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2019 Media Co-op Recommendations
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 www.traveliowa.com and attain leads
for both Iowa Tourism and participating partners
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
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
Digital Media Strategy
• Offer a mix of digital opportunities
for the partners that can either
create brand awareness or drive
clicks to the website
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
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
FY18 Online Opportunities for FY19
FY19 Opportunities
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
FY19 Opportunities
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
FY19 Opportunities
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
FY19 Opportunities
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 25-54 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
FY19 Opportunities
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)
FY19 Opportunities
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)
FY19 Opportunities
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
FY19 Opportunities
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 25 – 54 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
FY19 Opportunities 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
FY19 Opportunities
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
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
FY19 Opportunities