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HomeMy WebLinkAbout13. VLMD Dashboard_August RecapCAMPAIGN 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 August Dashboard [4/3-8/31] 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 0.18% 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 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. Display 40.8MM Impressions Total 78.49% VCR Video This is a slight improvement from the VCR at the end of July. 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. 0.99% CTR 79.39% VCR Facebook 0.22% CTR 10.99% VCR Instagram 6.07% CTR $1.23 CPC PPC CTR saw a 0.06% increase from the end of July. CTR saw a slight improvement from 0.20% in July. Overall CTR increased 0.42% since July. Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] DYNAMIC FAMILIES HIGHLIGHTS Since campaign launch through the end of July, cross-platform display efforts have delivered more than 6MM impressions and 9K clicks to Dynamic Families nationally, completing delivery on 8/14 with an overall CTR of 0.15% against this audience. Throughout July, there was a week-over-week slip in performance with Digilant, so Cactus optimized to run with Sojern only for the remainder of the display buy, which used mountain travel interest and intent targeting to reach Dynamic Families. Previously, Sojern was only running to Super Boomers at a national level. Since the switch to Sojern, Dynamic Families saw a strong improvement in click volume and CTR each week. From a unit performance standpoint, the 728x90 banners with Sojern drove the top CTR and highest click volume throughout August, which was the same trend in terms of unit size that this audience saw with Digilant. From a creative standpoint, the “Bike” and “Hike” banners with the $174/night offer were in market for all cross-platform units; neither of the messages out-performed the other as they both drove a 0.14% CTR for the month. DISPLAY Since campaign launch in April, YuMe has generated more than 7.9MM video views to Dynamic Families in destination and Front Range markets with an average video completion rate of 76.19% and a 0.21% CTR. Overall, the “Visit Vail” 15-second brand spot has generated an overall VCR of 78.74%. The brand spot has also generated nearly 90% of all click volume against this audience with more than 17K clicks to site. In mid-August, the event pre-roll spots for Jazz Fest and Oktoberfest rotated into the mix, averaging 92% completion rate between the two. Additionally, the Air message saw slightly stronger VCR and CTR performance in Houston compared to Dallas. From a device standpoint, the desktop spots continue to drive the strongest completion rate at 76.35% overall while the tablet units (although inventory against this unit is limited) are driving the highest CTR at 0.56%. In August alone, nearly 65% of all clicks to site came from the Air message running on desktop devices. VIDEO Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] DYNAMIC FAMILIES HIGHLIGHTS Paid social posts are performing well across the board for Dynamic Families, with more than 3MM impressions delivered and 431K engagements generated across Facebook and Instagram. Facebook static posts are driving significantly higher click volume with an overall CTR of 1.19% while Instagram static posts are significantly more engaging, averaging a 1.18% engagement rate. August saw the completion of the final few campaigns against this audience for the summer with the Back to School / Epic Discovery carousel posts generating the strongest CTRs. For this message, the destination audience slightly out performed Front Range, which was the first time throughout the summer that destination saw stronger performance than Front Range on a specific message. The Labor Day carousel to the Front Range audience completed delivery in mid-August with the second highest CTR among all Dynamic Family campaigns. Additionally, this campaign saw significantly stronger performance on Facebook with a 1.76% CTR and engagement rate. When looking at the audience segments specifically, the Front Range audience has generally out performed the destination audience across nearly all campaigns with slightly higher CTR and engagement rates for static posts. However, from a video perspective, the destination audience higher VCRs throughout the summer campaign. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] SUPER BOOMERS HIGHLIGHTS At the end of August, more than 7.8MM impressions had been delivered to Super Boomers nationally with more than 15K clicks generated and an average CTR of 0.20% between both Digilant and Sojern. This audience has seen the strongest improvement in CTR after shifting all display delivery to Sojern in early August. Sojourn had originally completed delivery on 6/30 against this audience with a 0.15% CTR, and now, Sojern is driving a 0.25% CTR overall, which is 0.10% increase in August alone. The CTR increase can be strongly attributed to the high click volume coming from mobile placements with Sojern; Cactus has continued to optimize delivery into the mobile placements due to the strong performance with those units. The “Like Nothing on Earth” creative continues to be the top performer with a 0.34% CTR overall between the two partners – a 0.12% increase since July. This increase is likely due to the fact that this specific creative is running on mobile-only placements (320x50 and 300x50) which are performing the strongest for this audience at a 0.42% CTR on Sojern alone. Additionally, the “Fall” messaging rotated in at the end of August is generating a 0.09% CTR in its first few days of activity. DISPLAY YuMe delivered more than 5MM pre-roll impressions and 4.7M video veiws across desktop, tablet and mobile devices with an average completion rate of 77.84%. Pre-roll activity has also generated a 0.27% CTR from campaign launch through the end of August. Desktop pre-roll