HomeMy WebLinkAbout06. Marketing Mix_April (1)_Page_1Marketing Mix (1 of 2 )
TOWN OFVAIL
Media Plan Parameters
o Objective: Awareness.
o Flight Dates: 4/16-9/16
o Audiences:
a Destination Families+
Teenagers
a Super Boomers
a Front Range (all audiences)
o Primary KPIs:
a Video Completion Rate
(VCR)
o Secondary KPIs:
a Click Thou Rate (CTR),
Social Engagement Rate
PRIMARY KPIs
Digital Video: Video Completion Rate (V..
Impressions
2018 Apr 16 - 2018 Apr 29
Date Interactive Filter
16 APR 2018 - 29 APR 2018 I®
Digital Marketing Mix
16 Apr 2018 - 29 Apr 2018
April Campaign Highlights
DIGITAL VIDEO PERFORMANCE
o Digital video efforts are exceeding the video completion rate (VCR) benchmark by 13%.
• At the end of April, we were averaging a 92% VCR overall; the benchmark for overall VCR is 82%.
a The strong video performance can be attributed to a heavier investment in connected TV, which mirrors the viewing. behavior of traditional TV.
Mobile artificial intelligence (AI) has been a strong digital tactic for driving traffic to the Vail wesbite.
a Our mobile Al partner, Cluep, is avering a 2%click-thru rate (CTR); their average CTR performance across all verticals is a 1.5%.
a For reference, last year's digital performance completed delivery at a 0.18% CTR.
o Destination teenagers are exceeding the VCR benchmark by +31%.
a Performance is currently at a 83% VCR; the average performance among this demographic is a 64% VCR.
• Premium content such as Spotify has been the top environment for teens to view the content.
SOCIAL MEDIA PERFORMANCE
o The brand videos are surpassing the social media VCR benchmark by +3%.
a Currently, we're pacing at a 87% VCR; the benchmark for social is 85%.
o While the CTR is not surpassing benchmark, we expect to see this improve as we add in more engaging post formats such as carousels and the canvas ads.
a Historically, we see low CTR performance when running video campaigns on social.
o Social video performance is already surpassing the final results from 2017 efforts.
a The optimization this year to run across both Facebook & Instagram for all audiences has led to an improvement in VCR performance.
Social Video: Video Completion Rate (VC...
SECONDARY KPIs
Digital Video: Click Thru Rate (CTR)
201%
0.30%
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Social Video: Click Thru Rate (CTR)
Total Impressions Total Video Views Total Clicks
8.61%
Video Plays
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I Impression - The number of times an ad was deliver in an online environment
I Reach - The total number of people who saw an ad
I Click - When a user clicks on an ad unit and is directed to the advertiser's website
I Click-thru Rate (CTR) - The percent of users who saw an ad and clicked on it (calculated as: clicks / impressions x 100)
I 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)
0.35%
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0.02%
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99.65%
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I 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)