Loading...
HomeMy WebLinkAbout06. Cactus - Digital Marketing Mix, May 2018Are you still here? Join thousands of Datorama users in the New Platform! Digital Marketing Mix 16 Apr 2018 - 27 May 2018 Objective: Awareness Flight Dates: 4/16 - 9/16 Audiences: Destination Families + Teenagers Super Boomers Front Range (all audiences) Primary KPIs: Video Completion Rate (VCR) Secondary KPIs: Click Thru Rate (CTR), Social Engagement Rate KEY HIGHLIGHTS All digital efforts continue to meet and/or exceed the established overall benchmarks for both primary and secondary KPIs. Digital video is up +15% with a 89% VCR in comparison to the 77% VCR that the 2017 efforts drove at the end of May last year. Social video is up +10% with a 85% VCR in comparison to the 77% VCR that the 2017 efforts drove at the end of May last year. "Best Available Rates" is driving the strongest action among Family and Boomers audiences The :08 videos to destination teenagers are strong drivers of video completions and clicks for both digital video and social. Premium inventory with SpotX (e.g., Spotify, Vevo and DirecTV) is averaging a 98% VCR and 0.73% CTR among this audience. The Instagram Stories have improved the social video CTR by +450% -- improving from .02% prior to launch to 0.11%. More engaging social units like the Instagram Stories and the Canvas ad have driven a 700% increase in social CTR month over month. With more than 11M impressions delivered through the end of May, we are pacing at 51% of the digital video delivery. We front-weighted delivery in April, May and June to impact summer travel among our destination audiences. With the shift in strategy to focus on higher quality video engagements and placements, 20M impressions were purchased for digital video efforts. The Retail Plan social efforts went live on 6/4. DIGITAL VIDEO Performance Comparisons Overall Campaign VCR 2017: 77% 2018: 89% Cross-platform VCR: 2017: 79% 2018: 88.5% Connected TV VCR: 2017: 96.85% 2018: 98.2% Digital Video CTR: 2017: 0.20% 2018: 0.18% SOCIAL MEDIA Peformance Comparison Video VCR: 2017: 79% 2018: 85% Video CTR: 2017: 0.02% 2018: 0.11% PERFORMANCE COMPARED TO BENCHMARKS PRIMARY KPIs SECONDARY KPIs DELIVERY OVERVIEW Total Impressions Total Video Views Total Clicks DIGITAL MEDIA FLIGHTING DIGITAL MEDIA GLOSSARY Are you still here? Join thousands of Datorama users in the New Platform!Impression - The number of times an ad was deliver in an online environment Reach - The total number of people who saw an ad Click - When a user clicks on an ad unit and is directed to the advertiser's website Click-thru Rate (CTR) - The percent of users who saw an ad and clicked on it (calculated as: clicks / impressions x 100) Video Completion Rate (VCR) - The percent of viewers who saw the video through to the end (calculated as: completed video views / video views x 100) Engagement Rate - The percent of users who saw an ad and then engaged with it by either liking, commenting, sharing, clicking or watching the video (calculated as: total post engagements / reach x 100)