Google Co-op Google Display Network Package
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1 Google Co-op 2016 Google Display Network Package
2 This package leverages Google Display Network (desktop and mobile) including standard display and remarketing tactics focused on driving traffic to Partner s website. Google Display Network/mGDN Package features audience targeting to drive awareness among likely seasonal travelers: -Fall: Food & Wine Tourists, Luxury Travelers and Weddings/Romance -Winter: Winter Weather Escapees, Luxury Travelers and Golf Enthusiasts VISIT FLORIDA, Google & SapientNitro will monitor, optimize and report on campaign activity as well as deliver a comprehensive campaign wrap-up report. VISIT FLORIDA s match is 50% for this package GOOGLE DISPLAY NETWORK & MOBILE GDN Targeting *Remarketing based on users who have previously visited Partner website. Geo-targeting based on Partner discretion; must exclude Florida. Partner website Standard Display Partner mobile site (if applicable) Remarketing* Targeting parameters apply across all platforms and are based on likely seasonal travelers for Fall and Winter. Geo-targeting: Partner selects 5-10 DMAs Demo-targeting: Food & Wine: Adults 35+ Luxury Travelers: 18+ Weddings: Women Escapees: Adults 55+ Golf Enthusiasts Adults 25+ Affinity Audience targeting: Winter: Winter Weather Escapees, Luxury Travelers and Golf Enthusiasts Spring: Family Vacationers, Beach Bound, Weddings EST Impressions 6.5M 2.6M EST Clicks 13K clicks 5.2K clicks Avg. Partner Cost Per Click $0.75 $1.00 % of Budget 65%, $9,750 35%, $5,250 *Remarketing estimates are subject to Partner s audience size list. Additional tactics such as Similar Audiences and Video Remarketing might be used if needed to reach budget goals. Note: Estimated metrics based on historical campaign performance and may vary based on actual campaigns
3 PARTNER COST: $10K VISIT FLORIDA S INVESTMENT: $5K TOTAL MEDIA VALUE: $15K Campaign Start Date Campaign End Date Commitment Date Assets Due Date Affinity Group Audience 1/1/16 2/29/16 12/8/15 12/15/15 Winter 2/1/16 3/31/16 1/8/16 1/15/16 Winter 3/1/16 4/30/16 2/1/16 2/15/16 Spring 4/1/16 5/31/16 3/1/16 3/15/16 Spring 5/1/16 6/30/16 4/1/16 4/15/16 Spring SPECIFICATIONS: All web elements will feature a VISIT FLORIDA presence (logo) and will click to the Partner s website. All media buys, and account management will be coordinated and executed by VISIT FLORIDA, SapientNitro and Google. Landing page on Partner s website to be managed by Partner. Remarketing specs: Partner must agree to generate a remarketing pixel to be placed on Partner landing page (website). TARGETING DETAILS: Partners can select desired audiences from the affinity audiences provided (one, two or three). Geo-targeting: Partner to select 5-10 DMAs (Excluding Florida) Device Targeting: campaigns will be set up to run against Desktop and mobile unless specified by the Partner. PERFORMANCE DETAILS: Targeting groups and campaigns will be optimized for Click Through Rate for standard banners. KPIs are based on the model of which media is purchased: GDN = clicks Impressions are subject to CTR and might be impacted based on performance; the higher the CTR, the lower the impressions. Partners privy to engagement and conversion activity on site.
4 ASSETS REQUIRED: A maximum of 3 creative versions is accepted per unit (one per each targeting audience group). GOOGLE DISPLAY NETWORK 300X250 Animated gif/static banner 728x90 Animated gif/static banner 160x600 Animated gif/static banner No Flash MOBILE GDN 320x50 static banner *Site must be responsive, otherwise impressions can be reallocated towards GDN For questions regarding required assets, contact Katherine Oporta: koporta@sapient.com or Daniel Manichello: dmanichello@sapient.com
5 Visit the Online Marketing Planner at VISITFLORIDA.org/planner to explore all of our advertising opportunities and marketing programs. Call: (850)
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