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Home My WebLink AboutVLMD Camping Wrap-up 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 Campaign Wrap-Up Dashboard [4/3-10/15] 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 6.35% CTR, $1.37 CPC 1.17% 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 Completed above the 0.11% benchmark from 2016 performance. Display 47MM Impressions Total 78.97% VCR Video Completed delivery 10 points above industry benchmark. All digital efforts exceeded their established benchmarks. Display efforts initially launched with Digilant (targeting both Families and Boomers) and Sojern (targeting Boomers only). However, as performance with Digilant began to taper off in July, optimizations were made to switch all delivery into Sojern for both Super Boomers and Dynamic Families for the remainder of the campaign, which drove signiﬁcant week over week improvements in CTR. Video delivery with YuMe (all audiences) and Hulu (Active Professionals only) completed 10% above the industry VCR benchmark of 68%. For the display campaign, impressions are fairly evenly distributed between Super Boomers and Dynamic Families with Boomers receiving slightly higher delivery. 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. 1.17% CTR 79.39% VCR Facebook 0.22% CTR 10.99% VCR Instagram 6.35% CTR $1.37 CPC PPC CTR had the strongest improvement when switching to auto-optimization. CTR surpassed benchmark and VCR came in right at benchmark. CTR was more than 5x the benchmark and CPC was nearly half of 2016’s. Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon 01 Apr 2017 01 May 2017 01 Jun 2017 01 Jul 2017 01 Aug 2017 01 Sep 2017 01 Oct 2017 0M 5M 10M 0K 50K 100K 0 % 0.25 % 0.50 % Impressions Clicks CTR Overall Delivery and Performance Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] DYNAMIC FAMILIES HIGHLIGHTS With more than 6M impressions delivered and more than 9K clicks generated from display efforts, Dynamic Families completed delivery with an overall CTR of 0.15% — surpassing the 0.11% benchmark established from 2016 performance and nearly doubling the 0.08% industry standard CTR benchmark. From a site standpoint, Digilant delivered 0.16% CTR, as performance was strong in the earlier months when impression delivery was heavier. As performance began to decline and all delivery was then switched into Sojern. With only a few weeks of activity on Sojern, Families generated a 0.12% CTR. The top three performing sites with Sojern were MSN.com, USAToday.com, and ESPN.com. The weeks of 5/8-6/4 generated the strongest CTRs and highest click volume for this audience, which is when the “book by June 1” banners were live with Digilant. After that, CTR declined and Sojern picked up all remaining activity. Of the “June 1” banners running against this audience (which drove a 0.21% CTR overall for this offer), the “Bike” creative outperformed the “Hike” creative by more than doubling the click volume and driving a 0.23% CTR (compared to 0.17% for “Hike”). Overall, the “Bike” creative performed the strongest 0.17% overall through the summer; the “Bike” creative featured three different offers throughout the summer with “Book by June 1” performing the best. Additionally, the mobile “Like Nothing on Earth” banners generated 0.17% CTR, but due to the size of the banners, did not feature any offer messaging. DISPLAY YuMe completed delivery more than 8.9MM impressions delivered in destination and Front Range markets, generating more than 6.3MM completed video views for a 76% VCR and a 0.21% CTR. Although it was the lowest performing audience from a VCR perspective, this audience generated the highest click volume with more than 18K clicks. The Brand spot, which has the highest volume of delivery, completed with a 79% VCR and a 0.30% CTR. While it was not the top video for VCR, it drove the highest click volume and strongest CTR of all creative against this audience. The “Book by June 1” offer this spot saw a signiﬁcantly higher CTR at 0.38% (compared to 0.20% for “Best Available Rates”) while the “Best Available Rates” messaging generated a higher VCR at 84% compared to 73% for “June 1”). The