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Digital Marketing Mix
16 Apr 2018 - 27 May 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
KEY HIGHLIGHTS
All digital efforts continue to meet and/or exceed the established overall benchmarks for both
primary and secondary KPIs.
Digital video is up +15% with a 89% VCR in comparison to the 77% VCR that the 2017
efforts drove at the end of May last year.
Social video is up +10% with a 85% VCR in comparison to the 77% VCR that the 2017 efforts
drove at the end of May last year.
"Best Available Rates" is driving the strongest action among Family and Boomers audiences
The :08 videos to destination teenagers are strong drivers of video completions and clicks for both
digital video and social.
Premium inventory with SpotX (e.g., Spotify, Vevo and DirecTV) is averaging a 98% VCR and
0.73% CTR among this audience.
The Instagram Stories have improved the social video CTR by +450% -- improving from .02%
prior to launch to 0.11%.
More engaging social units like the Instagram Stories and the Canvas ad have driven a 700%
increase in social CTR month over month.
With more than 11M impressions delivered through the end of May, we are pacing at 51% of the
digital video delivery.
We front-weighted delivery in April, May and June to impact summer travel among our destination
audiences.
With the shift in strategy to focus on higher quality video engagements and placements, 20M
impressions were purchased for digital video efforts.
The Retail Plan social efforts went live on 6/4.
DIGITAL VIDEO Performance
Comparisons
Overall Campaign VCR
2017: 77%
2018: 89%
Cross-platform VCR:
2017: 79%
2018: 88.5%
Connected TV VCR:
2017: 96.85%
2018: 98.2%
Digital Video CTR:
2017: 0.20%
2018: 0.18%
SOCIAL MEDIA Peformance
Comparison
Video VCR:
2017: 79%
2018: 85%
Video CTR:
2017: 0.02%
2018: 0.11%
PERFORMANCE COMPARED TO BENCHMARKS
PRIMARY KPIs SECONDARY KPIs
DELIVERY OVERVIEW
Total Impressions Total Video Views Total Clicks
DIGITAL MEDIA FLIGHTING
DIGITAL MEDIA GLOSSARY
Are you still here?
Join thousands of Datorama users
in the New Platform!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)