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Home My WebLink About15. VLMD Summer Tourism Campaign Dashboard, September 2017CAMPAIGN 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 September Dashboard [4/3-9/30] 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 9/30 0.18% CTR 78.49% VCR 6.45% CTR, $1.23 CPC 0.99% CTR 79.39% VCR 0.22% CTR 10.99% VCR Facebook In Feed and Right Hand Rail All Messaging Apr May Jun Jul Aug Sep Oct Display: Digilant, Sojern, Pandora Video: Hulu, YuMe Social: Facebook, Instagram Paid Search: Google, Bing KPI SNAPSHOT CAMPAIGN DELIVERY OVERALL HIGHLIGHTS & OPTIMIZATIONS 0.18% CTR The CTR increased 0.02% with the switch into Sojern + Pandora launch. Display 47MM Impressions Total 78.97% VCR Video This is a slight increase from the VCR at the end of August. All digital efforts continue to exceed their established KPI benchmarks. For display efforts, Cactus optimized all delivery to run with Sojern for both Super Boomers and Dynamic Families for the remainder of the campaign. Since this switch was made in early August, we have seen signiﬁcant week over week improvements in CTR, which can be attributed to strong delivery with the mobile placements. Additionally, mid-August was when the event speciﬁc pre-roll messages were rotated in; these messages have the top video completion rates across all three audiences with YuMe averaging an 88-90% VCR depending on the audience. 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. Pandora launched in mid-September with mobile audio spots and display banners to Super Boomers and Active Professionals in the Front Range. 1.03% CTR 79.39% VCR Facebook 0.29% CTR 10.99% VCR Instagram 6.44% CTR $1.35 CPC PPC CTR improved from August performance. CTR improved from August performance. Overall CTR saw a slight increase this month. Vail Local Marketing District Summer Tourism Campaign September Dashboard [4/3-9/30] DYNAMIC FAMILIES HIGHLIGHTS All display efforts for the Dynamic Families audience completed delivery in mid-August with an overall CTR of 0.15%, which exceeded the 0.11% CTR benchmark from last summer’s performance. Digilant completed with a 0.16% CTR and Sojern, which was only live for a few weeks, completed at a 0.12% CTR. DISPLAY Since campaign launch in April, YuMe has generated more than 8.5MM video views to Dynamic Families in destination and Front Range markets with an average video completion rate of 76.06% and a 0.21% CTR. In September alone, more than 440K impressions were served, generating 361K completed video videos. Three messages were in market in September against Dynamic Families: Visit Vail brand spot, Oktoberfest and Jazz Fest. Of the three messages, the Visit Vail brand spot drove the strongest completion rate at 83.24%. This video has been the strongest performing message for this audience for the summer campaign. After learning in the previous months that desktop placements were driving the strongest video completions and clicks, we optimized delivery more toward desktop. With this optimization to heavy-up delivery to desktop, the VCR for the month was at 83.06% — more than 15% above the industry stranded benchmark of 68%. VIDEO Vail Local Marketing District Summer Tourism Campaign September Dashboard [4/3-9/30] All social posts against Dynamic Families completed delivery in August, with more than 2.6MM impressions delivered and more than 24K clicks generated. From a static performance standpoint, paid social posts generated an overall CTR of 0.98% CTR between both Facebook and Instagram platforms. The video post drove an overall VCR of 80.04%; the Epic Discovery spot, which ran against both destination and Front Ranges segments, drove the strongest video completion rate at 89.55%. PAID SOCIAL SUPER BOOMERS HIGHLIGHTS At the end of September, more than 8.6MM impressions had been delivered to Super Boomers with more than 16K clicks generated and an average CTR of 0.20% among Digilant, Sojern and Pandora. Sojern, which had originally completed delivery on 6/30 against this audience with a 0.15% CTR, re-launched in early August and completed delivery at the end of September with a 0.25% CTR. In September alone, this partner delivered a 0.46% — the strong performance can be attributed to mobile delivery as the 320x50 and 300x50 placements drove 891 clicks. Additionally, Pandora, which is targeting Foodie, Frequent Traveler and Casual Traveler audience segments in the Front Range, launched in mid-September with :30 mobile audio spots and 300x250 companion banners. In the ﬁrst few weeks of activity, more than 770 impressions were delivered and 1K clicks to site for an average CTR of 0.22% against the display banners. When looking at CTR performance, the Foodie targeting drove the strongest CTR of 0.33% this month. DISPLAY By the end of September, the overall VCR across all devices was a 79.23%; the overall VCR throughout September was an 83.18% agains Super Boomers. The Brand spot, which has remained the top performing messages throughout the summer, drove a 83.29% VCR in September. The event speciﬁc pre-roll spots (Oktoberfest, Gourmet on Gore and Jazz Fest) were rotated into the mix in mid-August and completed in early September with an