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Home My WebLink About17. VLMD Summer Tourism Campaign July 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 July Dashboard [4/3-7/31] 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 7/31 0.16% CTR 78.36% VCR 6.07% CTR, $1.20 CPC 0.93% CTR 78.85% VCR 0.20% 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 FFFaFaFaFaFaFaFaFacecececececececebbbobobobobobobobo kkokokokokokokokok In Feed and Right Hand RailPaid Search: Google, Bing KPI SNAPSHOT CAMPAIGN DELIVERY OVERALL HIGHLIGHTS & OPTIMIZATIONS 0.16% CTR The CTR is surpassing the 0.11% CTR benchmark. Display 31.2MM Impressions Total 78.36% VCR Video This is a 3% improvement from the VCR at the end of June. From initial launch through the end of July, all digital efforts continue to exceed their established KPI benchmarks. For display efforts, the CTR began to see a decrease in performance week over week with Digilant, which was the only partner live with display through July as Sojern had completed delivery in June. Because of the dip in performance, Cactus has made optimizations to move away from Digilant and run solely with Sojern — targeting both Super Boomers and Dynamic Families — for the remainder of the campaign. Across all audiences on YuMe, the video completion rate has seen signiﬁcant improvements. Additionally, the VCR among all audiences exceeds the travel/tourism industry standard benchmark of 68% for :15-second pre-roll. 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. 0.93% CTR 78.85% VCR Facebook 0.20% CTR 10.99% VCR Instagram 6.07% CTR $1.20 CPC PPC CTR was a slight dip from June while VCR saw 9% increase. Both key metrics are exceeding benchmarks. Both key metrics are exceeding benchmarks. Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] DYNAMIC FAMILIES HIGHLIGHTS Since campaign launch through the end of July, cross-platform display efforts have delivered more than 11.3MM impressions to Super Boomers and Dynamic Families nationally. Although the 0.16% CTR at the end of July was well- exceeding the 0.11% benchmark, the CTR began dip throughout July – likely due to Sojern efforts completing delivery in June and banners only running to both audience with Digilant. Because of the decrease in performance with Digilant, Cactus has made the optimization to move all display to Sojern for the remainder of the campaign, which will use mountain travel interest and intent targeting to reach Super Boomers and Dynamic Families. Previously, Sojern was only running to Super Boomers at a national level. From a unit performance standpoint, the 728x90 has been driving the top CTR overall at 0.22% with the 320x50 mobile unit following closely behind at 0.19%. Together, these two units have served more than 68% of the display impressions to Dynamic Families. Creatively, the “Bike” and “Family” banners are the top performers at a 0.18% CTR – both of which seeing the strongest clicks from the 728x90 placement. DISPLAY Since campaign launch in April, YuMe has delivered more than 4.8MM cross-device pre-roll impressions to Dynamic Families in destination and Front Range markets with an average video completion rate of 77.45% and 0.35% CTR. The “Visit Vail” 15-second brand spot has generated an overall VCR of 83.05%, which features the “Best Available Rates” offer drove a completion rate 10% higher than the brand spot with the “Book by June 1 “ offer. From a device standpoint, the desktop spots are driving the strongest completion rate at 80.52% while the tablet units (although inventory against this unit is limited) are driving the highest CTR at 0.98%. After making optimizations into top performing devices, the average completion rate has increased more than 4% since than end of June. VIDEO Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] DYNAMIC FAMILIES HIGHLIGHTS Paid social posts are performing well across the board for Dynamic Families, with more than 2.2MM impressions delivered across Facebook and Instagram. Overall, Facebook static posts are driving a 1.09% between both destination and Front Range segments while Instagram static posts are averaging a 1.36% engagement rate. Additionally, video is generating a 79% completion rate between the two platforms (an 85% completion rate on Facebook alone). When looking at the audience segments speciﬁcally, the Front Range audience is generating a slightly higher CTR and engagement rate overall across Facebook and Instagram static posts. However, from a video perspective, the destination audience is driving a completion rate 10% higher than the Front Range audience. Between both audiences, the Back to School / Epic Discovery carousel on Facebook has generated the strongest CTR to date with a 1.77% CTR with the Front Range segment and a 2.01% with the destination segment. Additionally, the :15 Epic Discovery spot drove the strongest VCR for both destination and Front Range families. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] SUPER BOOMERS HIGHLIGHTS Since the end of July, more than 6.6MM impressions have been delivered to Super Boomers nationally with a 0.16% CTR on both Digilant and Sojern. After seeing that the mobile placements with Sojern (which completed delivery 6/30) were driving the highest click volume, Cactus optimized to deliver more impressions into the mobile units with Digilant resulting in a 0.21% CTR with the 320x50 unit. As Cactus re-launches activity with Sojern for the remainder of the campaign, we will continue to monitor and optimize delivery into the top performing banner sizes. The “Like Nothing on Earth” creative continues to be the top performer with a 0.22% CTR between the two partners – likely due to the fact that this creative is running on mobile-only placements (320x50 and 300x50) which are performing the strongest for this audience. Additionally, the “Boomers” brand banner is the second top creative, driving a 0.17% between the two publishers. DISPLAY YuMe delivered more than 3.1M pre-roll impressions across desktop, tablet and mobile devices with an average completion rate of 77.95% — the highest completion rate among all three audiences and a 4% improvement since the end of June. Pre-roll activity has also generated a 0.34% CTR from campaign launch through the end of June. Similar to Dynamic Families, desktop pre-roll, which is where most of the inventory and delivery lives, drove the highest completion rate at 79.19% among Super Boomers. Similar to Dynamic Families, tablet has driven the highest CTR at 0.90% overall. Additionally, the brand spot with the “Best Available Rates” is driving signiﬁcantly higher VCRs and CTRs across all devices than the brand spot with the “Book by June 1” offer. VIDEO ! "#$%%& Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] SUPER BOOMERS HIGHLIGHTS Super Boomers, who are only receiving static and video ads on Facebook, have seen the strongest results against the established social benchmarks. From campaign start in May through the end of July, more than 1MM impressions have been served to this audience, driving an overall VCR of 64% and a 1.65% CTR – the highest static CTR among all three of the audiences. From an audience standpoint, both destination and Front Range segments are generating a 1.65% CTR overall. However, Super Boomers in the Front Range are driving a slightly higher video completion rate at 72% -- 9% higher than the VCR for destination Super Boomers. Additionally, Super Boomers are driving the strongest engagement rates among all audiences for static posts. A key takeaway here is that Super Boomers are the audience that is not only most likely to click through to the site from a Facebook ad, but they are also the audience that is most likely to engage with the post (like, comment, share). In terms of creative, the Craft Beer Festival ads remain the top performing post to date for Front Range and destination Super Boomers from a click volume standpoint. When looking at engagement, the Vail Experience carousel drove the most action between both audience segments with an overall engagement rate of 2.59%. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than 2.2MM impressions to date between the two partners. Hulu has driven a 98.18% VCR and YuMe has driven a 74.51% VCR. Desktop continues to be the top-performing device across all three audiences for VCR, with Active Professionals generating a 76% completion rate through the end of July. While the other two audiences saw a higher CTR from tablets, the Active Professionals audiences is more likely to click from a mobile device; mobile has generated a 0.48% CTR overall. Not only has device performance mirrored the other two audiences, but the creative performance has too as the “Best Available Rates” brand spot has driven the strongest CTR and VCR. From an event perspective, both the Craft Beer and Go Pro Games pre-roll spots performed exactly event with 0.26% CTR and 69% completion rate. VIDEO Active Professionals in the Front Range continue to see a mix of event- and activity-speciﬁc posts across both platform. As of the end of July, paid social posts had delivered more than 1.5MM impressions between Facebook and Instagram. This audience generated an overall CTR of 0.56% on Facebook and a 1.29% engagement rate on Instagram. Similar to Super Boomers, the Craft Beer Festival ads on Facebook continue to lead as the top performing post from a CTR perspective at 1.08%. However, the Mountain Activities ads on Instagram are the most engaging to date for this audience at 1.73%. The Mountain Activities post on Instagram was also the most engaging post for this audience in the 2016 campaign. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] NATIONAL HIGHLIGHTS From the start of May through the end of July, paid search efforts delivered more than 652K impressions and 39K clicks for a 6.07% CTR and $1.20 CPC for the campaign 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 29.85% between the Exact Match and Broad Modiﬁer Match campaigns. The Exact Match campaign generated a slightly higher CTR at 34.96% while the Broad Modiﬁer Match campaign drove a 28.09% CTR; the Broad Modiﬁer Match campaign also served 3x more impressions than the ads within the Exact Match campaign. One thing to note here is that from the end of June to the end of July, the CTR for Exact Match increase 2% while the Broad Modiﬁer decreased 1% as users are not only more likely to click from exact match searches, but they are also a more qualiﬁed audience. SEARCH Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] CREATIVE BANNERS Family Grandpa Bike Bike Hike Town Like Nothing on Earth Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] SCREENSHOTS Digilant Digilant Sojern Sojern Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] SCREENSHOTS Back to School / Epic - Facebook Desktop Newsfeed Mountain Activities - Facebook Desktop Newsfeed Mountain Activities - Instagram Newsfeed Vail Local Marketing District Summer Tourism Campaign July Dashboard [4/3-7/31] Back to School / Epic - Facebook Mobile 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]