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D igital Marketing Mix
16 Apr 2018 - 29 Apr 2018
Objective: Awareness
Flight Dates: 4/16 - 9/16
Audiences:
Destination Families +
Teenagers
Super Boomers
Front Range (all audiences)
Primary KPIs:
Video Completion Rate
(VCR)
Secondary KPIs:
Click Thru Rate (CTR),
Social Engagement Rate
DIGITAL VIDEO PERFORMANCE
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%.
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.
Our mobile AI partner, Cluep, is avering a 2% click-thru rate (CTR); their average CTR performance across all verticals is a 1.5%.
For reference, last year's digital performance completed delivery at a 0.18% CTR.
Destination teenagers are exceeding the VCR benchmark by +31%.
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
The brand videos are surpassing the social media VCR benchmark by +3%.
Currently, we're pacing at a 87% VCR; the benchmark for social is 85%.
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.
Historically, we see low CTR performance when running video campaigns on social.
Social video performance is already surpassing the final results from 2017 efforts.
The optimization this year to run across both Facebook & Instagram for all audiences has led to an improvement in VCR performance.
PERFORMANCE COMPARED TO BENCHMARKS
PRIMARY KPIs SECONDARY KPIs
DELIVERY OVERVIEW
Total Impressions Total Video Views Total Clicks
DIGITAL MEDIA FLIGHTING
DIGITAL MEDIA GLOSSARY
Impression - The number of times an ad was deliver in an online environment
Reach - The total number of people who saw an ad
Click - When a user clicks on an ad unit and is directed to the advertiser's website
Click-thru Rate (CTR) - The percent of users who saw an ad and clicked on it (calculated as: clicks / impressions x 100)
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)
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)
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