HomeMy WebLinkAbout01. VLMDAC August Meeting PresentationVLMDAC BOARD MEETING
AUGUST 17, 2023
Agenda
I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail
II. MINUTES APPROVAL
●Action Requested of Board
III. INFORMATION & DISCUSSION UPDATES
●2024 Operating Plan & Budget (90 minutes), Town of Vail and Partner Group
●2024 Campaign Update (15 minutes), 970 Design + Lumenati
●July Lodging Report & Insights (10 minutes), Miles Partnership
●Summer Campaign Report & Insights (10 minutes), Miles Partnership
●Town of Vail Updates (5 minutes), Town of Vail
●Other Business
●Adjournment
FINANCE UPDATE
MINUTES APPROVAL
Minutes Approval
Action requested of board to approve the July 20 minutes.
2024 OPERATING PLAN & BUDGET
2024 Goals & Priorities Update
Drive responsible year-round revenue growth in Vail by targeting guests who stay longer and spend more,
while effectively communicating community and brand values. Areas of focus include increasing mid-week
and lower demand time period stays. Key Performance Indicators (KPIs) include lodging occupancy and
lodging and sales tax revenues. The priorities below all support the overarching business goal.
Business Goal
Target high net worth
guests, maximize
longer stays and
higher spend, gain
greater
understanding of
customer through
research.
Optimize
Visitation
Grow database and
use data to
understand our guest
to enhance
engagement &
loyalty.
Grow Database +
Build
Relationship
Develop and deliver
upon a brand position
that reflects
community values,
differentiates Vail
in ways that build its
competitive edge, and
inspires all to care for
Vail.
Destination
Stewardship
Position Vail as the
Premier International
Mountain Resort
Community and work
with community
partners to define,
support and deliver
on the brand.
Brand
Positioning
V D S B
2024 Preliminary Goals
May - Oct
Timeframe
2019
Results
2020
Results
2021 Results 2022
Results
2023
Forecast
2024
Preliminary
Budget
2024
Preliminary
Goals
4% Sales Tax $9,853,122 $8,889,947 $13,674,538 $14,222,156 $13,182,171 $13,609,221 Down 1% from 2023
forecast, flat with
2022 YTD actuals
1.4% Lodging Tax $931,499 $827,522 $1,482,956 $1,457,425 $1,338,457 $1,379,226 Flat to 2023
With Marriott
Down 2% from 2023
Without Marriot
Occupancy 45.0%30.3%45.1%43.2%43%NA 2023 goal: 45%
Group Occupancy 24.7% 4.3%14.7%24.1% 24.1%
(estimate)
NA 2023 goal: 25%
Goals for discussion:
-Group occupancy during low demand timeframes
-Non-Winter mid-week occupancy
2024 Proposed Budget
2024 Revenue Projection $ 5,430,000
●2024 Lodging Tax collections projected conservatively. Revenue is forecasted
down 2% for next year, but is anticipated flat due to the new Marriott
●$5.4M is flat with 2022 Actuals and flat with the 2023 forecast
●Revenue forecast will continue to be monitored and adjusted through budget
process
Total VLMD Budget for 2024
Scenario A : $5,418,582
●Marketing Budget: $5,168,582
●Contingency: $250,000
●No use of Reserves
○
Scenario B : $6,289,066
●Marketing Budget: $5,180,000
●Contingency: $250,000
●Use of Reserves: $804,066
Budget and Reserves Comparison
NOTE:
2023 Budget utilized
reserves transferring to
General Fund of $1.4M:
- Events: $1.2M
- Steward Vail: $200K
46%48%
2024 Proposed fund
balance based on
budget Scenario A of
$5.4 million.
