TRAVEL OREGON SPRING 2018 MEDIA RECOMMENDATION 3/12/18

Transcription

1 TRAVEL OREGON SPRING 2018 MEDIA RECOMMENDATION 3/12/18

2 PARAMETERS FLIGHTING MARKETS SAN FRANCISCO, SEATTLE, PHOENIX, PORTLAND TARGET The Active Adventurer Buying Demo: A25-54 ASSETS 1x :90 Second Video 4x :15 Second Videos 7x :06 Second Videos OOH Billboards Display Banners 2

3 COMMUNICATIONS APPROACH OUR MESSAGE Inspire individuals to come find happiness off the beaten path, all over Oregon MESSAGING GOALS Engage people in the places and spaces that can underscore the inviting, enchanting nature that is Oregon OBJECTIVES & STRATEGIES MEDIA OBJECTIVE Promote Oregon and all of its beauty through our Only Slightly Exaggerated campaign MEDIA STRATEGIES Raise awareness of Oregon and all of its offerings through large creative canvases and impactful video Spark curiosity through custom content partnerships Drive vacation planning and capture lower funnel demand through travel intent targeting and online travel agency (OTA) partnerships 3

4 MEDIA DETAILS

5 TELEVISION Focus on prime and live programming to drive impact Extend mass reach in culturally relevant TV moments CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE MARKET DETAIL IMP. Broadcast & 3/12/18-46,645,400 Cable Broadcast Networks: ABC, CBS, CW, FOX, NBC Cable Networks: AMC, Discovery, ESPN, Food Network, HGTV, History, TBS, TNT Programming highlights include: Walking Dead (including finale), AZ Diamondbacks (including opening day), Mariners, Golden State Warriors, Trailblazers Post Game Age: A25-54 :15 Videos Market TRP's* Impressions Est. Number of Spots Phoenix ,055, Portland 452 8,277, SF ,263, ,049, * TRP's: Target Rating Points 46,645,400 5

6 CINEMA Leverage the big-screen to present our creative in an impactful way Surround top-blockbusters throughout the March May timeframe "Showcase long-form :90 creative CHANNEL DESCRIPTION FLIGHTS GEO-TARGET TARGETING CREATIVE MARKET DETAIL IMP. Cinema Present powerful :90 creative to a highly engaged and captive 3/16-3/29, Age: A25-54 :90 Video Market # of Screens # of Spots Impressions 2,027,691 audience in an environment that provides an escape from the 4/13-4/26 Phoenix , ,790 realities of everyday life Portland , ,618 SF , , , ,283 2,027,691 6

7 OUT OF HOME (OOH) Bring the beauty of Oregon into each city to inspire travel interest Extend reach with bulletins & walls located in high traffic areas CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE MARKET DETAIL IMP. OOH 3/19/18 - Age: A ,367,357 Formats 4/16/18 Reach drivers, pedestrians and commuters in densely populated downtown areas with a mix of OOH formats to blanket our target markets Wallscapes, Bulletins, Transit Shelters, Posters, Buses Market OOH Formats Impressions Phoenix 1 Wallscape, 25 Transit Shelters, 2 Bulletins 3,352,417 Portland 2 Wallscapes, 15 Posters, PDX Airport Signage 7,715,000 SF 2 Wallscapes, 60 Transit Shelters, 1 Bulletin 7,259,940 4 Wallscapes, 15 Buses 4,040,000 22,367,357 7

