Digital Co-op Advertising Opportunities

Transcription

1 Digital Co-op Advertising Opportunities

2 Travel Industry Research Co-op Opportunities Promotional Program Mobile LinkedIn: Group Sales TripAdvisor Campaign Reporting FAQ & Additional Information Program Deadlines Overview

3 Santa Barbara Travel Research Q DIGITAL AND MOBILE MEDIA ARE CRUCIAL TO DRIVING AWARENESS, BUT HOW DO TRAVELERS SPECIFICALLY TO SANTA BARBARA DIFFER IN THEIR MEDIA CONSUMPTION HABITS? A % V % I find I am relying on more sources of advice than ever before when making vacation destination/travel service provider decisions. MMGY Global Portrait of the American Traveler 2015

4 Co-op Program Overview CO-OP OPPORTUNITY DETAIL COST ESTIMATED IMPRESSIONS/CLICK Promotional Program Mobile Geo-targeting Opportunity Paid Search & Ad Network In Market Mobile $1,500 52,000 8 $ ,000 6 Group Sales Linked In $200 20,000 5 PARTNER SPACES AVAILABLE Magazine Opportunity TripAdvisor.com Opportunity LA Times Image TripAdvisor: Display Ad & Text Links $600 per circulation $300 - $400 per month Campaign $300 per drop 1,200, , ,000,000 4

5 Co-op: Promotional Program Q WHY IS PAID SEARCH THE FIRST OPTION YOU SHOULD BUY BEFORE ANY OTHER OPPORTUNITES? A % Of all travelers start their travel research on a search engine.

6 Co-op: Paid Search Should I participate even if I currently have a paid search campaign? Yes. We are focusing on top funnel key words instead of brand specific key words which are bottom funnel Top Funnel Example Keyword: Southern California Romantic Hotels Bottom Funnel Brand Example Keyword: Fess Parker in Santa Barbara Where is the traffic driven? All traffic is driven to partner listing at SantaBarbaraCA.com

7 Co-op: Audience Networks Q HOW DO AUDIENCE AD NETWORKS DRIVE AWARNESS OF MY BRAND & DRIVE SALES? A By employing several targeting tactics at once we ensure that we are targeting the right person, with the right message, at the right time. This targeting includes behavioral, contextual, search, and site retargeting.

8 Co-op: Audience Networks Q A HOW DOES BEHAVIORAL TARGETING WORK? Through Data Collected by cookies, peoples behavior segments are targeted by these behaviors. Let s see what behavioral targeting looks like

9 Co-op: Audience Networks Consumer researches Santa Barbara content on various sites while a cookie collects this data about the consumer. LonelyPlanet.com Priceline.com CNN.com

10 Co-op: Audience Networks Behavioral Targeting collects these cookies LonelyPlanet.com Santa Barbara Attractions Priceline.com Santa Barbara Hotels CNNTravel.com Santa Barbara Travel Tips And includes them in targeting on other sites the consumer visits

11 Co-op: Audience Networks A Click on the video to learn more!

12 Co-op: Mobile Opportunities Q A KNOWING MOBILE MEDIA IS CRUCIAL TO TRAVELERS ON VACATION, WHAT OPPORTUNITIES EXIST FOR CO-OP PARTNERS TO DRIVE AWARENESS? Because travelers heavily rely on mobile devices while on vacation, partners need to place their message with those travelers to drive awareness. Especially if the traveler is from a drive market and the goal is to encourage them with an overnight stay and to spend more in the destination.

13 Co-op: Mobile Opportunities Location Based Targeting What is location based targeting? Targeting mobile devices in Santa Barbara that do not live in Santa Barbara in order to reach in market visitors. How does it drive foot traffic? This opportunity includes map functionality for each partner that shows the distance from the mobile device to the partner s location.

14 Co-op: Mobile Opportunities Q HOW DOES LOCATION-BASED MOBILE TARGETING WORK?

15 Targeting Audiences Based On Where They Are Co-op: Mobile Opportunities Distance of nearest co-op partner location Location Based Targeting When a visitor s mobile device comes with in a certain distance of your location, they will be served an ad with the co-op partner s information and distance. 15

16 Targeting Audiences Based On Where They Are Co-op: Mobile Opportunities Location Based Targeting 16

17 Co-op: LinkedIn for Group Sales Q HOW CAN LINKEDIN HELP DRIVE MY GROUP BUSINESS? A 6X Content is now the focus, with 6 times more engagements with content vs jobs.