Scenario B uses
$804,066 of the
$1.2 million in
reserves available
to keep fund
balance above 25%
Historic Budget Breakout by Category
Budget Summary 2019 %2023*%2024 %2024 B %
Other 24,034 0%127,000 2%123,200 2%223,200 4%
Contingency 44,000 1%250,000 5%250,000 5%250,000 4%
Branding 77,200 1%787,050 14%580,500 11%762,000 12%
Research 147,578 3%78,050 1%123,805 2%123,805 2%
Photo/video 144,100 3%557,475 10%365,200 7%390,200 6%
Fees 450,000 8%573,475 11%655,767 12%687,878 11%
Data Systems 347,000 6%444,545 8%500,227 9%525,227 8%
Drive Overnight &
Out-of-state visitation
Destination 1,270,500 23%908,920 17%1,041,500 19%1,231,500 20%
FR Overnight^271,500 5%415,880 8%461,000 8%461,000 7%
International 185,000 3%126,500 2%127,300 2%185,875 3%
Groups 680,738 12%300,705 6%306,220 6%314,100 5%
Public Relations 85,000 2%140,500 3%116,500 2%156,500 3%
Social/influencers 69,500 1%173,850 3%172,153 3%199,931 3%
Website 53,000 1%359,950 7%384,850 7%384,850 6%
Email 5,850 0%202,840 4%210,360 4%338,000 5%
TOTAL 3,855,000 5,446,740 5,418,582 6,234,066
-*2023 excluding one time
$1,400,000 transfer to General
Fund
- ^FR Overnight 2023 & 2024
inclusive of winter lodging
campaigns
-Other =
- 2019: Vail App
- 2023+: Michelin, In-Market
DMO conferences
-Fees
- 2023/2024 inclusive of new
Lodging Liaison
- 2024 inclusive of
inflation adjustment
- Not inclusive of fees
associated with our
owned channels
(email,web, social) or data
GOAL BASED SHIFTS
Brand and Campaign
Item Status &
Priority
KPI Scenario A Scenario B
2024 Campaign
Experiential Activation
New /
One Time
S B
A:Campaign awareness to
enhance visitor experience and
brand engagement
A/B: Grow social media
channels with original content
$20,000
A: Consultation and design
hours for events activations
for Discover Vail events such
as Mountain Games,
America Days, Revelry, etc
$55,000
A/B: “Are you ready to
go?”
Youtube series to create
engaging campaign
content for social media
and website.
2025 Brand Launch and
Campaign concept and
production
New /
One Time
V D S B
Increase Adara impact YOY 24
vs. 25
Increase brand perception YOY
24 vs. 25
$250,000
Slight build off of 2024
campaign and integrate new
brand plus launch production
$350,000
New campaign concept
and brand campaign
launch production
Board Strategy:
Mission/Vision/Values
New /
One Time
S B
Create board mission for VLMD
to guide strategy
$10,000
Board retreat and facilitator
Same as A
In-Market Brand Launch New /
One Time
D S B
Local business participation
Community feedback and
participation
Awareness question to be
added to community survey
$99,500
Business awareness kick-off
Community awareness
campaign
Design and production of
Round about banners
Town signage
$131,000
Enhanced and increased
based on other efforts
relating to in-resort,
media, PR, etc
V D S B
Stewardship Roadmap Implementation
*Other stewardship initiatives are woven into existing budgets and projects including new brand, 2024 campaign, etc.
Item Status &
Priority
KPI Scenario A Scenario B
In-Market and owned
channels awareness
campaign
Start /
One Time
D S B
A/B: Increase web traffic to
sustainability/stewardship
pages
A/B: Guest and community
awareness
B: in-resort video and/or
installation user engagement
metrics
$45,000
Produce campaign to
highlight destination
stewardship priorities and
deploy in-market and
across owned channels
$190,000
Scenario A + larger
in-resort installation and
small local media buy with
video production and
experiential activations
Diversity, Equity and
Inclusion (DEI) Strategy
Start /
One Time
D S B
Build DEI strategies to
support the stewardship
roadmap, embracing and
communicating with diverse
audiences
$25,000
Building a DEI collective
impact model, establishing
DEI principles and
developing a vision/
commitment statement
Same as A
Winter
Item Status &
Priority
KPI Scenario A Scenario B
Media Campaigns (Early
and Late Season Promo)
A: Continue
B: Enhance
V
Reach, landing page visits,
clicks to book direct
Hotel searches, bookings
and revenue as measured by
Adara
$126,000 $136,000
Inflation, additional
instate support via CTO
digital properties
SEM Start
V D
Site traffic, CTR, CPC $15,000 $15,000
Content capture Continue
B
Winter photo/video library
increase
$100,000
Create assets that can be
used in winter campaigns
Same as A
*Pending discussion with Vail Mountain to best complement
Website
Item Status &
Priority
KPI Scenario A Scenario B
Brand Visual Identity
Implementation
Start /
One-time
B
User Experience and
Engagement Metrics.
Growth in brand recognition
among all Vail customers.