Air spot, which ran in Dallas and Houston, drove an overall VCR of 71% with Dallas slightly outperforming Houston. The event speciﬁc pre-roll spots, which were optimized to deliver on mobile/tablet only, drove the strongest VCRs with Jazz Fest at a 84% VCR. and Oktoberfest at a 83% VCR. The desktop placements slightly outperformed mobile/tablet for video completions and clicks overall. Notably, desktop was the top performing device for the Brand spot, while the event pre-roll spots generated signiﬁcantly higher VCRs on mobile/tablet devices. VIDEO Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] DYNAMIC FAMILIES HIGHLIGHTS Static and video paid social efforts with the Dynamic Families audience delivered more than 3M impressions between Facebook and Instagram, generating more than 24K clicks. The static ads generated a 0.98% CTR overall between the two platforms. Facebook static posts completed with a 1.19% CTR and 1.02% engagement rate while Instagram static ads wrapped up with a 0.27% CTR and a 1.18% engagement rate. The videos averaged an 80% VCR overall, with Facebook completing at a 91% VCR and Instagram at a 11% VCR. From a static standpoint, the Labor Day Carousel and the Epic Discovery Carousel were the top two performing ads for the Front Range audience, with both posts averaging a 1.76% CTR. These were also the top two performing posts for this audience. For the destination audience, the Back to School /Epic Discovery Carousel (1.67% CTR) and the Epic Discovery Carousel (1.51% CTR) were the top two performing posts. All four of these ads generated higher CTRs on Facebook and stronger engagement rates on Instagram. With the video ads that ran on both platforms, the :15 Epic Discovery spot average a 89% VCR for both the destination and the Front Range audience on Facebook. The :15 Brand spot drove a 81% VCR on Facebook, with the destination market driving a higher VCR than Front Range. Of all the posts that ran for the summer, all of the top 6 performing ads were carousels. Additionally, the Epic Discovery carousel ads drove 60% of all clicks from paid social efforts. PAID SOCIAL Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon 08 May 2017 22 May 2017 05 Jun 2017 19 Jun 2017 03 Jul 2017 17 Jul 2017 31 Jul 2017 14 Aug 2017 28 Aug 2017 0K 200K 400K 0K 2K 4K 0 % 0.50 % 1.00 % 0K 50K 100K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] SUPER BOOMERS HIGHLIGHTS With more than 7.8 impressions delivered and more than 15K clicks generated from display efforts, Super Boomers completed delivery with an overall CTR of 0.20% — nearly doubling the the 0.11% CTR benchmark established from 2016 campaign performance. Digilant completed delivery with 0.16% CTR while Sojern signiﬁcantly outperformed this site at a 0.25% CTR. The second phase with Sojern, which began in early August, drove a higher CTR compared to the May-June ﬂight. The heightened performance in the second round of activity was due to the strong performance stemming from mobile placements, as the 320x50 and 300x50 placements generated an overall CTR of 0.72% against this audience. The top three performing sites with Sojern were yahoo.com, reddit.com and ESPN.com. Similar to performance with Dynamic Families, the weeks of 5/8-6/4 saw some of the strongest CTRs for this audience when the “book by June 1” banners were live on both Digilant and Sojern. The highest CTRs came starting the week of 8/7 and running through the end of September due to the strong mobile banner performance with Sojern. The “Like Nothing on Earth” mobile creative performed the strongest at a 0.40% CTR. From a cross-platform perspective, the “Valley / Week Day Vacation” banners were drove the strongest CTR 0.20%, followed closely behind with “River / Exploring” at a 0.14% CTR. Additionally, banners that included the “Book by June 1” offer was the strongest driver of click volume, which is also what we saw in terms of offer performance with Dynamic Families. DISPLAY YuMe completed delivery more than 5.2MM impressions to destination and Front Range markets, generating more than 4.1MM completed video views for a 78% VCR and a 0.26% CTR — the highest VCR and CTR among all three