2. #AWAllAboard15 / @weather2travel
A bit about us
• Who we are
– Weather2Travel.com launched online in 2005
– Weather guides for EVERY country in the world
– Designed specifically for travellers
• What we do
– What’s the weather like in Barbados?
– When is the best time to go to Thailand?
– Where can I go that’s hot and sunny in October?
3. #AWAllAboard15 / @weather2travel
Weather & Climate
• Climate - Monthly weather averages
• Weather - 5-day forecasts/current conditions
• When to Travel - Best time to visit Phuket
• Destination Finder - Where to go when
• Weather content by month/destination
• Provide weather content to third-party websites
4. #AWAllAboard15 / @weather2travel
Media first publishing approach
• Content media & marketing
– Unique blog content
– Well respected travel writers
– First class imagery & video content
– Interactive tools & widgets
• Building an audience
– Blog content, newsletter & social media
11. #AWAllAboard15 / @weather2travel
The importance of weather
• One of the most important factors in
choosing a holiday destination
• Ipsos report - Top factors to UK travellers
– 1st Climate (45%), 2nd Budget (36%)
• Travelsupermarket Travel Trends
– 1st Price (42%), 2nd Weather (32%)
• Hamburg University research
– 42% checked climate before booking
– Top stats: Max temperature, sea temperature,
sunshine, and days with rain
18. #AWAllAboard15 / @weather2travel
Affiliate marketing
• PPC / SEO - Bedroom affiliates
• Voucher / Cashback
• Google updates - e.g. Panda, Penguin
• Retargeting / Basket Abandonment
• Technology - Datafeeds / Widgets
• Autolinking - Skimlinks, Awin Convert-a-Link
• Big Data - Deduplication, Attribution
19. #AWAllAboard15 / @weather2travel
Travel industry
• Move from High Street to online
• Birth of Mobile
• Recession - Price driven, savvy shopper
• Birth of Tablet - Second screening
• Mergers & Acquisitions
• Social media
• Always online
20. #AWAllAboard15 / @weather2travel
Current challenges
• Tracking
– Last Click - Sales vs Branding
– Deduplication - e.g. against PPC
– Mobile tracking / sites
– Multi-device / Offline sales / Adblockers
• Communication & reporting
– Little or no interaction with content publishers
– Silos - regional & departmental
– Lack of information about sales
– Payment periods
21. #AWAllAboard15 / @weather2travel
What is being done?
• Assists
• Cross-device tracking
• Convert-a-Link
• Click to call
• Content Widgets
• Opportunity Marketplace
24. #AWAllAboard15 / @weather2travel
Assists & Device reports
• Assisted sales - Affiliate Window
‘Sales and leads for which you have driven a click but
was not the last referrer or the winning publisher.’
• How can they be used?
– Assists data is not the complete picture
– Enable publishers to change strategy
– Analyse EPCs across devices
25. #AWAllAboard15 / @weather2travel
Can we do more?
• Communication
– Closer ties between marketing / sales / PR & branding
– Sharing of statistics in both directions
• What was searched/clicked from publishers
• What was purchased from brands
• Looking beyond the ‘Last click’
– Cost per Interaction / Cost per Engagement
– Post Impression / Time on site
– Hybrid models (CPA + CPC + CPM)
27. #AWAllAboard15 / @weather2travel
The future
• Redefinition of what is ‘performance’
• New types of measurement
• Publishers at the centre
• Closer ties between PR, branding and sales
• Improved communication
• Shared statistics in both directions
• More publishers being paid something