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Home My WebLink About13. VLMD Summer Media Wrap Up Report_FinalVAIL LOCAL MARKETING DISTRICT SUMMER CAMPAIGN WRAP UP REPORT CAMPAIGN OBJECTIVES & TARGETS Millennial Achievers Super BoomersDynamic Families • Promote awareness and consideration of the summer activities available within the Town of Vail to boost in state and out of state tourism. • Messaging was served across three core audiences: Super Boomers, Millennial Achievers and Dynamic Families. Media was geo-targeted across display and video in order to capitalize on key opportunity markets. FLOWCHART The foundation of the plan was built on cross device display banners, which were geo and demo targeted to each audience segment. Impressions and spend were front weighted to maximize opportunities when audiences in destination markets were planning their summer vacations. Display Media Breakout 41% Video Digital Radio Paid Search Paid Social Email April May June July Aug Sept 20% 6% 22% 10% 1% Monthly Spend 15% 28% 28% 15% 9% 5% 1. Increased investment in pre-roll media across audience segments due to high view through and click through performance. 2. Shifted investment from display to video and social only against the Millennial segment as traditional display banners were not performing. 3. Revised Dynamic Family ﬂighting to end 7/31 in order to maximize spend earlier in the booking season. 4. Added search retargeting on display as a tactic to help improve display banner performance. 5. Shifted PPC budget from Spanish language to English language to support high search volume through the end of the fall. 6. Due to strong performance, we extended time in market for both Epic Discovery and Air messages. 7. Near the end of the social campaign, we delivered only static posts as they were generating higher CTRs and engagement than videos. OVERVIEW OF OPTIMIZATIONS DISPLAY & VIDEO DELIVERY OVERVIEW Epic Discovery Launch Video and Search Launch End of Dynamic Family Flight 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Impressions Display CTR Video CTR Display Benchmark Achieved Shifted Millennial Impressions to Video Only DISPLAY & VIDEO BENCHMARK OVERVIEW 1.98% Engagement Rate 1.22% CTR 61MM Impressions 0.11% CTR 1.10% CTR $2.07 CPC 3:30 Avg. Time on Site 1.69 Avg. Page Visits Total Campaign Display 75% VCR Video PPC Website All Traffic Website All Traffic 102% delivery of campaign impressions Surpassed benchmark of 0.09% CTR Surpassed benchmark of 70% VCR Achieved 1% CTR and $3.00 CPC goal with both English and Spanish campaigns combined Longest time on site achieved from PPC, which drove an average time on site of 4:00 Dynamic Families averaged the most pages per visit with an average of 3.5 minutes on desktop and two minutes on mobile PAID SOCIAL CAMPAIGN PERFORMANCE 5.75M Impressions 3.03M Reach 13.99% VCR 2.48% Engagement Rate FACEBOOK INSTAGRAM 0.74% CTR 1.54M Impressions 1.04M Reach 12.86% VCR 1.14% Engagement Rate 0.22% CTR Surpassed 0.25% CTR benchmark Below 15% VCR benchmark Above 0.84% benchmark No CTR benchmark was set Below 15% VCR benchmark Above 0.84% benchmark MARKET OVERVIEW While all markets performed above benchmark, Denver was the strongest market for campaign engagement with a 0.21% CTR. Los Angeles followed closely behind as the second strongest performing market with an overall CTR of 0.18%. The CTR percentages are a combination of both video and display media. CTR Performance by Market Impression Delivery by Market PERFORMANCE OVERVIEW All partners exceeded the benchmarks and we would include most in the consideration set for next year. YuMe, YouTube and Adara stood out as top partners in terms of excellent performance from the launch of the campaign through its completion. Partner Media Ordered Impression s Served Impression Delivery Clicks CTR VCR KPI Specific Media Geo-Targeted Display & Search Retargeting 36,748,168 37,088,079 101% 35,235 .10% N/A .09% CTR Adara Media Travel- Specific Display 14,782,883 15,167,668 102% 16,044 .11% N/A .09% CTR Pandora Digital Radio 4,974,438 5,142,788 103% 12,769 0.41% N/A .35% CTR Trip Advisor Display & Competitive Conquesting 530,526 586,105 110% 586 0.10% N/A .09% CTR YuMe Geo-Targeted Pre-Roll 3,193,937 4,037,686 126% 38,721 0.96% 80% 70% VCR YouTube Geo-Targeted Pre-Roll N/A 1,141,791 100% 1,373 0.12% 25% 15% VCR TOTALS 60,229,952 63,164,117 105%104,728 0.17%N/A DYNAMIC FAMILIES SNAPSHOT • Dynamic Families were the largest audience reached. Families tied with Super Boomers for the top Video Completion Rate at 77.2% and had an average CTR of 0.12% through standard