overall VCR of 78.83% among all three messages; Gourmet on Gore generated the highest VCR at 79.90% and mobile devices drove the strongest video completes. Air messaging also completed delivery in September with an overall VCR of 75.56%. VIDEO Vail Local Marketing District Summer Tourism Campaign September Dashboard [4/3-9/30] September saw the strongest performance against our Super Boomers audience to date, averaging a 2.12% CTR for the month across the various campaigns that were in market, which were primarily Dining/Food focused. The Dining Carousel against the Front Range audience drove the strongest CTR to date, generating an overall 3.06% CTR for the two weeks the campaign was in market. The destination segment completed delivery in August with a 4.79% CTR — the highest CTR of all social campaigns for the summer. The Taste of Vail and Restaurant Week posts, which were part of the Fall Incremental push, launched in mid-September and each ran for the week leading up to the event. The Taste of Vail campaign strongly out-performed Restaurant Week against this audience, generating a 2.61% CTR compared to 0.77% CTR for Restaurant Week. Additionally, the Fall in Love campaign completed against the destination segment in mid September with a 1.31% CTR. The Front Range campaign launched at the end of September with 211 clicks to site in its ﬁrst few days of activity. PAID SOCIAL ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than 4.4MM impressions to date between the two partners. Hulu generated a 98.41% VCR and YuMe generated a 78.16% VCR by the end of September. All three event messages (Oktoberfest, Gourmet on Gore and Jazz Fest) drove a 90% VCR while Outlier generated a 79.29% VCR and the Brand spot generated a 79.37% completion rate last month. In September, mobile/tablet devices drove the strongest completion rates, with an average of 90.72% — this can be attributed to the strong performance from the event speciﬁc pre-roll messages that were in market and performed well on mobile devices. Because inventory on mobile and tablet is limited, a majority of the delivery continues to go to desktop, which generated a 80.17% VCR in September, which is 12% above the industry standard benchmark. VIDEO Similar to Super Boomers, September saw the strongest performance against our Active Professionals audience to date, averaging a 0.70% CTR for the month among the Dining Carousel, Taste of Vail, Restaurant Week and Fall in Love campaigns. The Dining Carousel has been the top performing campaign for this audience, generating an overall CTR of 1.09% for its two-week ﬂight. The Taste of Vail and Restaurant Week posts, which were part of the Fall Incremental push, launched in mid-September and each ran for the week leading up to the event. The Taste of Vail campaign also strongly out- performed Restaurant Week, generating a 0.92% CTR compared to 0.23% CTR for Restaurant Week. The Fall in Love campaign launched at the end of September with 90 clicks to site in its ﬁrst few days of activity. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign September Dashboard [4/3-9/30] Pandora, which launched in mid-September against Active Professionals in the Front Range, had delivered more than 855K impressions between mobile audio and mobile display inventory with 961 clicks to site in its ﬁrst few weeks of activity. The display portion of the Pandora buy drove a 0.17% CTR in September with the Foodies audience targeting driving the highest click volume at a 0.20% CTR. DISPLAY NATIONAL HIGHLIGHTS Through the end of September, paid search efforts have delivered more than 891K impressions and 57K clicks for a 6.44% CTR and a $1.35 CPC for the campaign overall. The Fall Incremental ads were rotated into the campaign in mid- September to focus on general fall messaging and upcoming events. 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 a 27.85% between the Exact Match and Broad Modiﬁer Match campaigns. Additionally, the “RES l DEST l Low l Town of Vail l Vail HV” campaign continues to be the one with the highest search and click volume, serving more than 403K impressions and generating more than 19K clicks for an overall CTR of 4.93% for the summer. In September, “golf” and “event” keyword search terms drove the majority of the clicks; “+golﬁng +vail”, “+events +vail”, “vail golf club”, “vail golf course” and “events vail” were the top 5 search terms from a click standpoint last month. When looking at where the search volume was last month, “+denver +things +to +do” and “+things +to +do +in +colorado” saw the highest search volume in September. SEARCH Vail Local Marketing District Summer Tourism Campaign September Dashboard [4/3-9/30] CREATIVE BANNERS Family Grandpa Bike Bike Hike Town Like Nothing on Earth Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] SCREENSHOTS Digilant Digilant Sojern Sojern Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] SCREENSHOTS Back to School / Epic - Facebook Desktop Newsfeed Dining Carousel - Facebook Desktop Newsfeed Back to School / Epic - Instagram Newsfeed Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] Labor Day Carousel - Facebook Desktop 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]