8 DIGITAL VIDEO & DISPLAY Leverage full episode player (FEP) environments for highly engaged, large screen viewing environments Serve pre-roll among contextually relevant videos Tap into inspiration environments Engage our audiences with interactive ads that showcase our beautiful creative CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE DETAILS IMP. Hulu Hulu is a subscription video on demand service that is primarily oriented towards television series, carrying current and past episodes of series from its owners' respective television networks and other content partners. :90 Video & :15 Videos BRANDED ENTERTAINMENT SELECTOR (BES)- VIDEO UNIT: Users can opt into watching our :90 video, and in exchange their episode is commercial free. The BES allows us to give value directly to the Hulu user and is still billed on 100% video 3,820,000 completion. Zefr Zefr is a video advertising company that delivers contextual targeting for brands on YouTube Demo, Geo & Genres (Family Friendly Content: Animation, Anime, Family, Comedy, Lifestyle) Geo & Demo :15 Videos & :06 Bumpers BRANDED SLATE & VIDEO COMMERCIAL: The branded slate and video commercial allow us to reach a highly targeted audience ACTIVE ADVENTURER PACKAGE: Reach Active Adventurers within a custom contextually relevant content package: Examples: Hiking, Cycling, Camping, Waterfalls, Travel Essentials, Mountain Biking, Family Vacations, Group Trips, Beach Ready and Golf. Retarget users who complete the :15 with our :06 videos. CUSTOM ILLUSTRATION INTEREST PACKAGE: Reach users within a custom contextually relevant content package designed around anime & art. Examples: How to Watercolor, Anime, Art Basel, How-to: Painting, Bob Ross Tutorials, Art & Design Inspiration, and How to: Drawing. 4,900,000 8

9 DIGITAL VIDEO & DISPLAY CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE DETAILS IMP. Pinterest Pinterest is a social network that allows users to visually share, and discover new interests by posting (known as 'pinning' on Pinterest) images or videos to their own or others' boards (i.e. a collection of 'pins,' usually with a common theme) & browsing what other users Geo & Interest :90 Video & :15 Videos DISPLAY & VIDEO PINS: Natively serve users our Only Slightly Exaggerated static creative within the Pinterest environment as a promoted pin. Retarget users who pin our display pin to their boards with the :90 video & :15 videos. 15,000,000 Reddit MNI Reddit is a social news aggregation, web content rating, and discussion website. Reddit's registered community members can submit content such as text posts or direct links. Registered users can then vote submissions up or down that determines their position on the page. Submissions with the most up-votes appear on the front page or the top of a category. Content entries are organized by areas of interest called "subreddits". Subreddit topics include news, science, gaming, movies, music, books, fitness, food, image-sharing, and many others MNI provides programmatic ad buying services at an agency level, with access to 99% of the US online audience and segmentation capabilities Interest, Sub- Reddit, Geo :90 Video & 300x250 Geo, Demo, :15 Videos, :06 Interest, Travel Videos PROMOTED POST & ABOVE THE FOLD BANNER: Positions Travel Oregon at the top of the feed for our niche audience & surrounding relevant threads. INTEREST TARGETING: Examples: Outdoors, Travel, Anime, Entertainment SUBREDDIT TARGETING: Examples: r/travel, r/art, r/anime, r/manga, r/fairytail TARGETING SEGMENTS: MNI DataMatch: Omnipoint 1ST party data targeting Outdoor Sports, Travel Enthusiasts, Art lovers based on purchase data, mobile behavior data, and offline data Carbon Media: Outdoor and action Sports Enthusiasts media network Travel PMP: Travel enthusiasts and travel intent; content alignment with trip-planning advice, destination research, packing strategies, frequent flyer programs, cruising and theme parks Custom Audience: Interest in anime, manga, Japanese media, movie genre: anime and animation 8,500, ,000 Gamut Thrillist Content-focused media company that offers custom solutions for integrated, multimarket television-driven campaigns Thrillist is an online media brand covering food, drink, travel and entertainment content Geo :15 Videos, :06 Videos Geo, Demo, Interest FULL EPISODE PLAYER IN-STREAM VIDEO: Drive awareness with FEP (full episode player) content delivered via premium cable and broadcast network channels Target Active Adventurers through OTT (Over the Top)/streaming media device FEP sites will align with TV buy, plus additional sites to extend reach :90 Video SOCIAL DARK POST: Utilize the Thrillist & NowThis Facebook following to extend reach of our :90 video asset. Thrillist will provide helpful context which will set up the video, aiding in a positive viewing experience. Added Bonus: Organic Shares & Comments 1,400,000 3,750,000 AdTheorent AdTheorent provides predictive targeting network advertising solutions with the ability to identify a brand's audience with the highest probability of engagement Geo, Demo, Interest Custom Creative & :15 Videos INTERSTITIAL WIPE UNIT: Engage users with an interstitial rich media unit featuring wipe-to-reveal, showcasing our Only Slightly Exaggerated creative in full color once the user interacts 3,900,000 PREDICTIVE TARGETING: Cross Environment Map (CEM) analyzes over 7 trillion pieces of data every day. AdTheorent uses Predictive targeting to serve ads to users who are the most likely to engage (focus on travel & lifestyle environments) 41,890,000