banners. • Families were the most engaged audience segment on the website, averaging four minutes via desktop and three minutes on mobile devices. • Dynamic Families were more engaged on Facebook than Instagram with an engagement rate of 2.43% on Facebook vs. 0.84% on Instagram. In terms of generating clicks to the site, static posts were most effective in against this audience compared to video. CREATIVE PERFORMANCE TRENDS / DYNAMIC FAMILIES • Front Range Dynamic Families engaged most with Epic Discovery, Go Pro Games and Bravo! Vail paid media messages. Within social posts, Front Range Families responded best to Epic Discovery/School’s Out, Last Getaway Before Fall and General Family messaging. • Top messages for Destination Dynamic Families within paid media were Air Marketing and Epic Discovery. Within social, the top posts were Back to School and Labor Day Weekend. • Super Boomers were extremely engaged with Summer messaging, with an average 0.97% CTR on video, 0.10% CTR on display, and 77.4% VCR. • This audience spent an average of 3 minutes on the website, with 3 minutes on desktop and 2 minutes on mobile. They also spend an average of 1.5 pages per visit. • Super Boomers were the top performing audience on Facebook with a 1.75% CTR and 2.41% engagement rate on static posts. • With a 14.67% VCR on Facebook, they were the audience that was most likely to complete a video view. However, even with strong VCR, Super Boomers still saw 2x more engagement on static posts. SUPER BOOMERS SNAPSHOT CREATIVE PERFORMANCE TRENDS / SUPER BOOMERS • Out of all messages, Front Range Super Boomers engaged most with International Dance Festival, Jazzfest and Bravo!Vail. For social posts, the Front Range segment engaged most with the Restaurant Week and Labor Day carousel ads. • Top messages for Destination Super Boomers within paid media were Air Marketing, Tuesday and Epic Discovery. As for social, the top messages were Gourmet on Gore, the Labor Day carousel ad, as well as both static and video posts for Bravo!Vail. MILLENNIAL ACHIEVERS SNAPSHOT • Early on in the campaign, we learned that Millennial Achievers were not engaging with display messages, so we optimized media to only serve video impressions against this audience. After this optimization, we saw trafﬁc to the website from Millennials increase by 110%. • Average time on site for Millennials was 2:20, with 2 minutes spent on desktop and 1 minute spent on mobile. • Millennial Achievers were the most engaged on Instagram with a 2.43% engagement rate in comparison to the 1.44% engagement rate on Facebook. CREATIVE PERFORMANCE TRENDS / MILLENNIAL ACHIEVERS • Top messages across video for Millennials were Epic Discovery, Go Pro Games and Jazz Fest. • For paid social, Oktoberfest on both Facebook and Instagram was the top CTR message. Mountain Activities on both platforms was the most engaging post. NIELSEN DIGITAL BRAND EFFECT STUDY RESULTS Goal: Demonstrate lift in intent to visit The Town of Vail in the Summer or Fall after exposure to display ads via Speciﬁc Media buy. Methodology: •  Nielsen administered a survey to internet users hours to days after being exposed to Vail's campaign with Speciﬁc Media. • Campaign effectiveness was measured in terms of intent by comparing exposed versus unexposed groups. Results: Overall intent to visit the Town of Vail among those who were exposed to the campaign resulted in a 25% lift in intent to visit. This is 2.7x higher than the Nielsen norm. 6.6% 6.6% 6.6% 8.3% 10.6% 8.3% Overall 300x600 728x90 Unexposed Exposed 25% LIFT 60% LIFT 26% LIFT Li# = ((exposed/unexposed) – 1)*100 PAID SEARCH OVERVIEW • Throughout the campaign, the brand keywords accounted for the majority of spend and clicks. o English: 80.1% of clicks, 74.4% of spend o Spanish: 19.9% of clicks, 25.6% of spend • Near the end of August, we shifted more dollars into the English campaign due to the more efﬁcient CPC and CTR from higher search volume. In 2017, we would recommend just running a brand Spanish campaign and leave the other non-brand terms for the English campaigns. • Final metrics for both campaigns completed strong, with the average CTR 1.10% and CPC $2.07 o CTR: English 1.64% & Spanish 0.55% o CPC: English $1.82 & Spanish $2.33 - 5,000 10,000 15,000 $- $1.00 $2.00 $3.00 Trends Clicks CPC PAID MEDIA / KEY TAKEAWAYS • Future strategy will increase video impressions across all audience segments in order to capitalize on strong engagement with this medium. Millennial impressions will only run within video formats. • Continue weighted ﬂighting to capitalize on vacation planning timeframes and