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Home My WebLink About16. VLMD Summer Tourism Campaign Weekly DashboardCAMPAIGN 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 Weekly Dashboard [3/27-5/7] CAMPAIGN KPI’S AND BENCHMARKS Goals were established from industry standards within the travel/tourism vertical. Benchmarks also reﬂect the ﬁnal performance metrics from the 2016 campaign. 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 Engagement Rate VCR KPI Benchmark (2016) 0.11% CTR 78% VCR 1.25% CTR $2.50 CPC 0.65% CTR 8% VCR 0.85% Engagement Rate 8% VCR Performance to Date 0.14% CTR 80.25% VCR 5.22% CTR, $2.13 CPC n/a 69.23% VCR n/a 11.12% VCR Facebook In Feed and Right Hand Rail All Messaging Apr May Jun Jul Aug Sep Oct Display: Digilant, Sojern Video: Hulu, YuMe Social: Facebook, Instagram Paid Search: Google, Bing KPI SNAPSHOT CAMPAIGN DELIVERY OVERALL HIGHLIGHTS & OPTIMIZATIONS 0.14% CTR The CTR dropped 0.01% but still remains above benchmark. Display 5.3MM Impressions Total 80.25% VCR Video The initial launch is surpassing the 78% VCR benchmark. All digital efforts are off to a strong start for the summer campaign as all tactics are exceeding their established benchmarks. While the display CTR dropped slightly from last report, the 0.14% CTR is still above the 0.11% campaign benchmark and still above the 0.09% industry standard benchmark. We will continue to work with both partners to ensure we are optimizing inventory towards the best performing units across all devices. Social media launched this past week with the :15 Brand videos that were promoting the June 1 offer. The videos were promoted on Facebook and Instagram to destination Dynamic Families and on Facebook to destination Super Boomers. The Facebook VCR is 3x the completion rate from last year’s campaign for the brand hero videos. Paid search reporting is reﬂected in this dashboard at the campaign and ad group level. Cactus is working with the Vail Resorts team to get insight at the keyword level. For the display campaign, impressions are fairly evenly distributed between Super Boomers and Dynamic Families with Boomers receiving slightly higher delivery — likely due to the fact that Sojern is only targeting to Super Boomers. In terms of video, Dynamic Families are receiving higher impression volume than Super Boomers and Active Professionals — due to the bulk of impressions on YuMe were contract to the Dynamic Families segment. 1:54 Avg Time on Site Website Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard [3/27-5/7] 69.23% VCR Facebook 11.12% VCR Instagram $2.13 CPC 5.22% CTR PPC Brand videos in 2016 saw an 20.91% VCR. Brand Videos in 2016 saw an 12.1% VCR. Both metrics are exceeding benchmarks. Both metrics are exceeding benchmarks. 130% 0.14 % OF 0.11 % Display CTR (compared to benchmark) 103% 80.25 % OF 78.00 % Video VCR (compared to benchmark) DISPLAY HIGHLIGHTS Display continues to exceed the 0.11% CTR benchmark, which is reﬂective of where last year’s campaign completed. While the overall CTR saw a slight dip in performance (down from 0.15% last week to 0.14% this week), we will continue to optimize with Digilant and Sojern to keep that activity up. When looking into unit performance, the 728x90 banners, which are desktop and tablet speciﬁc banners, is the overall top performing unit size for both audiences – especially for Dynamic Families, in which this size is generating a 0.24% CTR. After breaking down the site performance, the mobile units with Sojern are generating the top CTRs – the 320x50 banners are generating a 0.18%. Since Sojern is targeting Super Boomers who have recently shown intent or interest to travel to mountain destinations, this audience is more likely to click-thru on their mobile phones for travel information. VIDEO HIGHLIGHTS Now that we have two weeks of activity, we are still seeing great performance across both YuMe and Hulu. YuMe is averaging a 79.72% VCR and Hulu is an averaging a 98.57% VCR – both of which are above the travel/tourism industry standard benchmark. All three audiences are averaging around the same VCR on YuMe, with Super Boomers slightly out-performing the other two audiences at 85%. When looking at the averages overall, Active Professionals have the highest VCR at 90.32%, as they are the only audience running with Hulu. In terms of device performance for YuMe, desktop continues to generate the highest VCR at 81.5% In fact, all three audience’s have their highest VCR on different devices. Dynamic Families are seeing a 84.5% VCR on desktop, Super Boomers with a 82.1% VCR on mobile, and Active Professionals with a 77.8% VCR on tablet. Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard [3/27-5/7] 03 Apr 2017 10 Apr 2017 17 Apr 2017 24 Apr 2017 01 May 2017 0M 0.3M 0.5M 0.8M 0K 0.5K 1K 1.5K 0 % 0.10 % 0.20 % 0.30 % Impressions Clicks CTR Display Performance Overview SOCIAL HIGHLIGHTS Social is off to a very strong start in terms of VCR performance for Facebook placements. Last year, the :15 Brand Hero videos that ran on Facebook to Super Boomers and Dynamic Families completed delivery with a 20.91% VCR. So far, with a week’s worth of activity, the :15 Brand Hero video is delivering at a 70.87% VCR between destination Families and Boomers on Facebook. Dynamic Families are well out-performing Super Boomers in terms of VCR, with a 80.68% VCR for Families compared to a 61.06% for Boomers — both of which are signiﬁcantly above the 8% VCR benchmark on Facebook. On average, Families and Boomers are watching 2/3 of the video and then stopping after 10 seconds. When looking at Instagram delivery and performance, the 10.38% VCR for destination Dynamic Families is slightly under their performance from last year (12.11% VCR), but it is exceeding the 8% VCR benchmark for Instagram video. While VCR is lower, the 0.05% CTR on Instagram is slightly higher than Facebook (0.03% CTR). This is interesting to note as with last year’s campaign, Instagram CTRs were never higher than Facebook across all posts and audiences. The summer carousel ad for the National audience launched on 5/8, so next week’s report will include static reporting. SEARCH HIGHLIGHTS Paid search is off to a strong start this summer as the overall 5.22% CTR is well out-performing last year’s campaign (which completed with a 1.22% CTR). While CTR is exceeding last year’s results, the $2.13 CPC — although it is below the $2.50 benchmark — is not quite as at par with last year’s $1.93 CPC. To help improve the CPC, we would recommend lower the bids for campaigns that have high CPCs. Currently, the “Rafting” exact match ad group within the Summer Activities (targeted to Colorado) is driving the highest CPC at $5.78 – more than $3 above the CPC benchmark — so we would recommend lowering max bids. When breaking down the ad groups, Vail CO is generating the highest CTR as 12.5% -- exact match searches are generating a 22.35% CTR while broad modiﬁer matches are driving a 7.14% CTR. At the campaign level, the destination Summer Events (broad modiﬁer and exact match) campaigns are seeing a high combined CTR of 25.93% and the lowest CPC of $0.49. The “Vail Only” ad groups (both broad match modiﬁer and exact match) are generating the highest volume of searches among the destination markets. Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard [3/27-5/7] 03 May 2017 04 May 2017 05 May 2017 06 May 2017 07 May 2017 0K 20K 40K 60K 0 % 20.00 % 40.00 % 60.00 % 0K 10K 20K 30K Impressions Facebook Video Completion Rate Video Views Social Video Performance by Date 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 Weekly Dashboard