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Home My WebLink About19.VLMD Summer Tourism Campaign April-May 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 April-May Dashboard 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 to Date 0.19% CTR 73.52% VCR 4.30% CTR, $1.73 CPC 0.93% CTR 77.29% VCR 0.23% CTR 10.99% 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 0.19% CTR The CTR is well- surpassing the 0.11% CTR benchmark. Display 16MM Impressions Total 73.52% VCR Video The VCR is above the industry standard 68% benchmark. All digital efforts continue to exceed their established benchmarks. For display efforts to our Dynamic Families and Super Boomers audiences, the CTR continued to improve week over week since the beginning of May. Across all audiences on YuMe, VCR had seen a slight dip in performance, so Cactus is working to make optimizations into the top performing audiences and devices. While YuMe’s performance exceeds the industry standard benchmark of 68% for pre-roll, the overall VCR does not meet our established benchmark which was created based on the overall 2016 performance as well as the industry standard. Social media is off to a strong start this year as VCR is more than 3x last year’s due to the change in Facebook’s platform over in which a video view is now considered at 10 seconds compared to 3 seconds from last year. Additionally, the paid search efforts, which have been live for a month, continue to exceed CTR and CPC benchmarks. For the display campaign, impressions are fairly evenly distributed between Super Boomers and Dynamic Families with Boomers receiving slightly higher delivery due to the fact that Boomers are also running with Sojern in addition to Digilant. Dynamic Families continue to receive the bulk of the impression delivery across video efforts. Active Professionals are not receiving display banners. All three audiences are being served pre-roll across YuMe, while Active Professionals are the only audience running with Hulu. 2:10 Avg Time on Site Website 0.93% CTR 77.29% VCR Facebook 0.23% CTR 10.99% VCR Instagram 4.30% CTR $1.73 CPC PPC Both key metrics are exceeding benchmarks. Both key metrics are exceeding benchmarks. Both metrics have improved at the end of May. Users are spending more time on site from mobile devices. Vail Local Marketing District Summer Tourism Campaign April-May Dashboard 03 Apr 2017 10 Apr 2017 17 Apr 2017 24 Apr 2017 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 05 Jun 2017 0M 1M 2M 3M 4M 5M 0K 5K 10K 15K 20K 25K 0 % 0.20 % 0.40 % 0.60 % 0.80 % 1.00 % Impressions Clicks CTR Delivery Overview (all channels) DYNAMIC FAMILIES HIGHLIGHTS Throughout April and May, cross-device display efforts through Digilant delivered 2.7MM impressions with a 0.21% CTR to the Dynamic Families audience nationally. Since the beginning of May, the CTR has steadily increased week over week; in April the average CTR for this audience was at 0.18% while May netted out at 0.23% — both of which are well above the 0.11% CTR benchmark. In terms of unit size, the 320x50 mobile unit is serving the majority of the volume at more than 999K impressions and a 0.19% CTR for the ﬁrst two months. Closely behind that is the 728x90 desktop banner, which has served 904K impressions and a 0.32% CTR. The 300x50 banner drove the highest CTR at 1.10% CTR, but inventory against this unit is limited as it has only delivered 1K impressions. When looking at creative delivery over the past two months, the “Bike” creative generated the highest CTR for this audience at 0.33% — primarily from the 728x90 desktop unit, which had a 0.47% CTR. Vail Local Marketing District Summer Tourism Campaign April-May Dashboard DISPLAY 10 Apr 2017 24 Apr 2017 08 May 2017 22 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 YuMe delivered 1.6MM pre-roll impressions across desktop, tablet and mobile devices from 4/24 through 5/31 with an average completion rate of 68.87%. Additionally, this audience generated a 0.50% CTR. The :15 Brand video with the June 1 offer was primarily running throughout these two months and the Best Available Rates offer was rotated in at the end of May. The June 1 offer video, which delivered 1.4MM impressions, completed delivery with a 68.49% VCR. From a device-speciﬁc standpoint, Dynamic Families saw the highest completion