Co-op Overview & Campaign Highlights
Program Deliverables
Surf City USA/Huntington Beach participated in Visit California Package Option B, which included:
• Video Content Refresh: 2-minute & 15-second teaser destination videos created from 2018 VCA Road Trip assets
• Visit the USA Site Content: Refresh of existing shared VCA Trips page content, plus creation of new dedicated Experience page on Visit The USA sites.
• Video Amplification: 170,000 100% video views via Media IQ pre-roll distribution.
• Native Advertising: 4,000 clicks via Outbrain distribution - driving traffic to dedicated Experience page.
• Multi-Channel Campaign: Inclusion on “VisitTheUSA” Expedia landing page linking to hotel search results page during Brand USA's Spring and Fall campaigns in Australia, Canada and the UK.
Campaign Highlights
• Over 5.8 million impressions garnered across all media campaigns, driving over 5K clicks and over 15.7K pageviews to the Visit The USA.com articles.
• Over $98.9K in booked hotel revenue with 345 flights booked via Expedia amplification campaign.
• Over 178K 100% video views via Media IQ to the partner specific teasers.
Impressions
Pageviews
Clicks
*”Post-View & Post-Click Booked Hotel Revenue/Flight Revenue” and “Post-View & Post-Click Booked Hotel Nights/Flights” are a specific measurement of bookings on Expedia Group market sites for the Partner indicated that are associated with the campaign ads during the campaign period plus a 30-day lookback window; using an attribution model of 100% Post-View and 100% Post-Click.
Source: Expedia Group internal booking data; confidential and not to be distributed. **Engagements include likes, comments and shares.
Visit the USA Site Content
Visit the USA Experience Page
(1) Dedicated Experience page created and translated across all in-language sites to host updated partner destination video (video also hosted on Brand USA’s YouTube channel). Media IQ and Outbrain campaigns drove to this page.*
4,766
Trips Page & Video Content Refresh
(1) Shared Visit California Road Trips page updated and translated across all in-language sites to host dedicated partner road trips vignettes (video also hosted on Brand USA’s YouTube channel).**
*Click on images to view video & page. Traffic pulled May 2019 – May 2020 across all languages. See slide 13 for
11,020
**Co-op participants included Huntington Beach, Pasadena, Burbank, Ventura, Tuolumne. 2:24
Content Distribution & Amplification
Video Amplification Campaign
Run Dates: June – July 2019
Market: UK
Over 212K impressions drove over 178K 100% video views to the teaser, and an additional 8K 100% views over what was contracted. The CTR had an increase of 88% over the benchmark of 0.25% and the VCR had an increase of 12.4% over the benchmark of 75%, proving a successful campaign in this market.
Native Campaign
Run Dates: June – August 2019
Market: UK
Over 5.6M impressions drove 4.4K clicks to the Experience page with an additional 472 over what was contracted. The CTR was average for the industry at 0.08%.*
*See slide 13 for additional benchmarking details.
Expedia Activation
Inclusion on “VisitTheUSA” Expedia landing page with text link under “Explore Amazing California Road Trip Destinations” linking to partner hotel search results page during Brand USA’s Spring and Fall campaigns (Canada Spring 2019, Australia Spring 2019, UK Fall 2019).
Run dates:
CA Spring 2019: 04/03/19 –05/14/19 AU Spring 2019: 04/15/19 –05/27/19 UK Fall 2019: 10/14/19 –11/22/19
*”Post-View & Post-Click Booked Hotel Revenue/Flight Revenue” and “Post-View & Post-Click Booked Hotel Nights/Flights” are a specific measurement of bookings on Expedia Group market sites for the Partner indicated that are associated with the campaign ads during the campaign period plus a 30-day lookback window; using an attribution model of 100%
and not to be
Video Amplification Campaigns – Appendix A
• 100% Video Views – primary campaign deliverable - total number of consumers that got through 100% of the video teaser during campaign period.
• Video starts – Measures the number of times that actual non-ad video content starts playing.
• Impressions – Total number of people who saw the ad
• VCR (Completion rate) – percentage of viewers who saw the ad and fully completed watching the ad. 100% views/impressions = completion rate. The primary goal of the video campaigns is VCR, with CTR looked at as a secondary performance metric.
• Benchmark CR for OTT or similar campaigns range from 85-93%.
• VCR for Media IQ campaigns range, between 75-85%. 75% is the original benchmark set by the Brand USA team, and industry /benchmark for what would be considered successful for getting users to engage with video messaging. MiQ has consistently been able to exceed this benchmark regardless of what cities/states/countries they’re promoting or targeting. The VCR is measured by comparing the % of viewers who made it to 25% to the % of viewers who watched the video to 100%, e.g. Of 90% of users who made it 25% through the video, 7% of those users fell off before the video was 100% complete leaving the total campaign VCR at 83%. (Brand USA Travel Intenders - HHI $75+, 25-55 m/f split).
• CTR (Click Through Rate) – percentage of viewers who saw the ad and clicked on ad into article. Secondary goal - with video campaigns, the CTR benchmark is normally in the range of .2% - .25%, but Brand USA campaigns often exceed this. So any CTR higher than this range can view the CTR performance as successful. The success may be further seen when analyzed in combination with a strong VCR performance (>75%).
Thank You