$40,000
Implement the new brand visual identity
across the website including reskinning
and redesigning various website elements
Same as A
Website Reporting Enhance
V D
Website engagement - users,
sessions, engagement rate,
engaged sessions/user,
average engagement time,
events/session, conversions
$28,560
Monthly reporting on site traffic, with a
deep dive into organic traffic and keyword
performance
Same as A
Blog Content and
SEO
Enhance
V D S B
Maintain/increase organic traffic
to blog pages, engagement
rate, average engagement time,
partner referrals, conversion
rates, keyword rankings on
branded keywords, page 1 and
position rankings
$98,920
Content strategy, plan development and
monthly blog creation and optimization
Same as A
Content: Owned Channels
Item Status &
Priority
KPI Scenario A Scenario B
Organic Social Media
(FB & IG)
Enhance
V D S B
Increase channel audiences,
engagements/engagement rate, video
views; maintain/increase clicks to site;
integrate UGC, integrate with overall
content plan to distribute new content
$43,820: Mgmt
$21,700: Strategy
$14,900:
Boosts/Platforms
Same as A
YouTube Enhance
V D B
Increase video distribution, views,
video engagement, grow channel
audience and engagement, web clicks
$8,400 Same as A
Influencer Program Enhance
V D B
Increase engagement and content
sharing while driving more followers to
@DiscoverVailCO
$83,333 TBD Addition
of new platform, Trip
Scout, to expand
content produced
$111,111
Increase in program
with another
influencer
CRM and Email Content A: Continue
B: Enhance
V D S B
CTR, engagement, integrate with
content plan
$31,360 $42,000: increased
segmentation
CRM
Item Status &
Priority
Goal / KPI Scenario A Scenario B
E-newsletter strategy and
execution
A: Continue
B: Enhance
V D S B
# of campaigns sent
Click rate
Unsubscribe rate
$154,000
Steady-state with slight
growth for larger database
$231,000
Hyper-personalization and
additional campaigns
Hyper-Personalized
Content Versioning
Enhance
V D
Click rate
Unsubscribe rate
$40,000
Leverage ChatGPT for content
versioning to support
hyper-personalization in email
and potentially other channels
Media
Item Status &
Priority
KPI Scenario A Scenario B
Advertising Agent Fees Enhance
V
On-time, on-budget account
management; thought
leadership and strategy
development; effective
negotiations, vendor
relationships
$194,267
Account management and
media
$218,156
Account management
and media (higher
media budget per
scenario B)
Front Range / Drive
non-Winter
A: Continue
B: Enhance
V D S B
Reach, CTR, video and
audio completion rates,
landing page visitation, site
and content engagement,
goal conversions
$310,000 $325,000
Inflation, instate support
via CTO digital
properties
Destination / Fly non-Winter A: Continue
B: Enhance
V S
Reach, CTR, video and
audio completion rates,
landing page visitation, site
and content engagement,
goal conversions
$960,000 $1,000,000
Inflation, additional
social video support
and always-on SEM
International Media A: Continue
B: Enhance
V S
Reach, CTR, landing page
visitation, site engagement,
goal conversions
$34,300
Consulting with Sylvia
$72,875
Inflation, consulting;
extended + additional
program support
In-Market
Item Status &
Priority
Goal / KPI Scenario A Scenario B
Drive newsletter signups
in-market
Start
D
# of Newsletter signups $10,000
Strategy, signage, staffing,
giveaways, etc to drive
on-venue activation for
newsletter signups
Same as A
EGE Airport in-kind
Marketing Production
Start
S B
Brand Positioning $5,000
Digital graphic for display in the
EGE Airport
$20,000
Digital graphic plus
wall activations,
additional video edit
w/ emphasis on
subtitles
Research
Item Status &
Priority
KPI Scenario A Scenario B
Brand Perception Start
B
Brand perception increase $50,000
Brand perception study. This
will be an added ongoing
cost for a continued,
consistent analysis of Vail
brand perception
Same as A
Data Strategy
Item Status &
Priority
Goal / KPI Scenario A Scenario B
Analytics Center of
Excellence to support
partner group
Enhance
V D S
Data & Relationships
Partner and VLMD
dependence on centralized
analytics to provide
performance measurement
and customer behavior
insights
$151,800
Fold in analytics support for
channels beyond
CRM/Database as well as
additional data sources like
Rove, KeyData, Adara, etc.