rate on desktop at 74.35%; however, this audience drove the highest CTR on mobile and tablet at 0.89%. When looking at the completion rate for mobile and tablet, the two devices generated a 61.75% VCR — so it is likely that this is audience is more apt to start the video and click out before completion. VIDEO 24 Apr 2017 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0M 0.3M 0.5M 0.8M 0 0.3 0.5 0.8 Impressions Video Plays VCR Video Performance DYNAMIC FAMILIES HIGHLIGHTS Social efforts are performing well across the board with this audience as Facebook static posts drove a 1.45% CTR overall and Instagram static posts drove a 0.23% CTR; between the two platforms, static posts generated a combined 0.77% CTR. Throughout May, the Epic Discovery carousel with the “Save 30%” offer messaging was the only static post that ran to the Front Range and destination Dynamic Families. At the platform level, the destination market was served this ad on both Facebook and Instagram, with Facebook driving a signiﬁcantly higher CTR at 1.47% (compared to 0.23% on Instagram). The Front Range segment was only served the carousel unit on Facebook, which had a 1.21% CTR. For the video posts, these audiences were served the :15 Brand video on both Facebook and Instagram. With Facebook’s update to their platform this year, VCRs were signiﬁcantly higher than in 2016 due to a “view” on their platform now registering as 10 seconds vs. 3 seconds. Destination families generated a slightly higher completion rate between the two platforms at 73.7% VCR compared to a 67.78% VCR for Front Range families. From a platform-to-platform comparison, Facebook drove a 82.31% VCR between both destination and Front Range segments while Instagram’s completion rate rounded out at 10.26%. However, while Facebook drove higher video completion rates, Instagram videos had higher CTRs on the call-to-action buttons — all of which where the “Book Now” CTA). Vail Local Marketing District Summer Tourism Campaign April-May Dashboard PAID SOCIAL 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0K 100K 200K 0K 1K 2K 0 % 0.50 % 1.00 % 0K 50K 100K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0 200 400 600 0 2 4 6 0 5 10 15 0K 50K 100K 150K Likes Comments Shares Engagement Social Engagements SUPER BOOMERS HIGHLIGHTS Digilant and Sojern delivered 3.9MM impressions with a 0.19% CTR between April and May to Super Boomers nationally. The CTR saw a signiﬁcant increase beginning the week of 5/8 and steadily improved week over week since then. At the publisher level, Digilant generated a slightly stronger CTR at 0.23% compared to 0.14% on Sojern — both of which are above the 0.11% benchmark for display efforts. For the Super Boomers audience, the 728x90 desktop unit had the highest CTR overall at 0.28% with 1.1M impressions delivered to this unit across both partners; Digilant drove a higher CTR at 0.33%. Sojern, which is targeting Super Boomers at the national scale who have shown interest or intent to travel to mountain destinations, drove the highest CTRs on the 300x50 (0.25%) and 320x50 (0.21%) mobile banners — thus showing that this audience is likely to show travel booking or planning behaviors from their mobile devices. Additionally, the “Town” creative, which is only running against the mobile banners, saw the highest CTR for the combined months at 0.21%. Vail Local Marketing District Summer Tourism Campaign April-May Dashboard DISPLAY YuMe delivered 1M pre-roll impressions across desktop, tablet and mobile devices from 4/24 through 5/31 with an average completion rate of 72.62% and a 0.47% CTR. Similar to Dynamic Families, the :15 Brand video with the June 1 offer was primarily running throughout the two months and the Best Available Rates offer was rotated in at the end of May. The June 1 video delivered 939K impressions with a 42.40% VCR and 0.45% CTR. The Best Available Rates offer had generated a 75.40% completion rate and 0.64% CTR in its ﬁrst few days of activity. Unlike Dynamic Families, which saw the highest completion rate on desktop, tablets drove the highest completion rate at 76.25% among Super Boomers VIDEO 10 Apr 2017 24 Apr 2017 08 May 2017 22 May 2017 0K 200K 400K 600K 0K 0.5K 1K 1.5K 0 % 0.10 % 0.20 % 0.30 % Impressions Clicks CTR Display Performance Overview 24 Apr 2017 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0K 