2019 Media Co-op Recommendations

Transcription

1 2019 Media Co-op Recommendations

2 Media Objectives Review task force suggestions and provide Iowa Tourism partners with a variety of exciting and high profile cooperative partnership opportunities so they can affordably and strategically market their destinations and attractions and generate travel to the state Increase visits to and attain leads for both Iowa Tourism and participating partners

3 Media Strategies Expand audience reach for Iowa Tourism s spring campaign to further reach social moms by letting partners run their message next to the Travel Iowa message at discounted rates online and in high profile print publications Offer new opportunities for partners to take advantage of reaching Midwestern travelers Look for opportunities in the 3 niche areas: Family Fun, Food & Drink, Shopping Increase digital opportunities for partners to use cost-effective online media to help generate clicks to their websites Flight a majority of the advertising around the spring/summer travel time frame

4 Target Audiences Primary audience Social moms, women 25-54, parents making plans to travel Secondary audience Midwestern travelers, Boomers 50+ Geography Iowa, Illinois, Minnesota, Missouri, Nebraska, South Dakota, Wisconsin

5 Digital Media Strategy Offer a mix of digital opportunities for the partners that can either create brand awareness or drive clicks to the website

6 Media Glossary CLICK: Point in which a users selected the ad IMPRESSION: Point in which an ad is viewed once by a user CPM (COST PER THOUSAND IMPRESSIONS): Total Cost/# of Impressions *1000 CPC (COST PER CLICK):Total Cost/# of Clicks CTR (CLICK THROUGH RATE): Clicks/Impressions CPV (COST PER VIEW): Total Cost/# of Views KPI (KEY PERFORMANCE INDICATOR): A quantifiable measure used to evaluate the success of a website or campaign ROS (RUN OF SITE): Ads that run across an entire site TARGET AUDIENCE: The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.), product purchase behavior, product usage or media usage DISPLAY ADVERTISING: Type of online advertising that can be banner ads or rich media. Display advertising relies on elements such as images, audio and video to communicate the message

7 Media Glossary DIGITAL DIRECT: Ads purchased directly from a publisher or vendor (Example: Pandora, Expedia, DesMoinesRegister.com) PROGRAMMATIC: Algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system RETARGETING: Ads served to users who have previously visited advertiser s website and were tagged by a pixeled on the website PAID SEARCH: Ads bid and purchased through a search engine (Google, Yahoo or Bing) on a per click basis (Also called: CPC, Google AdWords, SEM) KEYWORD: Specific word(s) entered into a search engine by the user that result(s) in a list of Web sites related to the keyword NATIVE ADVERTISING: Material in an online publication which resembles the publication s editorial content but is paid for by an advertiser and intended to promote the advertiser s product PRE-ROLL: An online video advertisement that plays before the start of a video that has been selected for viewing UTM URL: A simple code that you can attach to a custom URL in order to track a source, medium, and campaign name

8 FY18 Online Opportunities for FY19

9 TripAdvisor.com Ads - $2,000/partner (April June) TripAdvisor.com is the worlds largest travel website with 500 million+ unbiased travel reviews Banner ads are placed on the Iowa content pages throughtripadvisor.com. Each ad links to the partners website Partner receives banners: 300x250, 320x50 and 728x90 147,059 targeted impressions/partner CPM: $17 FY2019 Co-Op: 10 partners

10 TripAdvisor.com Videos - $1,250/partner (April June) TripAdvisor.com is the worlds largest travel website with 500 million+ unbiased travel reviews Video ads are placed within the photo viewer on TripAdvisor targeted to Iowa content 6,250 views/partner CPV: $0.40 Each partner provides one video (:15 or :30 in length) Recommended video length is 15 seconds FY2019 Co-Op: 4 partners

11 Search Engine Marketing Madden Media (March June) Madden Media will work with partners to create Google SEM campaigns Various pricing packages are available with a $0.64 cost per click estimate Option Bronze - $250/month, 391 clicks Option Silver - $500/month, 781 clicks Option Gold - $750/month, 1,172 clicks Option Platinum - $1,000/month, 1,563 clicks FY2019 Co-Op: No max on partners

12 Pandora Audio - $2,500/partner (March June) Pandora is a free, online radio application that plays personalized music for the user Radio spots are targeted to women in the target states running on desktop and mobile devices 633,333 targeted impressions CPM: $7.90 Partners provide a script and companion banner ad One spot recording is included with Pandora cost FY2019 Co-Op: 5 partners

13 Mobile Display - $300/partner (March/April and May/June) Google s vast network of website partners allows advertisers to efficiently target potential customers Partners banner ads run on websites containing relevant content to travel, outdoor and/or food Ads run on mobile devices and link to each partners website 300,000 targeted impressions/partner CPM: $1.80 FY2019 Co-Op: 16 partners (2 flights)

14 Retargeting - $500/partner (July-Feb, March/April or May/June) Remarketing works by placing code on all pages of the Travel Iowa site. Once a user has visited TravelIowa.com, partner ads can be served to reengage with the user and entice them to visit Iowa Banner ads will follow users as they browse various websites within the Google network for 30 days from their visit 500 clicks/partner CPC: $1.00 Partners receive: 728x90 and 300x250 FY2019 Co-Op: 24 partners total (8 partners per flight)

15 Native Display Advertising $1,000/partner (March June) Native is material in an online publication which resembles the publication s editorial content but is paid for by an advertiser to promote the product or brand Native ads are targeted to surrounding states and contextually targeted to trip planning 333,000 targeted impressions CPM: $7.50 Partner will provide image, copy and headline. Agency will assist in final copy FY2019 Co-Op: 10 partners

16 YouTube Pre-Roll Video - $1,000/partner (March June) YouTube receives over 1 billion views per day with the average user spending 40 minutes on the site Partner video ads will play before or during a user s selected video plays. Ads are targeted to women and listed as a parent 15 second videos are recommended for the best view through rate 9,940 views CPV: $0.11 Partners provide the video FY2019 Co-Op: 10 partners

17 Meredith Digital Network - $2,000/partner (March June) Meredith Digital Network consists of AllRecipes, Midwest Living, Better Homes & Gardens, EatingWell, Martha Stewart, Parents and Rachael Ray Run-of-site banners are served on the MDN on mobile, desktop and tablet devices 404,040 targeted impressions CPM: $9.90 Partners receive a 300x250, 728x90 and 160x600 FY2019 Co-Op: 10 partners

18 Programmatic Banner Ads $1,250/partner (March June) Programmatic advertising works by using a mix of tactics to reach the target audience during different times in the sales funnel To reach the audience, ads would be targeted the following ways: Contextual Targeting is an upper funnel tactic that serves media to users on contextually relevant pages Audience Targeting reaches users by demonstrated behaviors such as interest or intent 250,000 targeted impressions/partner CPM: $10 Partners receive 300x250, 728x90 and 320x50 FY2019 Co-Op: 5 partners

19 TripAdvisor.com Native External $1,250/partner (April June) TripAdvisor.com is the worlds largest travel website The native external ad works to engage with users as they browse hotels, restaurants and locations 125,000 targeted impressions/partner CPM: 20 Partners would provide image, logo and text. Agency will help to create ad. FY2019 Co-Op 5 partners