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HomeMy WebLinkAbout18. VLMD Summer Tourism Campaign June 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 June 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 0.14% CTR 75.22% VCR 6.56% CTR, $1.25 CPC 0.98% CTR 69.28% VCR 0.22% CTR n/a 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 is surpassing the 0.11% CTR benchmark. Display 16MM Impressions Total 75.22% VCR Video This is an improvement from the 73% VCR in April/May. Throughout June, all digital efforts exceeded the established benchmarks. For display efforts to our Dynamic Families and Super Boomers audiences, the CTR saw a slight dip in comparison to May but began to improve at the end of the month due to optimizations into best performing units by audience and site. Across all audiences on YuMe, VCR improved this month — most notably with increased VCR and CTR performance among Dynamic Families; the VCR among all audiences exceeds the industry standard benchmark of 68% for pre-roll. Social media continues to see strong delivery this year with all CTRs and VCRs surpassing benchmarks. The most notable improvement in performance this month came from PPC, as the CTR improvement nearly 2% and CPC is half of the benchmark for average cost per clicks. 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. 0.98% CTR 69.28% VCR Facebook 0.22% CTR Instagram 6.56% CTR $1.25 CPC PPC Both key metrics are exceeding benchmarks. Both key metrics are exceeding benchmarks. Both metrics have improved since May. Vail Local Marketing District Summer Tourism Campaign June Dashboard *Performance reflects June data only. DYNAMIC FAMILIES HIGHLIGHTS Throughout June, cross-platform display efforts through Digilant, our programmatic partner that is targeting Dynamic Families on a nation scale, delivered 1.2MM impressions with a 0.14% CTR. While the CTR was a slight dip in performance from April/May, it is still exceeds the 0.11% CTR benchmark; The dip in performance was likely due to the “rate as low as $180” offer rotating in following the completion of the “June 1” offers. Additionally, CTR began to improve at the end of June, which can be attributed to shifting more inventory into the 320x50 mobile placement and 300x250 cross-device unit — those two units are driving a combined 0.18% CTR. In terms of unit performance, the 320x50 mobile unit continued to serve more than 50% of the volume at more than 606K impressions and a 0.17%. Closely behind that is the 728x90 desktop banner, which served 438K impressions and a 0.09% CTR. Last month, this delivered at 0.28% with the “June 1” offer. The 300x50 mobile banner drove the highest CTR at 1.11% CTR, but inventory against this unit is limited. When looking at creative delivery, both “Bike” and “Hike” banners drove a 0.11% CTR while the “Like Nothing On Earth” creative, which running only with the 300x50 and 320x50 mobile units, drove a 0.17% CTR. DISPLAY Throughout June, YuMe delivered more than 1.4MM pre-roll impressions across desktop, tablet and mobile devices with an average video completion rate of 72.95% — more than a 4% increase from the April/May VCR of 68.87%. The Best Available Rates offer, which was rotated in at the end of May and ran throughout June, has generated stronger VCRs against this audience in comparison to the June 1 offer, which completed delivery with a 68.49% VCR. Additionally, this audience generated a 0.53% CTR, which was also an improvement from the 0.50% CTR in April and May. At the end of June, optimizations were made to deliver more pre-roll impressions to desktops as they were generating the strongest performance of all three devices; Dynamic Families saw the highest completion rate on desktop at 73.13%. This audience continued to see the strongest CTRs on mobile and tablet devices, with mobile generating a 1.24% CTR and tablet generating a 2.52% CTR. VIDEO Vail Local Marketing District Summer Tourism Campaign June Dashboard DYNAMIC FAMILIES HIGHLIGHTS Social efforts are performing well across the board with this audience as Facebook static posts drove a 1.01% CTR overall and Instagram static posts drove a 0.23% CTR; between the two platforms, static posts generated a combined 0.90% CTR — an improvement from 0.77% static CTR in the April and May report. The Epic Discovery carousel completed delivery in June to both the destination and Front Range audiences at a 1.58% CTR between Facebook and Instagram. The Front Range audience drove a higher CTR on Facebook at 1.92% CTR compared to 1.60% on Facebook for the destination audience. Additionally, the Front Range Facebook post drove the highest engagement rate at 2.36%. Additionally, the 4th of July posts completed delivery on Facebook and Instagram to destination and Front Range audiences. The Facebook post to destination audience drove a stronger CTR at 0.74% while the Instagram post to the Front Range generated the strongest engagement rate to date at 2.83%. