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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% OF 0.15 % Social Video: Click Thru Rate (CTR) Total Impressions Total Video Views Total Clicks 8.61% Video Plays 91.39% Digital... 8.36% Social Q. i 91.64% DWWI video Clicks mNh ey Wil Cpnl MW 11 AUI sePbmbar O Ixr Destination Dynamic Famines DIGITAL VIDEO: Mr nTs YUNIG Cross-0ed[e in soorm antl CWnDU Hulu CrustlMce J9ivay(oIHHS MnILttnagers MOBILE MI: Parents LIYPD MCMIe Alpmb'.aXl FYmmf6dry Mlg '.. '.. DIGITAL VIDEO: mailmen Channel FeClnry OffisdeNfR YUn11Le TNPVIPM SqN% CrDss-0CACe NemlYm LpHB1119HetlnH '. '.. '. PL SSWnH SDCIXVN1en IM1mDl Slimek PAID SOCIAL FaCeirroUnMa&am Pmeas C muselaMNtico sb TsonaH¢rs :Maip am VNkn DdLL "' "'. INFLUENCER DIGITALVIDEO YYMe CNndM@In54eam antl CMntt1NN '.. '.. DoYlrvTlm HmL Earge '.. STREAMINGADDIO Panora CrMsaersoe NNb F0.Wellere '.. ". '.. D tlrvaHm RML RariHe PAID SOCIAL FoVIK k aSNtleos antl l'armsM atls Front Range DIGITAL VIDEO CIYPp MCMIe AIVSu AK ylCWrotll�dnH HNu CrWVdeNMdNIVaYbl HHSMnI LeMagtts PAID SOCIAL FaceboWnslaaam :15eaANOn¢atl MNlsN edc 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% So 36% 0.02% OF 0.05 % 99.65% Digital... 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)