flight Search, Google Places, YouTube, Google Analytics and the Mobile r-evolution.
3. ① Flight Search
② Google Places
③ YouTube
④ Google analytics
⑤ Mobile r-evolution
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4. The process today is too long…
search on
Google
View Flight view travel
pricing and and flight
availability results
Book
flight
search visit
again on multiple
travel or travel or
Airline site Airline sites
4 Google confidential View Travel and Hotel Results
5. Google Flight Search
http://www.youtube.com/watch?v=OC2bUYVkjrY
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10. • YouTube is on fire – usage, sharing, partnerships, and
advertisers are all up
• 4 billion+ views a day--up over 30% in the last eight
months
• 800M unique users visit YouTube each month
• 3B hours of video watched per month
• In 2011, YouTube had more than 1 trillion views -- that’s
almost 140 views for every person on earth
• 60 hrs. of video uploaded every minute--up 25% in the
last eight months
• More video uploaded to YouTube in a month than all 3
major US networks broadcast in the last 60 years
• Video is social
source: place source info here
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11. • 500 years worth of YouTube videos watched on
Facebook/day
• 700 YouTube videos shared on Twitter/minute
• Partners and advertisers continue to succeed
• Ad revenue across our 30K partners has more than
doubled for the fourth year in a row
• Hundreds of advertisers are using True View in-stream
and 60% of our in-stream ads are now skip-able
• Mobile momentum
• YouTube mobile traffic tripled in 2011
• YouTube sees 600M mobile views a day
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12. YouTube a powerful Tool for Arts
• YouTube Reach
• YouTube delivering specific relevant content
• A platform for research
• A platform for promotion of Artists
Lady Gaga YouTube Channel
http://www.youtube.com/user/ladygagaofficial
source: place source info here
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13. What does it mean….
• Ability to search new or established artists
• Ability to promote new or established artists
• Ability to promote or raise awareness of
exhibitions….
• Engaging the audience with the artist….
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15. Google conversion tracking
track roi and make smarter online advertising decisions.
how does it work?
•conversion tracking is a free
tool that tracks conversions from
your adwords ads.
benefits for marketers
•correlate ad clicks to custom
conversion metrics
•easily set up tracking for sales,
sign-ups, leads, page-view,
demo plays, and more
•measure conversion value of
campaigns, ad groups, and/or
keywords and optimise bids
accordingly
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16. Google analytics
discover. share. act.
how does it work?
• free analytics solution reports
website visitor behavior
benefits for marketers
• understand who your visitors
are and where they come from
• learn how visitors use your
website and compare your
traffic against industry
benchmarks
• discover which visitors are
likely to convert and how to
attract more of them
• optimise online and offline
marketing by measuring post-
click performance
learn more about google analytics: http://www.google.com/analytics
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18. Australian Consumer smartphone penetration by age,
genderimage to desired size.
crop and carrier
use this transparent box to
80%
add contrast to text.
71%
70%
63%
60% 55% 54%
48% 49%
50% 45%
43% 42% 43%
41% 40%
39% 38%
40% 35% 36%
30% 31% 31% 31%
30% 27% 2010
22% 23% 2011
20% 20%
20% 15%
10%
10%
3%
0%
Source: Telsyte Digital Consumer Study 2011. Base: 579 respondents, those interested or might be interested in purchasing a media tablet
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19. Which type of smartphone do you intend to
buy in the next 18 months?
Other
15%
Nokia MeeGo
1%
Microsoft Windows
2%
Symbian
2% Apple iPhone
52%
BlackBerry
5%
Google Android
23%
Source: Telsyte Digital Consumer Study 2011. Base: 579 respondents, those interested or might be interested in purchasing a media tablet
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20. Australian media tablet market 2011-2016 – units sold annually
6,000 60%
52%
5,000 50%
43%
Units (thousands)
4,000 40%
33%
3,000 28% 30%
20% 4,850
2,000 4,205 20%
11% 3,445
2,705
1,000 2,055 10%
1,405
0 0%
2011(e) 2012(f) 2013(f) 2014(f) 2015(f) 2016(f)
MID Population penetration of media tablets (%)
Source: Telsyte Digital Consumer Study 2011. Base: 579 respondents, those interested or might be interested in purchasing a media tablet
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21. Mobile Consumer R-Evolution Australia
source: Google internal data, *today = data for the past four weeks – october 2011; refers to AU point-of-sale
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22. Make it Easy for Consumers to Find and Use
your service
Why aren’t consumers using their mobile yet?