audiences. The Brand spot, which has the highest volume of delivery, completed with a 79% VCR and a 0.32% CTR. Similar to what we saw was the “Book by June 1” offer this spot saw a signiﬁcantly higher CTR at 0.44% (compared to 0.26% for “Best Available Rates”) while the “Best Available Rates” messaging generated a higher VCR at 82% compared to 75% for “June 1”). The Air spot, which ran in Dallas and Houston, drove an overall VCR of 72%. Like the air spots that were delivered to Dynamic Families, Dallas slightly outperformed Houston. The event speciﬁc pre-roll spots averaged a 78% VCR among the Oktoberfest, Gourmet on Gore, and Jazz Fest videos. While these event pre-roll spots are not as high of VCRs as Dynamic Families and Active Professionals because Super Boomers were more engaged on desktop, so Cactus optimized delivery for event spots to that device. VIDEO Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon 10 Apr 2017 01 May 2017 22 May 2017 12 Jun 2017 03 Jul 2017 24 Jul 2017 14 Aug 2017 04 Sep 2017 25 Sep 2017 0K 200K 400K 600K 0K 1K 2K 3K 0 % 0.20 % 0.40 % 0.60 % Impressions Clicks CTR Display Performance Overview SUPER BOOMERS HIGHLIGHTS Through paid social efforts beginning in May, more than 1.7MM impressions were delivered to Super Boomers on Facebook generating more than 25K clicks. Unlike the other two audiences that saw delivery on both Facebook and Instagram, Super Boomers only received ads on Facebook as that is the platform where the majority of the audience is. When diving into destination performance in comparison to Front Range, the Front Range segment far outperformed as they made up eight of the nine top performing ads. The static ads generated a 1.82% CTR and a 1.02% engagement rate while Instagram static ads wrapped up with a 0.27% CTR and a 1.81% engagement rate — the highest of these two metrics among all three audiences for paid social. The videos averaged an 81.65% VCR overall, the second highest average VCR behind Active Professionals. In terms of campaign performance, the Dining Carousel for both the Front Range and destination markets far outperformed all other messages throughout the summer. Between destination and Front Range, the Dining Carousel averaged a 3.94% CTR, with Destination generating a 4.73% CTR and Front Range generating a 3.01%. These were the top performing posts among all audiences and messages that run for the summer. Of the top ﬁve performing posts for Super Boomers, three of the ﬁve were food/beverage related (Dining Carousel, Taste of Vail, Craft Beer Festival). The posts that ran as part of the Fall Incremental budget were some of the top performing posts not only within this audience, but overall among all paid social campaigns. With the video spots that ran, the :15 Air was the top performer at a 81.43% VCR — nearly 10 points higher than its VCR performance with YuMe. Similar to static delivery, the Front Range market outperformed destination from a VCR standpoint as Brand in the Front Range drove a 75% VCR and Bravo! Vail drove a 71% VCR. The same videos did not perform as strongly with the destination segments as Brand drove a 69% VCR and Bravo! Vail at a 62% VCR. Although Front Range generated higher video completions, the destination markets were more likely to click as they average a 0.14% CTR in comparison to 0.09% for Front Range. PAID SOCIAL Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon 08 May 2017 29 May 2017 19 Jun 2017 10 Jul 2017 31 Jul 2017 21 Aug 2017 11 Sep 2017 02 Oct 2017 0K 100K 200K 0K 2K 4K 0 % 2.00 % 4.00 % 0K 50K 100K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview ACTIVE PROFESSIONALS HIGHLIGHTS Active Professionals was the audience that received video through Hulu in addition to YuMe, delivering more than 4.4M video impressions between the two sites with an overall VCR of 84%. With Hulu delivering 85% of its inventory on connected TVs, the average VCR was a 98%. Additionally, this was the second best performing audience with YuMe, generating a 78% VCR just slightly under Super Boomers. While this audience had a strong VCR, they did not have CTRs as high as Dynamic Families and Super Boomers. Additionally, optimizations