HomeMy WebLinkAbout15. VLMD Cactus Dashboard_September RecapCAMPAIGN OVERVIEW
The 2017 Summer Tourism campaign will continue to promote awareness and consideration of the summer activities
available within the Town of Vail to boost tourism that is driven from both in state and out of state visitors. Fueling from the
success of last year’s campaign, the 2017 campaign will have a heavy video presence across all three audiences: Super
Boomers, Dynamic Families and Active Professionals. All tactics will have a geo-targeted focus, in addition to a national
presence this year.
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
CAMPAIGN KPI’S AND BENCHMARKS
Goals were established from industry standards within the travel/tourism vertical. Cactus will continue to evaluate as the
campaign progresses.
Display Video PPC Facebook
Image
Facebook
Video
Instagram
Image
Instagram
Video
Purchased
Impressions 16.4MM 16.3MM N/A N/A N/A N/A N/A
KPI CTR VCR CTR,
CPC CTR VCR CTR VCR
KPI
Benchmark
(2016)
0.11%
CTR
68%
VCR
1.25% CTR
$2.50 CPC
0.65%
CTR
20%
VCR
0.15%
CTR
8%
VCR
Performance
through 9/30
0.18%
CTR
78.49%
VCR
6.45% CTR,
$1.23 CPC
0.99%
CTR
79.39%
VCR
0.22%
CTR
10.99%
VCR
Facebook
In Feed and Right Hand Rail
All Messaging
Apr May Jun Jul Aug Sep Oct
Display: Digilant, Sojern, Pandora
Video: Hulu, YuMe
Social: Facebook, Instagram
Paid Search: Google, Bing
KPI SNAPSHOT
CAMPAIGN DELIVERY
OVERALL HIGHLIGHTS & OPTIMIZATIONS
0.18%
CTR
The CTR
increased 0.02%
with the switch
into Sojern +
Pandora launch.
Display
47MM
Impressions
Total
78.97%
VCR
Video
This is a slight
increase from the
VCR at the end of
August.
All digital efforts continue to exceed their established KPI benchmarks. For display efforts, Cactus optimized all delivery to
run with Sojern for both Super Boomers and Dynamic Families for the remainder of the campaign. Since this switch was
made in early August, we have seen significant week over week improvements in CTR, which can be attributed to strong
delivery with the mobile placements. Additionally, mid-August was when the event specific pre-roll messages were rotated
in; these messages have the top video completion rates across all three audiences with YuMe averaging an 88-90% VCR
depending on the audience.
For the display campaign, impressions are fairly evenly distributed between Super Boomers and Dynamic Families with
Boomers receiving slightly higher delivery. Active Professionals are not receiving display banners. Dynamic Families
continue to receive the bulk of the impression delivery across video efforts. All three audiences are being served pre-roll
across YuMe, while Active Professionals are the only audience running with Hulu. Pandora launched in mid-September with
mobile audio spots and display banners to Super Boomers and Active Professionals in the Front Range.
1.03% CTR
79.39% VCR
Facebook
0.29% CTR
10.99% VCR
Instagram
6.44% CTR
$1.35 CPC
PPC
CTR improved
from August
performance.
CTR improved
from August
performance.
Overall CTR saw
a slight increase
this month.
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
DYNAMIC FAMILIES HIGHLIGHTS
All display efforts for the Dynamic Families audience completed delivery in mid-August with an overall CTR of 0.15%,
which exceeded the 0.11% CTR benchmark from last summer’s performance. Digilant completed with a 0.16% CTR and
Sojern, which was only live for a few weeks, completed at a 0.12% CTR.
DISPLAY
Since campaign launch in April, YuMe has generated more than 8.5MM video views to Dynamic Families in destination
and Front Range markets with an average video completion rate of 76.06% and a 0.21% CTR. In September alone,
more than 440K impressions were served, generating 361K completed video videos.
Three messages were in market in September against Dynamic Families: Visit Vail brand spot, Oktoberfest and Jazz
Fest. Of the three messages, the Visit Vail brand spot drove the strongest completion rate at 83.24%. This video has
been the strongest performing message for this audience for the summer campaign.
