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Home My WebLink About01. VLMDAC-DEC21-Presentation.pdfVLMDAC BOARD MEETING DECEMBER 21, 2023 Agenda I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail II. MINUTES APPROVAL ●Action Requested of Board III. INFORMATION & DISCUSSION UPDATES ●Programmatic Media Capabilities and Strategy (90 minutes), Miles Partnership ●Data Driven Marketing Roadmap Update (40 minutes), BAAG ●Vail Brand Update (5 minutes), Liz Gladitsch, Town of Vail ●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 November 21 minutes. PROGRAMMATIC MEDIA CAPABILITIES AND STRATEGY 1.Programmatic Media Overview 2.Current State of the Industry 3.Ad+Genuity’s Approach •Supply Path Optimization (SPO) •Supply & Data Partnerships To d a y What is Programmatic? Employing an automated technology infrastructure to buy advertising Direct Manual Work with Sales Rep Insertion Orders Fixed pricing More expensive More Publisher Focused Programmatic Automated Work in DSP Real Time Bidding (usually) Dynamic pricing (usually) More cost efficient More Audience Focused How to buy digital media Finding Your Audiences Across the Web Programmatic Targeting Strategies Wide Scale Adoption •Efficiencies •Scale •Advanced Targeting •Optimization Programmatic Advantages What Does Programmatic Advertising Look like? If media can be bought programmatically, we can buy it via Ad+genuity •Deep understanding of travel industry & travel KPIs •Lower costs than other managed service providers •Real-time reporting •Transparency •Specialized deals Ad+Genuity Advantages Ad+G Media Approach Format InventoryTargeting who what where Developments & Challenges Current State of the Programmatic Industry The Programmatic Landscape Agency Advertiser Audiences It’s Messy Untangling the Mess Trend Alert: Supply Path Optimization Supply Path Optimization (SPO) What is it? Process of consolidating & streamlining programmatic supply sources Why do it? ✔Reduce supply intermediaries = reduce ad tax ✔Reduce ad fraud and brand safety issues ✔Improve overall inventory quality ✔Increase transparency ✔Closer relationship with SSPs ✔Increase buying power with individual SSPs ✔Improve long-term KPIs ✔Reduce carbon footprint Ad+Genuity Approach SPO & Partnerships How to Implement SPO Algorithmic Approaches •Employ DSP tools to automatically reduce number of “hops” in each transaction and limit buys to transparent inventory Manual Approaches •Establish partnerships with key Supply Side Platforms (SSPs) •Reset default campaign settings from ALL exchanges to a select few •Replace Open Exchange inventory with *Deals* Types of Programmatic Deals “Deals” with a Deal ID In some DSPs all deals are grouped in the Inventory Directory under Private Marketplace Open Exchange (Not a deal, no Deal ID) Benefits of Using Deals •Curated inventory •Easier spend tracking & application of discounts •Seller more responsible for performance & optimizations •Option to ”bake in” targeting Ad+Genuity Deal Taxonomy Types •Evergreen deals: always-on & usable across most clients •Client- or campaign- specific deals: usually with custom audience data baked in or PG Formats •Display •Native •OLV (instream/ outstream) Categories (what’s "baked into the deal") •Run of Network (RON): many domains, essentially replaces Open Exchange, best for layering other data on top •Direct: 1:1 deal with specific publisher •-Contextual: inventory is filtered by contextual category (News, Food, etc.) •-Audience: audience targeting is baked into the deal •-Performance: inventory is filtered/optimized by seller against a specific KPI •-Geo: geographic targeting is baked into the deal, typically for international •CTV / OTT •Audio •Special/Rich Media •DOOH Some Examples of our Evergreen Deals Buyers select the best mix of deals for every campaign we run We have over 500 evergreen deals available to activate Deal ID SSP/ Exchange Partner Format Category Description ENPi9 Sharethrough Sharethrough Native RON-Performance High CTR OX-XPT-dMvKw a OpenX OpenX Display RON-Geo Germany 1R-RX1-43805-2 0220506956112 Nexxen