were made to deliver more impressions on mobile and tablet devices as this audience saw higher VCRs and CTRs from those two devices. The Brand spot received the bulk of the delivery volume, completing with a 79% VCR and a 0.17% CTR. Although the other two audiences saw the highest CTRs stemming from the Brand spot, the Craft Beer and Gourmet on Gore videos both drove a 0.25% CTR with a 70% VCR. Active Professionals had the largest variety of event speciﬁc pre-roll spots in market throughout the summer, with this audience also receiving Craft Beer, Outlier Festival and GoPro Games videos. The average VCR among all six event spots was a 77% VCR. When the additional event videos launched in mid-August for Gourmet on Gore, Jazz Fest and Oktoberfest, those spots were optimized primarily to run on mobile/tablet devices and averaged a 90% VCR. VIDEO Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] Through paid social efforts beginning in May, more than 2.2MM impressions were delivered to Active Professionals in the Front Range on both platforms, generating more than 10K clicks throughout the summer. In early August, Cactus began to set up all campaigns to auto-optimize delivery between Facebook and Instagram, which resulted in average CTRs more than doubled; With this optimization to campaign setups, CTRs improved from an average pf 0.45% to 1% against Active Professionals. Similar to Super Boomers, the food/beverage content resonated strongly for the Active Professionals as four of the top ﬁve performing posts were within this category. The Fall in Love post drove the top CTR at 1.41% and generated the highest engagement rate at 1.7% for the Active Professionals audience. Video placements averaged a 85% VCR against this audience the Brand Hero Spot generating a 86% VCR in comparison to 84% for the GoPro Games spot. Additionally, with the Craft Beer Festival, we tested in layering additional event-speciﬁc behavioral and interest targeting to the audience. This was a campaign that ran prior to the shift to auto-optimization between platforms. With the additional targeting layered in, this was the only post against this audience that performed above benchmark for each platform. PAID SOCIAL Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon 08 May 2017 29 May 2017 19 Jun 2017 10 Jul 2017 31 Jul 2017 21 Aug 2017 11 Sep 2017 02 Oct 2017 0K 100K 200K 0K 1K 2K 0 % 1.00 % 2.00 % 0K 20K 40K 0 % 50.00 % 100 % Impressions Clicks CTR Video Views Facebook Video Completion Rate Social Delivery Overview NATIONAL HIGHLIGHTS Paid Search efforts, which launched 5/1 and ran through 10/15 with the incremental fall push, delivered just over 900K impressions for a 6.35% CTR and a $1.37 CPC. Both KPIs well exceed the established benchmarks, which were determined from 2016 performance; the CTR for PPC completed delivery 5x above the benchmark of 1.25%. Throughout the summer, the campaign that consistently had the s strongest CTR was “RES l DES l Low l Town of Vail l Summer Events” — completing delivery with a 27.85% CTR and an average cost per click of $0.44. While this campaign had the strongest CTR overall, the “RES l DEST l Low l Town of Vail l Vail HV” campaign generated 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. From an ad group and keyword perspective, we saw the strongest improvement when similar messages were in market on social, display and video. For example, the “restaurants” and “shopping” ad groups saw spikes in search and click volume when the Dining Carousel and other food/beverage related content was live on social against Super Boomers and Active Professionals. Although we did not push any golf related content out through any of the digital channels, we saw a signiﬁcant spike in golf searches beginning in early August and tapering off in mid September. Similarly, we saw event related keywords spike signiﬁcantly in mid August through Labor Day, when the event pre-roll spots were running on YuMe and Hulu. PAID SEARCH Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] The Summer Carousel, which was new to the social campaign this year, served more than 4.1MM impressions to a national audience for three