complete Family ﬂight at the end of July before school ends. • Event based messages were a strong tactic against the Front Range audience segment and should continue in 2017 Summer media. • Destination audience segments responded well to Air messaging as well as Epic Discovery. • Spanish language search campaigns will only run against brand terms as these were the most effective in 2016. • On Facebook, posts with offers performed signiﬁcantly higher than posts without any offer messaging. • In order to generate the highest CTR, we would recommend running static Facebook posts for an average of 7 days. • To generate the highest engagement on Instagram, we would recommend running promoted posts for an average of 11 days. • Although video posts drove high engagement, it did not have the best CTR’s. In order to most effectively drive to the site, we would recommend running more static posts on both platforms. • Millennials were most engaging on Instagram, so we would considering putting more money behind static Instagram posts for this audience. • The majority of the top posts on both platforms were event-focused, so we should continue to have event-speciﬁc promotions for each audience. PAID SOCIAL / KEY TAKEAWAYS APPENDIX/ PAID SOCIAL / FACEBOOK TOP CTR Campaign Audience Run Dates Post Type CTR Reach Gourmet on Gore Super Boomers (DesQnaQon) 8/15 – 8/21 StaQc 4.13% 46,928 Labor Day Carousel Super Boomers (DesQnaQon) 8/8 – 8/14 StaQc 2.60% 75,856 Epic Discovery / School’s Out Dynamic Families (Front Range) 6/13 – 6/17 StaQc 2.12% 26,960 Restaurant Week Super Boomers (Front Range) 9/5 – 9/11 StaQc 1.95% 11,288 Back to School Dynamic Families (DesQnaQon) 7/5 – 7/17 StaQc 1.74% 269,054 1 2 3 4 5 • Super Boomer and Dynamic Family audiences were more apt to click on ads promoted through Facebook. – Although Millennials did not generate CTR’s nearly as high as the other two audiences, they did surpass benchmark for static posts with a 0.44% overall CTR. • Static posts generated signiﬁcantly higher CTR’s in comparison to video posts. – Static pushes had an average CTR of 1.07%, while video posts generated an average CTR of 0.18%. • Of the top 5 promoted posts, the average run date was 7 days. – For 2017 efforts, we should continue to run posts for 6-10 days, as those timeframes generated better traction. PAID SOCIAL / FACEBOOK TOP CTR PAID SOCIAL / FACEBOOK TOP ENGAGEMENT Campaign Audience Post Type Run Dates Engagement Rate Reach Gourmet on Gore Super Boomers (DesQnaQon) StaQc 8/15 – 8/21 9.18% 46,928 Labor Day Carousel Super Boomers (DesQnaQon) StaQc 8/8 – 8/14 4.61% 75,856 :30 Epic Discovery / Last Getaway Before Fall Dynamic Families (DesQnaQon) Video 8/11 – 8/21 3.54% 144,192 Epic Discovery / School’s Out Dynamic Families (Front Range) StaQc 6/13 – 6/17 3.47% 26,960 :30 Epic Discovery / Last Getaway Before Fall Dynamic Families (Front Range) Video 8/11 – 8/21 3.46% 45,062 1 2 3 4 5 • With an overall engagement rate of 2.48%, both static and video pushes generated strong engagement on Facebook across all audiences. • Video posts drove slightly higher engagement with a 2.58% average engagement rate. – In comparison, static posts generated a 2.41% engagement rate. • Similar to CTR performance, Super Boomer and Dynamic Family audiences were more likely to engage with Facebook ads than Millennial Achievers were. PAID SOCIAL / FACEBOOK TOP ENGAGEMENT PAID SOCIAL / INSTAGRAM TOP ENGAGEMENT Campaign Audience Post Type Run Dates Engagement Rate Reach Mountain AcQviQes Millennial Achievers StaQc 7/11 – 7/24 11.36% 23,673 Back to School Dynamic Families (DesQnaQon) StaQc 7/6 – 7/22 2.53% 172,934 General Family Messaging Dynamic Families (Front Range) StaQc 5/23 – 5/29 1.87% 21,093 Epic Discovery Millennial Achievers StaQc 6/20 – 7/3 1.76% 52,594 Oktoberfest Millennial Achievers StaQc 8/29 – 9/2 1.74% 13,820 1 2 3 4 5 • Millennial Achievers were predominantly the most engaging audience with Instagram ads. – Millennials had a 1.95% overall engagement rate, while Dynamic Families wrapped up with a 1.02% engagement rate on Instagram. • Static posts generated a signiﬁcantly higher engagement rate than videos. – Although we had minimal video posts promoted through Instagram, the engagement rate was 0.30% compared to 1.37% for static posts. • Of the top 5 engaging posts on Instagram, the average campaign duration was 11 days. – For 2017, we would recommend running Instagram campaigns for at least two weeks to gain more traction and higher post engagement. This is double the average campaign duration for Facebook pushes. PAID SOCIAL / INSTAGRAM TOP ENGAGEMENT Thank you!