Nexxen Display RON-Audience Travel Intenders 1654574 Xandr Audigent OLV RON-Audience Beachbound Travelers (cookieless, predictive) 73806232023991 Index Exchange Raptive Display RON-Contextual Food/recipe sites tlx-43747 TripleLift TripleLift Native RON-Contextual Minority-owned websites (DEI) 72620226IX515 Index Exchange Wunderkind Display RON Post-Content Ads, Non-Intrusive, High CTR SCR-MIL-00001 Freewheel WB-Discovery CTV Direct MAX Direct Publisher Deals •Deals are direct with publishers, run through a 3rd party SSP/exchange •Pros: ✔Premium, in-demand inventory often not available in public exchanges ✔Avoid direct IO minimums ✔Sometimes can access publisher 1st Party data (bake into the deal) •Cons ✔Typically higher CPMs ✔Smaller scale (layering additional targeting may not perform) Ex a m p l e s o f o u r Ev e r g r e e n D i r e c t D e a l s CT V / O T T Other types of Partners •Audience •Contextual Supply (Inventory) •SSPs / Exchanges •Networks •Direct Publishers Data (Targeting) Audience Data ID-based targeting Demographic Interest/Intent Past Purchases Geo-Location History TV Consumption (ACR) Contextual Data Site / Domain Level Category Page / Content Level Approximated or Predictive Audiences Emotional Weather Triggered Non-ID Based targeting Also used for brand safety! There are 2 main ways we apply data to programmatic tactics: •Baked directly into a deal ✔Higher match rates ✔Higher win rates ✔Reduced data fees, lower overall costs ✔Stronger performance •As segments, layered on top of other deals through the DSP ✔More flexible ✔More transparency ✔Less upfront coordination / troubleshooting Using Data RON-Audience Deals RON-Contextual Deals Looking Ahead •Testing new approaches & strategies = low cost, high reward •Expanding SPO Agreements and other partnerships to encompass more value test learn Iterate Q&A DATA DRIVEN MARKETING ROADMAP UPDATE Roadmap Background ●Began our partnership in late 2020 with the development of a 3-year “Data-Driven Marketing Roadmap” ●Roadmap built based on assessment of capabilities at that time and began with a high-level plan for each time period Roadmap Background Beyond the high-level goals, a detailed (living, evolving) plan was developed and tracked against for the past 3 years Roadmap Background This led us to a new assessment of capabilities at the end of 2023 Need for a Roadmap ●Multi-year view of the capabilities, technology and processes to evolve personalized and targeted marketing ●Move away from “point in time” investment decisions to a 3-year vision that drives prioritization ●Establishing and communicating a vision to stakeholders is the most critical purpose of the roadmap ●The roadmap a dynamic document that is constantly revisited ●BAAG owns the roadmap development process but all partners own the delivery Business Objectives 1.Drive responsible year-round revenue growth in Vail by targeting overnight 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. 2.Build Loyalty: Grow database and use data to better understand guest to enhance engagement & loyalty. 3.Optimize Visitation: Target high net worth guests, maximize longer stays and higher spend, gain greater understanding of customer through research. 4.Take an iterative approach to leverage small investments to show ROI and inform larger investments Roadmap Building Blocks Maturity Assessment - A New Lens Our goals and expectations are different now than they were 3 years ago Current State Summary Roadmap Timeframes & Objectives Roadmap Timeframes & Objectives Roadmap Timeframes & Objectives Roadmap Timeframes & Objectives VAIL BRAND UPDATE TOV UPDATES VLMDAC Board Openings Board Openings There are four positions available for two-year terms, from January 1, 2024 and expiring December 31, 2025. Application Form Applications Due: Friday, December 8, 2023 Interview Date: Tuesday, December 19, 2023 Positions to reapply/interview: -Jana Morgan -Lauren Barotz -Jonathan Reap -Vacant Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, January 18, 2024, Grand View Room Roadmap Summary Roadmap (Page 1/2) Roadmap (Page 2/2)