is where most of the inventory and delivery lives among Super Boomers. However, mobile devices have seen nearly a third of all video views and have generated more than half of all clicks to site. Tablet, although inventory is significantly limited, is the device that has driven the strongest completion rate at 80% and highest CTR at 0.62% for this audience. In mid August, the event-specific videos rotated into the mix, averaging a 78.5% completion rate between the three videos: Gourmet on Gore, Jazz Fest and Oktoberfest. Among these three event videos, the mobile is driving the strongest VCR so Cactus will continue to optimize delivery into this device. Similar to Dynamic Families, the air messaging saw stronger performance in the Houston market, which completed delivery on 8/27. The air messaging will continue to run to the Dallas market through 9/24. VIDEO Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] SUPER BOOMERS HIGHLIGHTS Through static and video ads on Facebook, Super Boomers continue to be the audience that is driving the strongest results for paid social. Since the launch in May, more than 1.3MM impressions have been served to this audience in destination and Front Range markets, driving an overall VCR of 69% and a CTR of 1.69% on static posts alone – the highest static CTR among all three of the audiences. Similar to Dynamic Families, the Front Range audience is seeing stronger results than the destination markets. In August, Super Boomers received the Labor Day carousel for both destination and Front Range markets as well as the Dining Carousel, which rotated into market at the end of August. Additionally, Super Boomers in Houston and Dallas received the :15 Air message, which drove the top video completion rate among Super Boomers for the summer. For the Labor Day push, the Front Range audience saw significantly stronger performance with a 2.81% CTR and 2.66% engagement rate, compared to a 1.5% CTR and 1.38% engagement rate for destination Super Boomers. With the strong results for the Front Range audience, the Labor Day carousel surpassed Craft Beer Festival as the top performing post to date. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals are the only audience that is running pre-roll across both Hulu and YuMe, delivering more than 3.1MM impressions to date between the two partners. Hulu has driven a 98.40% VCR and YuMe has driven a 78.59% VCR — a 4% increase from July and the audience that saw the strongest improvement in completion rate on YuMe throughout August. Desktop continues to be the top-performing device among Active Professionals, generating a 80.29% VCR while mobile continues to drive the highest click volume for a 0.43% CTR. The significant improvement in VCR in August against this audience can be strongly attributed to the event specific pre- roll messages that launched in mid-August. All three event videos are averaging a 90% VCR on YuMe, which is 22% higher than the industry standard benchmark of 68%. While the event videos are fairly consistent in completion rate, the Oktoberfest video is driving the highest volume of clicks to site — especially from the mobile devices. VIDEO Active Professionals continue to receive a mix of messaging on both Facebook and Instagram, with more than 1.8MM impressions having been served to this audience through the end of August. This audience is averaging a 0.55% CTR for static posts and a video completion rate of 85.3%. Because this audience is less likely to click through on social ads, Cactus tested the auto-optimization option between and platforms, which allows the technology to recognize where to best serve the ads (Facebook or Instagram). Since testing this, Cactus saw CTRs double against this audience and will continue to run campaigns in this way moving forward. The Labor Day carousel, which was in market early to mid August, was the first campaign to test the platform auto- optimization and generated a 0.94% CTR — double the audience’s average CTR. Additionally, this campaign saw a 40% increase in average clicks, driving more than 1K clicks to site between ads serving to Facebook and Instagram. PAID SOCIAL Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] NATIONAL HIGHLIGHTS From the start of May through the end of August, paid search efforts delivered more than 762K impressions and 49K clicks for a 6.45% CTR (a 0.42% increase since the end of July) and $1.23 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 29.22% between the Exact Match and Broad Modifier Match campaigns. While this campaign drove the highest CTR, the “RES l DEST l Low l Town of Vail l Vail HV” campaign has seen the highest search and click volume, serving more than 403K impressions and generating more than 19K clicks for an overall CTR of 4.93% since the launch in May. The “vail colorado” and “vail” keyword search terms make up nearly half of the search and click volume within this campaign. Additionally, these two search terms are the top performing keywords among all search campaigns for the summer. In August, we saw a significant increase in click volume coming from our “General”, “Shopping” and “Vail Only” ad groups. From the “General” ad group, the “+vail +concerts” and “+events +vail” exact match keyword terms and “vail golf club” and “vail golf course” broad modifier match keyword terms generated more than 70% of the clicks throughout August. The most notable increase in performance was with the “Shopping” ad group, as the “+vail +restaurants” exact match keyword terms drove more than 50% of all clicks in August. This time period is also when we were in market with Dining and Event specific messaging, which can likely explain the increase in search and click volume for “+vail +events” and “+vail +restaurants”. SEARCH Vail Local Marketing District Summer Tourism Campaign August Dashboard [4/3-8/31] 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]