Same as A
Strategic Data Partnership A: Continue
B: Enhance
V D S
Data & Relationships
Efficiency and effectiveness
of marketing spend
Growth in breadth and depth
of customer database
$143,000
Growth of data-driven
marketing capabilities per
roadmap (Roadmap still to be
developed)
$168,000
Additional efforts on
in-town activation
across channels
Public Relations
Item Status &
Priority
Goal / KPI Scenario A Scenario B
Domestic PR A: Continue
B: Enhance
B
-Drive awareness/inspiration
for booking a visit to Vail.
-Percentage of
coverage/engagement w/target
media list.
-More than 2 dozen inclusions
of DiscoverVail.com in stories
$116,500: Expenses $156,500: Expenses
International PR A: Continue
B: Enhance
B
-Drive awareness/inspiration
for booking a visit to Vail.
-Attendance and coverage of
in-market activation and press
trip
$93,000: Expenses $113,000: Expenses
2024 Operating Plan
August 17: Request for Board Feedback
-Request additional detail on areas of question
-Provide direction on Scenario A vs. Scenario B or combination
September 7: Request for Board Approval
-Final operating plan to be voted on at September 7 special meeting of the VLMDAC
2024 CAMPAIGN UPDATE
2024 Campaign Update
Update presented at time of meeting.
JULY LODGING REPORT & INSIGHTS
July 2023 Lodging Campaign:
Drive Market Specials
●Starting July 1, we began to run ads in key drive
markets (Colorado, New Mexico and Utah)
promoting the up to 20% off lodging message
●Supported in Digital Display, Paid Search and Paid
Social
○Complemented by 50% non-lodging messaging
in same markets and 100% in fly markets
July 2023 Lodging Campaign
Destimetrics
Key takeaways:
●July gained +10.2% as an absolute measure of occupancy in July
○Bookings made in July for July were up +5.9% in absolute
variance vs those made last year in July for July
●August gained +10.2% as an absolute measure of occupancy in July
○Bookings made in July for August are up +2.0% in absolute
variance vs those made last year in July for August
Since the last report (07/15), bookings activity for July 1 through January
31 has yielded a net of +14,598 or +14,598 new bookings. This level of
net booking activity has increased +11.9% (-0.9% last report) from the last
report (+13,051)
July 2023 Lodging Results
July 2023 Lodging Campaign
During the campaign timeframe, digital tactics drove:
6,714
Hotel
Searches
194
Hotel
Bookings
$129k
Hotel
Revenue
Season Investment
Hotel
Searches
Hotel
Bookings
Cost/
Booking
Hotel
Revenue
Early Winter 2022* (11/8-12/4)$94k 11k 301 $312 $370k
Late Winter 2023 (3/19-4/22)$39k 9.3k 221 $176 $172k
July 2023^$16k 6.7k 194 $82 $129k
*Halo of Vail Resorts early season activity
^Campaign complemented by general awareness activity as well
Source: Adara
Average length of stay = 4 nights
●47% of travelers are parties of 3, staying an average of 3.3
nights
○33% are solo travelers staying an average of 4.2 nights
July 2023 Lodging Campaign
Source: Adara
July 2023 Campaign:
Drive Market Lodging Specials
●Through July 31, we have spent $16.2k for over 2.2 million impressions
generating 21k clicks to the site and 444 clicks to Book Direct
Tactic Investment Impressions Clicks CTR CPC
Book Direct
Clicks
Digital Display Ads $4.3k 667k 763 0.11%$5.89 4
Paid Search (SEM)$7.8k 78k 13,602 17.47%$0.57 406
Paid Social $4.1 1,509k 7,316 0.48%$0.55 34
TOTAL $16.2k 2,254k 20,997 0.93%$0.77 444
^Campaign complemented by general awareness activity; numbers are all-inclusive
Lodging Campaigns: Fall and Early Winter
●Fall Lodging campaign
○8/28-10/14 in Drive markets
○Dedicated campaign via shifted budget from Winter
●Early Winter Lodging campaign
○Discuss
■Timing: 10/30 -12/11 to impact 11/10-12/18?
■Imagery?
Lodging Campaigns: Future Insights
●Planning for the future -
○Dedicate budgets to lodging campaign windows
○Continue digital display tactics for awareness value
○Reprise Colorado.com activity and add CTO in-state newsletters to
capture predisposed visitors
○Configure a P-Max (SEM) into a lodging specific campaign to optimize
only towards booking conversions.
