HomeMy WebLinkAbout13. VLMD Supper Campaign Wrap Up ReportVAIL 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
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6
Week
7
Week
8
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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!