After learning in the previous months that desktop placements were driving the strongest video completions and clicks,
we optimized delivery more toward desktop. With this optimization to heavy-up delivery to desktop, the VCR for the
month was at 83.06% — more than 15% above the industry stranded benchmark of 68%.
VIDEO
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
All social posts against Dynamic Families completed delivery in August, with more than 2.6MM impressions delivered
and more than 24K clicks generated. From a static performance standpoint, paid social posts generated an overall CTR
of 0.98% CTR between both Facebook and Instagram platforms. The video post drove an overall VCR of 80.04%; the
Epic Discovery spot, which ran against both destination and Front Ranges segments, drove the strongest video
completion rate at 89.55%.
PAID SOCIAL
SUPER BOOMERS HIGHLIGHTS
At the end of September, more than 8.6MM impressions had been delivered to Super Boomers with more than 16K
clicks generated and an average CTR of 0.20% among Digilant, Sojern and Pandora. Sojern, which had originally
completed delivery on 6/30 against this audience with a 0.15% CTR, re-launched in early August and completed delivery
at the end of September with a 0.25% CTR. In September alone, this partner delivered a 0.46% — the strong
performance can be attributed to mobile delivery as the 320x50 and 300x50 placements drove 891 clicks.
Additionally, Pandora, which is targeting Foodie, Frequent Traveler and Casual Traveler audience segments in the Front
Range, launched in mid-September with :30 mobile audio spots and 300x250 companion banners. In the first few weeks
of activity, more than 770 impressions were delivered and 1K clicks to site for an average CTR of 0.22% against the
display banners. When looking at CTR performance, the Foodie targeting drove the strongest CTR of 0.33% this month.
DISPLAY
By the end of September, the overall VCR across all devices was a 79.23%; the overall VCR throughout September was
an 83.18% agains Super Boomers.
The Brand spot, which has remained the top performing messages throughout the summer, drove a 83.29% VCR in
September. The event specific pre-roll spots (Oktoberfest, Gourmet on Gore and Jazz Fest) were rotated into the mix in
mid-August and completed in early September with an overall VCR of 78.83% among all three messages; Gourmet on
Gore generated the highest VCR at 79.90% and mobile devices drove the strongest video completes. Air messaging
also completed delivery in September with an overall VCR of 75.56%.
VIDEO
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
September saw the strongest performance against our Super Boomers audience to date, averaging a 2.12% CTR for
the month across the various campaigns that were in market, which were primarily Dining/Food focused.
The Dining Carousel against the Front Range audience drove the strongest CTR to date, generating an overall 3.06%
CTR for the two weeks the campaign was in market. The destination segment completed delivery in August with a 4.79%
CTR — the highest CTR of all social campaigns for the summer.
The Taste of Vail and Restaurant Week posts, which were part of the Fall Incremental push, launched in mid-September
and each ran for the week leading up to the event. The Taste of Vail campaign strongly out-performed Restaurant Week
against this audience, generating a 2.61% CTR compared to 0.77% CTR for Restaurant Week.
Additionally, the Fall in Love campaign completed against the destination segment in mid September with a 1.31% CTR.
The Front Range campaign launched at the end of September with 211 clicks to site in its first few days of activity.
PAID SOCIAL
ACTIVE PROFESSIONALS HIGHLIGHTS
Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than
4.4MM impressions to date between the two partners. Hulu generated a 98.41% VCR and YuMe generated a 78.16%
VCR by the end of September. All three event messages (Oktoberfest, Gourmet on Gore and Jazz Fest) drove a 90%
VCR while Outlier generated a 79.29% VCR and the Brand spot generated a 79.37% completion rate last month.
In September, mobile/tablet devices drove the strongest completion rates, with an average of 90.72% — this can be
attributed to the strong performance from the event specific pre-roll messages that were in market and performed well
on mobile devices. Because inventory on mobile and tablet is limited, a majority of the delivery continues to go to
desktop, which generated a 80.17% VCR in September, which is 12% above the industry standard benchmark.