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign June Dashboard SUPER BOOMERS HIGHLIGHTS In June, Digilant and Sojern delivered 1.8MM impressions with a 0.14% CTR to Super Boomers nationally. Week over week, the CTR saw improvements, with the week of 6/26 generating the top CTR for the month at 0.21%. At the publisher level, Sojern outperformed Digilant with a 0.18% CTR compared to a 0.12% CTR for Digilant. The week over week improvements in performance can be attributed to shifting more delivery into Sojern mobile placements. For the Super Boomers audience, the 300x50 and 320x50 mobile units had the highest CTRs overall; The 320x50 unit continues to serve the majority of the impressions and delivered a 0.25% CTR across both sites. Sojern, which is targeting Super Boomers at the national scale who have shown interest or intent to travel to mountain destinations, drove the highest CTR for the month with the 320x50 banners at 0.29%. Additionally, the “Boomers” creative generated a slightly higher CTR than the “Town” creative, while the “Like Nothing on Earth” mobile-only creative had the top CTR for the month of June. DISPLAY YuMe delivered 1M pre-roll impressions across desktop, tablet and mobile devices with an average completion rate of 74.04% — the highest completion rate among all three audiences. Pre-roll activity targeting Super Boomers also generated a 0.74% CTR for the month. and a 0.47% CTR. Similar to Dynamic Families, pre-roll on desktops drove the highest completion rate at 75.53% among Super Boomers while tablet drove the highest CTR at 2.50%. The “Best Available Rates” creative was rotated in at the end of May, and its strong performance can be contributed to the week over week improvements in completion rate. 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 Vail Local Marketing District Summer Tourism Campaign June Dashboard SUPER BOOMERS HIGHLIGHTS Static and video Facebook posts to Front Range and destination Super Boomers delivered more than 182K impressions throughout June. Each of the two audience segments received the :15 Bravo! Vail video, which completed delivery with an overall VCR of 68.54%. The Front Range segment drove a higher overall completion rate at 70.52% while the destination market generated a higher CTR at 0/14% on the :15 Bravo! Vail video. This video performance is similar to the :15 Brand video in which the Front Range audience had a higher completion rate and the destination audience had a higher volume of clicks. There were three different static posts in June — the Dance Festival post promoted to destination while the Music Carousel and Craft Beer Festival posts were promote to the Front Range. Overall, static Facebook posts drove a 1.68% CTR in June. The Dance Festival post completed with a 1.62% CTR and 2.57% engagement rate, which is the highest engagement rate to date among Super Boomers. The Music Carousel saw stronger performance among the Front Range audience, generating a 1.82% CTR compered to 1.61% CTR for the destination segment. Similarly, the static Craft Beer Festival posts had stronger performance in the Front Range with a 1.89% CTR compared to 1.70% for the destination audience. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign June Dashboard ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than 651K impressions in June between the two partners. Hulu drove a 98.35% VCR and YuMe drove a 68.64% VCR. Throughout June, Active Professionals received three different videos ;the Visit Vail brand spot drove the highest CTR at 77.66%. The Craft Beer Festival and GoPro Games videos both generated a 62% completion rate and 0.50% CTR. The device level performance mirrors both Super Boomers and Dynamic Families in which the desktop placements drove the highest VCR at 69.77% and tablet generated the top CTR at 1.30%. While tablet drove the highest CTR, mobile also had strong CTR performance as it had significantly more click volume with 938 clicks compared to 248 clicks from tablets. VIDEO Active Professionals saw a mix of event-specific static posts across both platforms in June. This audience, which is only targeting to the Front Range, generated an overall CTR of 0.68% on Facebook and 0.17% on Instagram. In terms of creative, the Craft Beer Festival post on Facebook drove the highest CTR for the month, completing delivery with a 1.04% CTR and 2.56% engagement rate. The same post was also pushed to this audience on Instagram, generating a 0.19% CTR with a 0.82% engagement rate. The Music Carousel saw similar performance with the Facebook post driving a stronger CTR and engagement rate than Instagram; Facebook completed with a 0.35% CTR and Instagram wrapped up with a 0.16% CTR. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign June Dashboard NATIONAL HIGHLIGHTS Throughout June, paid search efforts saw significant improvements in performance week over week, deliver more than 233K impressions and 15K clicks for a 6.56% CTR and $1.09 CPC in June. The top campaign from a CTR standpoint continued to be the “RES l DES l Low l Town of Vail l Summer Events” which drove the highest CTR for the month at 31.19% between the Exact Match and Broad Modifier Match campaigns. The Exact Match campaign generated a slightly higher CTR at 34.70% while the Broad Modifier Match campaign drove a 29.95% 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, the “RES l DES l Low l Town of Vail l Vail HV” campaigns had the most search volume, delivering 142K impressions and more than 4K clicks. These two Exact Match and Broad Modifier Match campaigns generated a combined 5.26% CTR — a significant improvement from the 3.65% CTR in May. 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 10.81% — up significantly from 7.93% in May. SEARCH Vail Local Marketing District Summer Tourism Campaign June Dashboard CREATIVE BANNERS Family Grandpa Bike Bike Hike Town Like Nothing on Earth Vail Local Marketing District Summer Tourism Campaign June Dashboard SCREENSHOTS Digilant Digilant Sojern Sojern Vail Local Marketing District Summer Tourism Campaign June Dashboard SCREENSHOTS Craft Beer Festival - Facebook Desktop Newsfeed Craft Beer Festival - Facebook Mobile Newsfeed GoPro Games! - Facebook Desktop Newsfeed GoPro Games! - Instagram Newsfeed Vail Local Marketing District Summer Tourism Campaign June Dashboard SEARCH CAMPAIGNS Vail Local Marketing District Summer Tourism Campaign June Dashboard SEARCH CAMPAIGNS Vail Local Marketing District Summer Tourism Campaign June Dashboard 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 June Dashboard