100K 200K 300K 0 0.3 0.5 0.8 Impressions Video Plays VCR Video Performance SUPER BOOMERS HIGHLIGHTS Social posts to Front Range and destination Super Boomers performed well for video and static posts on Facebook, serving more than 427K impressions throughout May. Each of the two audience segments received the :15 Brand video as well as the :15 Bravo! Vail video, both of which generated an overall 63.83% VCR. The Front Range segment drove a higher overall completion rate between the two videos at 74.19% — 71.38% for the Bravo! Vail video and a 74.61% for the Brand spot; the destination market generated a 62.36% VCR in May. Two different static posts were pushed out in May to the destination audience — the carousel featuring the various upcoming Music events and the promotion for the Craft Beer Festival; both posts drove a 1.63% CTR and a combined 2.14% engagement rate. When looking at the Music carousel, the ﬁrst and third cards, both of which featured the venue, drove the highest CTRs. The Craft Beer Festival post auto-optimized to the best performing creative, which was the town image at a 1.71% CTR compared to 0.67% for the beer image. Vail Local Marketing District Summer Tourism Campaign April-May Dashboard PAID SOCIAL 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0K 50K 100K 0K 1K 2K 0 % 1.00 % 2.00 % 0K 50K 100K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0 25 50 75 0 2 4 6 0 5 10 15 0K 25K 50K 75K Likes Comments Shares Engagement Social Engagements ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than 880K impressions in April and May. Hulu drove a 98.43% VCR and YuMe drove a 73.84% VCR, which is the audience with the strongest completion rate across YuMe. Similar to Dynamic Families and Super Boomers, the :15 Brand video with the June 1 offer was the spot that was primarily in market until the Best Available Rates offer was added in at the end of May. At the device level, Active Professionals are similar to Super Boomers in which the tablet placements are generating the strongest VCR of 76.70%; the desktop and and mobile placements are right behind at a 73% completion rate across YuMe. The mobile pre-roll spots were the highest driver of clicks, which generated a 0.39% CTR. Vail Local Marketing District Summer Tourism Campaign April-May Dashboard VIDEO 24 Apr 2017 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0K 100K 200K 300K 0 0.3 0.5 0.8 Impressions Video Plays VCR Video Performance Active Professionals saw a mix of static and video posts across both platforms in May. This audience, which only targeting to the Front Range, generated an overall VCR of 85.30% between the :15 Brand spot and the :15 GoPro Games video. Active Professionals drove the highest Facebook completion rate among all of the audience for the Brand video at 86.10%. The GoPro Games video completed delivery with a 84.20% VCR on Facebook. This audience was also served the same static posts for the GoPro Games on Instagram and Facebook, which drove an overall 0.31% CTR and 1.27% engagement rate between the two platforms. The static post on Facebook generated a signiﬁcantly higher CTR at 0.42%, while Active Professionals were more likely to engage with the ad on Instagram (likes and comments) at a 1.56% engagement rate. On Facebook, both the image with the kayak ﬂipping and the dog jumping delivered a 0.40% CTR — the image of the dog jumping saw a slightly higher engagement rate at 0.73%. On Instagram, the image of the kayak ﬂipping saw both the highest CTR of 0.24% and the strongest engagement rate of 1.56%. PAID SOCIAL 01 May 2017 08 May 2017 15 May 2017 22 May 2017 29 May 2017 0K 50K 100K 0 100 200 0 % 0.20 % 0.40 % 0K 20K 40K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview NATIONAL HIGHLIGHTS Vail Local Marketing District Summer Tourism Campaign April-May Dashboard The Summer Carousel, which was new to the social campaign this year, served more than 4.1MM impressions to a national audience for three weeks until completing delivery on 5/31. When looking at the carousel performance, which featured 5 images of summer activities in Vail, the overall ad drove a 0.88% CTR and a 1.41% engagement rate. The ﬁrst carousel card, which was an image of the ropes course, drove the highest CTR, followed by the third card (water tubing image), the ﬁfth