10 CONTENT PARTNERSHIP Develop inspiring custom content pieces around our Only Slightly Exaggerated theme that drive consumers to go off the beaten path and find what makes Oregon truly magical CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE DETAILS IMP. Atlas Geo, Demo 2,700,000 Obscura Atlas Obscura is an online magazine, It catalogs unusual and obscure travel destinations, and relies heavily on user-generated content.it features pieces on a variety of topics, including history, science and some news, in addition to travel and exploration. Custom Content, OREGON ATLAS PLACE PAGES & LIST: :90 Video, Banners 7 custom pieces will be built surrounding highlighted locations from our Only Slightly Exaggerated video. CUSTOM CARTOGRAPH UNIT: Utilizing the Only Slightly Exaggerated look & feel to develop an interactive map which directs to the place pages. CUSTOM CAROUSEL UNIT: Serve our :90 video within an interactive unit among the content of our atlas place pages. DISPLAY MEDIA: Rotational billboard unit Rotational mobile unit 2,700,000 10

11 ONLINE TRAVEL AGENCY (OTA) Develop inspiring custom content pieces around our Only Slightly Exaggerated theme that drive consumers to go off the beaten path and find what makes Oregon truly magical CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE DETAILS IMP. Sojern Sojern is a provider of a data-driven traveler marketing that utilizes programmatic buying and machine learning technology. Sojern partners with travel companies including airlines, OTAs, hotels, and rental car companies to collect anonymized (non-personally identifiable) traveler profiles based on consumers search and booking behaviors on these sites Primarily Phoenix, Portland, San Francisco, (also, top domestic feeder markets) Geo, Travel Intent :15 Video & :06 Videos TRUEVIEW / YOUTUBE WITH ADAPTED AUDIENCE TARGETING: Reach an audience that is very likely interested in traveling to Oregon Travel intent data is collected from: Travel Partners (OTA s, car rental sites, ect.), purchase behavior, demographics, mobile activity, channel partners, response data Serve this audience Only Slightly Exaggerated video creative using Trueview (forced view) serving Co-op ads will be served to consumers who have already been served the Only Slightly Exaggerated ads 3,500,000 TripAdvisor TripAdvisor is a travel and restaurant website company providing hotel and restaurant reviews, accommodation bookings and other travel-related content. It also includes interactive travel forums.tripadvisor was an early adopter of user-generated content. Geo Banner Ads OREGON DESTINATION CONTENT: Reach people who are viewing content anywhere under the umbrella of Oregon Content; Hotels, Attractions, Restaurants within Oregon, City level Pages (ex: Medford, Eugene, Seaside etc.) and their Hotels, Forums, etc. 1,500,000 PNW DESTINATION CONTENT: Target people who have viewed Oregon, Washington, Idaho & British Columbia With Adventure or Outdoor or Ski or Beach Audience Segments RETARGETING: Retarget users within Tripadvisor who have viewed PNW content and are now run of site 5,000,000 11

12 KEYWORD SEARCH Drive deeper funnel clicks to targeted landing pages on TravelOregon.com Capture interest of Only Slightly Exaggerated keywords CHANNEL DESCRIPTION FLIGHT GEO-TARGET TARGETING CREATIVE DETAILS IMP. Google Google keyword search buy 3/12/18-6,012,500 6/30/18 Focused Oregon, SF,, Boise, Phoenix, and also western half of US Keywords Text Ads related to Only Slightly Exaggerated assets, as well as keywords related to regional Buy keywords that are related to the Only Slightly Exaggerated assets. Also, buy against keywords related to regional attractions, cities and interests.. Optimize against words that have low cost per click and high engagement on TO.com 6,012,500 12

13 THANK YOU