○Consider integrating lodging imagery into executions
■Combine with other imagery in social carousels, HTML5
SUMMER CAMPAIGN REPORT & INSIGHTS
Summer Ad Campaign thru July
●Campaign launched in social media and search in April, with all
channels fully launched in May
○Goal to increase awareness and consideration, integrate more into the
tourism landscape via native and partnership placements
4/1-7/31/23
Paid Traffic to Site
207.8k new users
60% of traffic
Summer Ad Campaign thru July
Digital
●All Digital channels have generated over 36 million impressions
across all in-market channels including:
○Programmatic Display, Native Display, Pre-Roll Video, CTV/OTT,
Rich Media, Streaming Radio and Digital OOH
Impressions
36,028,452
CTR*
0.32%
Clicks
116,542
*Industry average: .08%
5/1 - 7/31/23
Summer Ad Campaign thru July
Display/Native
●Digital Display/Native placements have garnered >40k clicks
○Within native placements, Nativo was top performing vendor with a
CTR of .56%
■CTA rate on articles 4.42% vs benchmark: 2.30% - 2.70%
Clicks CTR
Display Banners 6,058 0.14%*
Native 34,390 0.41%^
*Banner industry average: .08%
^Native industry average: .12%
5/1 - 7/31/23
Summer Campaign thru July
Display Creative^
Travel Intender
0.17% CTR
Best performer:
300x250 at 0.24%
HNW Family
0.07% CTR
Best performer: 320x50
at 0.12%
HNW Empty Nester
0.07% CTR
Best performer:
320x50 at 0.09%
*CTR industry average 0.07%
^New creative launched on June 5th
●Travel intender target is seeing strongest performance with the
new couple creative; Gondola family image continues to perform
well
●Pre-Roll video placements delivered
almost 2.9M+ video completions for a
video completion rate (VCR) of 71% -
in line with the industry benchmark
○4,134 clicks to the site for a
CTR of 0.10%
●CTV/OTT placements delivered
1.5M+ video completions for an
average VCR of 98%
●New video spot launched 8/1
Summer Campaign thru July
Video
Summer Campaign thru July
Other Digital
●Rich Media performance via Undertone is
still strong with a CTR of 2%
○Interaction rate was above benchmark
with Page Grabber* performing at 2.50%
and Enhanced Standard^ at 0.79%
○Drove 12% of site traffic May-July
●Streaming Radio via Spotify has delivered 2.2M+
impressions
○Awareness-driven tactic drove 1.2k clicks to the
site for a CTR of 0.05%
■Above benchmark of 0.01% - 0.03%
Summer Campaign thru July
Paid Social
●Paid Social ads ranked #3 for traffic to the DiscoverVail website
April-July, accounting for 21% of traffic - split between traffic and
video campaigns
Landing Page Views (LPV)67,442
Cost per LPV $0.55
CTR 1.19%
Engagement rate 3.27%
*Industry averages: CTR 0.9% and
Engagement rate 2%
4/1 - 7/31/23
Thru Plays 572,565
Cost per thru play $0.03
Engagement rate 123.72%
Summer SEM ads have performed very well for May - July with a low
CPC, High CTR as well as lots of clicks & conversions
●Site engagement from SEM ads is very strong with a low 43% bounce
rate which is 25% lower than the average for the site
●SEM drove 24% of site traffic which is the most of any channel
Summer Campaign thru July
Paid Search (SEM)
* Current SEM industry standards source:
https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
67k
Clicks
$0.41
CPC
19%
CTR
*benchmark 4.3%
39%
Events
24%
TTD
●Audiences
○The Travel Intender audience continues to
be the top audience - performing above
benchmark across all tactics
○HNW Family + Empty Nester have
performed moderately well, but have
struggled to gain traction since the
campaign as launch
●Markets
○Top Destination markets by tactic include:
■Display/Native: New York, LA,
Chicago, Seattle
■Online Video: New York, LA, Chicago,
Seattle
■CTV: New York, LA, Chicago, Dallas
Summer Ad Campaign
Key Takeaways
Source: Adara Impact
Summer Ad Campaign
Key Takeaways - Adara Impact
●Bookings reported in Adara shows a 50% growth YoY from users with
HHI $250K - $300K.
●While the HHI $75K-$100K segment saw YoY growth, it was minimal at
around 15%.
2022 HHI Distribution*2023 HHI Distribution
*Data is from April - July 2022
Summer Ad Campaign
Key Takeaways - Adara Impact
●Age distribution was similar YoY with bookings reporting in Adara
primarily coming from users ages 40-49.