card (horseback image), the fourth card (hiking image) and then the second card (biking image). At a demographic level, both women and men ages 45-54 were most likely to click on the carousel ad with a 1% CTR overall; women and men ages 25-44 all generated a 0.83% CTR with the ad. Additionally, it was nearly exactly equal between women and women, with women generating a slightly higher CTR at 0.89% compared to 0.88% for men. From a DMA standpoint, Washington D.C. had the strongest CTR at 1.16%, followed by New York at 1.02% and then San Diego and Miami followed closely behind at 0.98%. When looking at DMA performance, all of our destination markets performed within the top 10 markets from a national scale. PAID SOCIAL Paid search efforts, which launched 5/1, performed above the established benchmarks with a 4.30% CTR and $1.43 CPC. Overall, the PPC campaign delivered more than 251K impressions. The top campaigns in terms of CTR performance are “RES l DES l Low l Town of Vail l Summer Events l B” which drove the highest CTR for the month at 28.21% between the Exact Match and Broad Modiﬁer Match campaigns. The Exact Match campaign generated a slightly higher CTR at 32.99%, but the Broad Modiﬁer Match campaign drove a 26.63% CTR; the Broad Modiﬁer Match campaign also served 3x more impressions than the ads within the Exact Match campaign. While these two campaigns generated the top CTRs, they are not the campaign that served the highest impression volume; the “RES l DES l Low l Town of Vail l Vail HV l B” campaigns have served more than 167K impressions, which is more than half of the overall impressions for all paid search efforts. These two Exact Match and Broad Modiﬁer Match campaigns generated a combined 3.65% CTR, which is above the established 1.25% benchmark. Within these two campaigns, the “+vail +colorado” exact keyword search served the most impressions while the “vail colorado” broad modiﬁer keyword search drove the highest CTR at 7.93%. SEARCH ConcertDealsGeneralHikingKayakingNightlifeRaftingRestaurantShoppingVail MountainVail OnlyVail ResortVail Vacations$0K $2K $4K $6K 0K 100K 50K 150K 0 % 5.00 % 10.00 % 15.00 % $0 $2 $4 $6 Media Cost Impressions CTR CPC PPC Adgroup Overview CREATIVE BANNERS Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard Family Grandpa Bike Bike Hike Town Like Nothing on Earth SCREENSHOTS Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard Digilant Digilant Sojern Sojern SCREENSHOTS Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard Craft Beer Festival - Facebook Desktop Newsfeed Craft Beer Festival - Facebook Mobile Newsfeed GoPro Games! - Facebook Desktop Newsfeed GoPro Games! - Instagram Newsfeed SEARCH CAMPAIGNS Vail Local Marketing District Summer Tourism Campaign Weekly Dashboard Impressions Clicks CTR Media Cost CPCCampaign Name Res|DEST|Low|Town of Vail|Summer Events|B|BMM 2,597 649 24.99 %$321.00 $0.49 Res|DEST|Low|Town of Vail|Summer Events|B|EXM 845 266 31.48 %$93.65 $0.35 1 - 2 of 2 items Impressions Clicks CTR Media Cost CPCAdGroup General 3,442 915 26.58 %$414.65 $0.45 1 - 1 of 1 items Impressions Clicks CTR Media Cost CPCSearch Keyword events vail colorado 3 2 66.67 %$0.61 $0.30 +vail +colorado +events 2 1 50.00 %$0.10 $0.10 +vail +summer +events 45 20 44.44 %$6.31 $0.32 vail summer events 101 42 41.58 %$10.77 $0.26 vail summer concerts 47 18 38.30 %$3.86 $0.21 +events +vail +colorado 11 4 36.36 %$1.45 $0.36 vail concerts 107 36 33.64 %$10.06 $0.28 vail events calendar 138 46 33.33 %$16.74 $0.36 vail summer concert 3 1 33.33 %$0.43 $0.43 +events +vail +village 9 3 33.33 %$0.85 $0.28 +summer +events +vail 52 16 30.77 %$9.35 $0.58 vail colorado events 56 17 30.36 %$7.17 $0.42 +events +vail +co 33 10 30.30 %$4.39 $0.44 vail event 306 90 29.41 %$40.76 $0.45 +vail +concerts 694 201 28.96 %$105.35 $0.52 +vail +events +calendar 32 9 28.13 %$2.67 $0.30 +events +vail 182 48 26.37 %$25.20 $0.52 +vail +summer +concerts 85 22 25.88 %$5.87 $0.27 +vail +summer +concert 12 3 25.00 %$0.66 $0.22 +vail +concert 101 24 23.76 %$14.87 $0.62 +event +vail 667 155 23.24 %$84.89 $0.55 events vail 13 3 23.08 %$0.37 $0.12 +vail +event 672 133 19.79 %$59.04 $0.44 events vail co 47 8 17.02 %$2.34 $0.29 vail concert 6 1 16.67 %$0.09 $0.09 event vail 18 2 11.11 %$0.45 $0.22 1 - 26 of 26 items 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