VIDEO
Similar to Super Boomers, September saw the strongest performance against our Active Professionals audience to date,
averaging a 0.70% CTR for the month among the Dining Carousel, Taste of Vail, Restaurant Week and Fall in Love
campaigns.
The Dining Carousel has been the top performing campaign for this audience, generating an overall CTR of 1.09% for its
two-week flight. The Taste of Vail and Restaurant Week posts, which were part of the Fall Incremental push, launched in
mid-September and each ran for the week leading up to the event. The Taste of Vail campaign also strongly out-
performed Restaurant Week, generating a 0.92% CTR compared to 0.23% CTR for Restaurant Week. The Fall in Love
campaign launched at the end of September with 90 clicks to site in its first few days of activity.
PAID SOCIAL
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
Pandora, which launched in mid-September against Active Professionals in the Front Range, had delivered more than
855K impressions between mobile audio and mobile display inventory with 961 clicks to site in its first few weeks of
activity. The display portion of the Pandora buy drove a 0.17% CTR in September with the Foodies audience targeting
driving the highest click volume at a 0.20% CTR.
DISPLAY
NATIONAL HIGHLIGHTS
Through the end of September, paid search efforts have delivered more than 891K impressions and 57K clicks for a
6.44% CTR and a $1.35 CPC for the campaign overall. The Fall Incremental ads were rotated into the campaign in mid-
September to focus on general fall messaging and upcoming events.
Overall, the top campaign from a CTR standpoint continues to be the “RES l DES l Low l Town of Vail l Summer Events”
which has driven the highest CTR at a 27.85% between the Exact Match and Broad Modifier Match campaigns.
Additionally, the “RES l DEST l Low l Town of Vail l Vail HV” campaign continues to be the one with the highest search
and click volume, serving more than 403K impressions and generating more than 19K clicks for an overall CTR of 4.93%
for the summer.
In September, “golf” and “event” keyword search terms drove the majority of the clicks; “+golfing +vail”, “+events +vail”,
“vail golf club”, “vail golf course” and “events vail” were the top 5 search terms from a click standpoint last month. When
looking at where the search volume was last month, “+denver +things +to +do” and “+things +to +do +in +colorado” saw
the highest search volume in September.
SEARCH
Vail Local Marketing District
Summer Tourism Campaign September Dashboard [4/3-9/30]
CREATIVE BANNERS
Family Grandpa Bike
Bike
Hike
Town
Like Nothing on Earth
Vail Local Marketing District
Summer Tourism Campaign August Dashboard [4/3-8/31]
SCREENSHOTS
Digilant Digilant
Sojern Sojern
Vail Local Marketing District
Summer Tourism Campaign August Dashboard [4/3-8/31]
SCREENSHOTS
Back to School / Epic - Facebook Desktop Newsfeed
Dining Carousel - Facebook Desktop Newsfeed
Back to School / Epic - Instagram Newsfeed
Vail Local Marketing District
Summer Tourism Campaign August Dashboard [4/3-8/31]
Labor Day Carousel - Facebook Desktop Newsfeed
MEDIA GLOSSARY
KPI
Impression
Click
Click Through Rate
Cost per Click
Video Completion Rate
Viewability
Time on Site
Engagement Rate
Key Performance Indicator
Counted when an ad is called to appear in online environment
When a user clicks on an ad and is then directed to the advertiser’s website
Or CTR, is determined by Clicks/Impressions. What percent of users who saw an
ad, clicked on it?
Or CPC, is determined by Media Spend/Clicks. Based on how much of the budget
has been spent, was is the cost each time a user clicks on an ad?
Or VCR, is determined by the percent of viewers who saw the video through to the
end.
The percent of viewers who have actually been exposed to an ad.
The average time a visitor spent engaging with all pages on the website.
The total post engagement (likes, comments, shares, video views) divided by the
total post reach.
Vail Local Marketing District
Summer Tourism Campaign July Dashboard [4/3-7/31]