●Users A30-39 had a significant increase YoY from roughly 20% of
bookings to 30% in 2023.
2023 Age Distribution2022 Age Distribution*
*Data is from April - July 2022
●Fall creative is launching this week in Destination EGE markets
(NYC, Dallas, Miami, Chicago), followed by Drive markets at the end
of month
○50% of activity in fly markets toward EGE message
○Lodging deals will be supported in Drive markets as well with
dedicated effort 8/28-10/15
Fall, Air and Lodging Campaign
TOV UPDATES
Thank you!
Thank you!
Upcoming Meetings:
VLMDAC Special Board Meeting, Thursday, September 7, 2023, Virtual
VLMDAC Board Meeting, Thursday, September 21, 2023, Grand View Room
VLMD Meeting, Tuesday, September 19, 2023, Vail Town Council Chambers
APPENDIX
VLMD Operating Plan / Milestones
2024 Planning Timeline
●7/11 Second Partner 2024 Planning Session
●7/18 Town Council meeting, first look at 2024 TOV budget – flat to 2023
●7/20 VLMDAC Meeting: 2024 Budget discussion – secure board direction on
priorities
●8/17 VLMDAC Meeting: Present Draft Operating Plan for Town Council on
9/19
●9/7 VLMDAC Special Meeting Operating Plan FINAL: Virtual
●9/19 Town Council Meeting: Present and adopt 2024 Operating Plan
●9/21 VLMDAC Meeting
●10/19 VLMDAC Meeting
●11/7 Town Council Election
●11/16 VLMDAC Meeting
●12/5 Town Council Meeting: Present final budget
●12/5 or 12/19 VLMDAC board seat interviews at Town Council
●Jan. 2024: New Town Council sworn in
July 2023 Lodging Campaign:
Digital Display
●Digital display has produced 763 clicks and 4 conversions so far
○Performing 38% above CTR benchmark and has a good conversion
rate at 0.52%
○Top performing ads were the Village 300x600 and 300x250 at 0.64%
and 0.18% respectively. Both were from the Travel Intender audience.
●Note: General campaign is performing better with an average CTR of .15%
Impressions Clicks CTR Book Direct
Clicks
Conversion
Rate
667,020 763 0.11%4 0.52%
*.08 CTR
benchmark
July 2023 Lodging Campaign:
Paid Search (SEM)
●Paid Search has produced 13.6k clicks and 406 book direct clicks
○Started with static and Google Performance Max (P-Max) tactics
■Very strong CTR and conversion rate
■Performing well with CPC of $0.58 (industry average $1.53)
■Static promo campaign is generating the majority of lodging clicks
■Shifted P-Max effort to general on 7/14, generating a higher velocity of
conversions for the promo campaign in the second half of the month.
■Dynamic Search ad surged in the 2nd half of July to drive the most clicks
(4,392) and lodging click conversions (218)
Impressions Clicks CTR Book Direct
Clicks
Conversion
Rate
77,863 13,602 17.47%406 2.98%
*4.32% CTR benchmark
July 2023 Lodging Campaign:
Paid Social
●Paid Social has produced almost 6k landing page views and 34
conversions
○Low CTR, but quality clicks, as conversion rate is good
Impressions Landing Page
Views
CTR Book Direct
Clicks
Conversion
Rate
Engagement
Rate
2,241,900 5,834 0.48%34 .58%1.25%
*.9% CTR benchmark
*2% Engagement Rate Benchmark
●Streaming Radio via Spotify delivered
2.2M+ impressions so far
○Awareness-driven tactic still drove
1,181 clicks to the site for a CTR of
0.05%
■Above benchmark of 0.01% -
0.03%
○All Destination markets are performing
roughly the same with CTRs between
0.04 - 0.06%
■Chicago, Denver, San Francisco
and Seattle are the top markets
with CTRs of 0.06%
Summer Campaign thru July
Audio
Summer Campaign thru July
Nativo
4.42% CTR*
0.38% CTR*
*Average of all 3 articles/traffic drivers
●Rich Media performance was strong with a CTR of 2%
○Interaction rate was above benchmark with Page Grabber*
performing at 2.50% and Enhanced Standard^ at 0.79%
○New tactic for VLMD, drove 11.5% of site traffic May-July
Summer Campaign thru July
Rich Media
Page Grabber demo
Enhanced Standard demo
*PG Interaction Rate benchmark: 1.15 - 2%
^ES Interaction Rate benchmark: 0.40% - 0.60%