50%
say the screen isn’t
27%
say that sites are
big enough not phone friendly
32%
are concerned
26%
are concerned
about data plan about safety
… and only
30%
don’t have a smart 11%
haven’t
phone
considered it
Base: All who carried out travel related activities online, n=909.
Q. Which ofGoogle confidential reasons you might not use your mobile phone to access the internet to carry out travel related activities?
22 the following describe the 2
Let’s take a look at the process as it exists today - it's too long and redundant.We need to tighten up the funnel.First you have to search on, hopefully, Google. CLICK. Then you have to view a list of hotels and providers and decide which one you want to click on because the search results don’t give the traveller all the information they need. CLICK. Then traveller then has to go to multiple OTA and hotel sites to compare different hotels, prices, availability etc. and then repeat this process the next time they search. The reason I say the ‘next time’ is because On average, users have 22 site visits across 9.5 sessions before they book. The problem here is that each one of you is potentially losing (and conversely each one of you is potentially gaining) a customer each time they create a new search. The issue here for the customer here is speed, reliability and ease of use. The question is how fast and easy are you making it for a customer to book with you? So now on to the stuff that Google is doing in the travel space! NEXT SLIDE
Similarly a search in Google maps for “Entertainment venues Sydney will bring up a list of venues and show them on a map.. Same as before, just click on the price and it will give you a list of sites to deep-link to and book your room. Also, simply change the dates above and the prices will update immediately. NEXT SLIDE
Once you have clicked the appropriate venue it will takle you to a search summary page…i.e who is playing when etc…
Now since mobile is currently a hot topic, and I’d get in trouble if I didn’t talk about it, Iwanted to examine its emerging role and its part in the travel planning and booking process. Before I jump right into the research, I thought I’d set the stage a bit. NEXT SLIDE
However, YouTube is an important platform for arts audiences seeking video; and there is already reasonable adoption of seeking this type of content through all appropriate stages of the attendance journey – research, excitement building, after the event and even at the event; and strong future interest in doing so. It has also been shown to be used by live music audiences when seeking audio tracks, in follow-up to attending an event.The qualitative research highlighted that, in relation to theatre and dance and live music events, online video content was found to be an effective way to educate and introduce new audiences to an art form –lies in building awareness and driving visitation of such content.It is important to highlight the way younger audiences have taken to sourcing online video content in relation to their event attendance, and it has now become a spontaneous behaviour for a greater proportion of younger audiences than older. However, the study has revealed that, aside from audiences aged 55 years and above, there is significant adoption among all age groups.The findings highlight the opportunities for arts organizations to continue development and promotion of rich content. YouTube can also become a means of driving more traffic to the video content housed on arts organizations' own sites. It is also important for organizations to remain up to date with the ‘user generated’ content available on YouTube (and Facebook), pertaining to their events and artists, which may or may not be creating an ideal positioning for an event, organization or art form. This involves constant monitoring of content found on social media sites to at least maintain an awareness of what may be affecting attitudes toward the event Research performed by Australia Council for Arts
Everything we do has mobile in mind
While the numbers here may look small, you have to look at the year on year growth that mobile is experiencing. Desktop queries are still king right now, but only for now. The mantra at Google right now is ‘Mobile First’. Everything that we’re doing, we’re doing with mobile in mind – does it look good on mobile, does it fit on a mobile screen, can any mobile user (both smartphones and tablets) use this easily. Are you doing the same? NEXT SLIDE
We’ve seen that consumers are willing to book even a high-price item like a cruisethrough their smartphone. So what might holding back others?I think most of us have experienced the pain of trying to use a complicated site on a phone. If consumers are going to continue to research, book, check-in, and reschedule travel plans through their mobile, then make it easy to do so with you. Those 50% and 27% figures drop off the easier it is for a consumer to access and use your mobile site.32% are concerned about data. OK, so put the essential stuff on your mobile site and don’t clutter it with unnecessary information.26% say they’re concerned about safety. I think most people probably felt the same way when internet booking was first introduced. But now we book almost anything online!And another 30% don’t have a smart phone. Given the high adoption rates of smart phones in Australia, it’s a pretty safe bet to say that number will decline.Only 11% say they haven’t considered it. Now is the time to iron out creases and get things right . Consumers will be forgiving for now, but they won’t be for much longer.If you’re interested in seeing how to go about making your site mobile worthy, check out www.howtogomo.com. It’s a Google site and it’s free to use. NEXT SLIDE