18 1. Target keywords in profile Co-op: LinkedIn for Group Sales 2. Target placements on page

19 Co-op: LA Times Image Magazine Q WHY CONSIDER THE LA TIMES IMAGE MAGAZINE? A % V % Santa Barbara travelers are significantly more likely than those not interested in visiting to consider magazine articles. MMGY Global Portrait of the American Traveler 2015

20 Co-op: LA Times Image Magazine Publications Include These Months: December, March Tops Sunday Newspaper: Full Run Circulation is 400,000 Combines long shelf life and pass-along readership of magazine with high reach of daily newspaper Lifestyle Content, Upscale Appeal

21 Co-op: TripAdvisor Opportunities Q WHY SHOULD TRIP ADVISOR BE INCLUDED IN MY MARKETING PLAN AND WHAT OPPORTUNITES CAN I TAKE ADVANTAGE OF WITHIN TRIP ADVISOR? A % V % Santa Barbara travelers are significantly more likely than those not interested in visiting to use Trip Advisor to obtain information about travel service providers. MMGY Global Portrait of the American Traveler 2015

22 Co-op: TripAdvisor Opportunities A Trip Advisor s audience has not made their final accommodation, dinning, or activity decisions yet until they consume enough content. This provides advertises the ability to be put in that consideration set.

23 Co-op: TripAdvisor Opportunities Where does my ad show up? On Santa Barbara content pages including individual property or attraction pages. What is the benefit? Ability to block some of your competitors ad from being on your page while also showing your ad on a competitors page.

24 Co-op: TripAdvisor Opportunities What is my ad? A text link on all four Santa Barbara South Coast destination pages with a link back to SantaBabaraCA.com What is the benefit? Additional visibility on relevant pages that travelers are utilizing when researching Santa Barbara.

25 Co-op: Campaign Q WHY SHOULD A 3 RD PARTY PROGRAM BE INCLUDED IN MY MARKETING PLAN?

26 Co-op: Campaign A % % V Santa Barbara travelers are significantly more likely than those not interested in visiting to read unexpected promotions or offers they receive via . A % % V Santa Barbara travelers are significantly more likely than those not interested in visiting to have purchased a travel service as a result of receiving an unexpected . MMGY Global Portrait of the American Traveler 2015

27 Co-op: Campaign Who receives the s? addresses of those who have opted in to receive information based on their particular interests. What type of audience are we targeting? Those with HHI of 75k+ Travel interests in beach, wine, and culture Located in San Fran, San Diego, LA, Sacramento, Seattle, Denver, & Portland

28 TIMING & BUDGET RECOMMENDATION

29 Co-op: FAQ Q WHAT OPPORTUNITES DO I INVEST IN IF I HAVE A LIMITED BUDGET? Trip Advisor A Promo Program Mobile Linked In (Group) LA Times Magazine

30 Co-op: Opportunity Review Campaign: Tactic: Time Frame: Promotional Program Mobile Opportunity Paid Search & Ad Network In Market Mobile Nov; Apr- May; Nov, Apr, May March- April Group Sales Linked In March- April Magazine Opportunity Trip Advisor LA Times Image Trip Advisor: Display Ad & Text Links Dec OR March Sept-Oct, April-May Campaign Nov OR March Cost: Est. Impressions/ Clicks: Max Partners: $1,900 - $2,300 52,000 6 $ ,000 6 $200 20,000 5 $600 per circulation $300 - $400 monthly $300 per drop 1,200, , ,000,000 4

31 Co-op: Reporting Monthly reporting available Constant monitoring and optimizing at site and placement levels Performance tracked by impression, click and site visits Pacing of projected KPIs on monthly reports Historical data increases efficiencies to build on succes Sample Report includes: Display Metrics (imps, clicks, CTR %). Pacing to goal Partner Listing Page (page views, unique views, bounce rate and partner clicks).

32 CO-OP SALE DETAILS CO-OP OPPORTUNITIES GO ON SALE October 2, 3PM All signed agreements must be ed or submitted via efax (no office deliveries). Co-op opportunities will be granted on a first come time stamp basis, and partners will be notified by end of day October 5, Agreements submitted prior to October 3 PM will not be valid, and will need to be re-submitted. SIGNED AGREEMENTS TO: MEMBERSHIP@SANTABARBARACA.COM efax SIGNED AGREEMENT TO: (805) Questions: contact Membership at Membership@SantabarbaraCA.com or VisitSanta Barbara sco-opadvertisingpolicy: Only TBID lodgingmembersand county-widenon-lodgingvsb memberscan purchaseco-opadvertising offeredfrom VisitSanta Barbara, includingwebsiteand directcommunicationsponsorships,offline and online Co-Op advertisingplacements. Non-lodgingVSB members include; Attractions, Museums, Tours, Entertainment,Professional Associations,Dining, Professional Services,Retail, Transportation, Wineries Memberswith invoicesdelinquent60 daysand over are not eligibleto participatein additionalcooperativeopportunities.all invoicesare due upon receipt. Paymentcan be madeby check mailedto VisitSanta Barbara500 E. MontecitoStreet,Santa Barbara,CA

33 Promotional Program: Paid Search & Audience Network: April May 2016 Deadline for participation: February 1, 2016 Co-op: Additional Details In Market Mobile Deadline for participation: January 6, 2016 LinkedIn: Group Sales Deadline for participation: January 6, 2016 LA Times Image Magazine December Circulation: Deadline for participation: October 5 March Circulation: Deadline for participation: January 15 Trip Advisor/Display Ad & Text Link: April, May 2016 Deadline for participation: February 1 Campaign November Deadline for participation: September 1, 2015 March Deadline for participation: January 6, 2016