weeks until completing delivery on 5/31. When looking at the carousel performance, which featured 5 images of summer activities in Vail, the overall ad drove a 0.88% CTR and a 1.41% engagement rate. The ﬁrst carousel card, which was an image of the ropes course, drove the highest CTR, followed by the third card (water tubing image), the ﬁfth card (horseback image), the fourth card (hiking image) and then the second card (biking image). At a demographic level, both women and men ages 45-54 were most likely to click on the carousel ad with a 1% CTR overall; women and men ages 25-44 all generated a 0.83% CTR with the ad. Additionally, it was nearly exactly equal between women and women, with women generating a slightly higher CTR at 0.89% compared to 0.88% for men. From a DMA standpoint, Washington D.C. had the strongest CTR at 1.16%, followed by New York at 1.02% and then San Diego and Miami followed closely behind at 0.98%. When looking at DMA performance, all of our destination markets performed within the top 10 markets from a national scale. PAID SOCIAL Start Now Are you still here? Join thousands of Datorama users in the New Platform! Try it now, as the Old Platform will be retired soon ConcertDealsGeneralHikingKayakingNightlifeRaftingRestaurantShoppingVail MountainVail OnlyVail ResortVail Vacations0K 100K 200K 300K 0K 5K 10K 15K 0 % 5.00 % 10.00 % 15.00 % $0 $2 $4 $6 Impressions Clicks CTR CPC PPC Adgroup Overview FALL INCREMENTAL HIGHLIGHTS With the launch on 9/18, Pandora delivered more than 3.M impressions in the campaign’s four weeks activity, generating nearly 4K clicks for a 0.19% CTR overall between Super Boomers and Active Professionals. Super Boomers outperformed with a 0.23% CTR in comparison to a 0.16% CTR for the Active Professionals. On top of our audience targeting, we layered in three additional behavioral targeting segments to each of the audiences: Foodies, Casual Travelers and Frequent Travelers. Of the behavioral targeting segments, the Foodies targeting drove the highest click volume and strongest overall CTR of 0.23%. The Foodies targeting for Super Boomers completed at a 0.32% CTR and Active Professionals with a 0.18% CTR. The Foodies audience was deﬁned as, “listeners interested in cooking and entertainment and gourmet recipes and purchasing cookware, specialty meats and cheeses, and wine.” PANDORA The incremental paid search efforts delivered more than 164K impressions delivered, generating more than 7K clicks for a 4.78% CTR and a $2 CPC — both surpassing the establish benchmarks for PPC. The Restaurant Week ad group, which ran for the week prior to the event drove the strongest CTR for a 20.85% CTR and the cheapest CPC at $.0.46. Of this ad group, the “vail restaurant week” keyword terms drove nearly all of the click volume for a 33.5% CTR. Additionally, the General ad group drove the highest click volume for the incremental push, account for 66% of all clicks. Within this ad group, keyword terms around “events” drove the highest search and click volume — “things to do in colorado” and “denver things to do” made up half of the search volume and drove the strongest clicks. PPC Vail Local Marketing District Campaign Wrap-Up Dashboard [4/3-10/15] With the additional spend for Fall focused campaigns, more than 580K impressions were delivered to Super Boomers and Active Professionals in the Front Range, generating more than 5K clicks for an overall CTR of 0.96% between the two audiences. For Super Boomers, Taste of Vail was the top performing campaign with a 2.59% CTR and Fall in Love was right behind that at a 2.36% CTR. The post for Vail/Beaver Creek Restaurant Week was the least performing ad for both audiences, generating a 0.76% CTR for Super Boomers and a 0.24% CTR for Active Professionals. Similar to the Super Boomers, the Taste of Vail and Fall in Love campaigns were the top performers for this audience. Fall in Love drove the highest CTR for Active Professionals at 1.41% CTR and Taste of Vail with a 0.91% CTR. PAID SOCIAL FALL KPI SNAPSHOT 0.19% CTR Pandora 3.7MM Impressions Total 0.96% CTR Paid Social 4.78% CTR $2.02 CPC PPC 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]