Okaloosa County BOCC — July 7, 2015 — FY16 SMP - compressed — reading text

aerial banner advertising company in the Southeast • Provides supplemental market support for key feeder markets Highlights: • SEC Football & Nascar coverage (AL, AR, TN, FL) • Nine (9) fly-overs of high attendance events Investment & Return: • Cost: $13,500 • Impressions: TBD 119 Digital Leisure 120  TripAdvisor Rationale: • Premier destination/travel research and review site • Ads reach travelers when they are in booking-consideration mode • 161 index, 13% reach against general Emerald Coast target Highlights: • Travel Sponsorship • Banner impression ownership across Destin/Ft. Walton travel hub • Module allows for direct click to ECFL site, social sites, etc. • Competitive market targeting • Florida state sponsorship, allowing for banner rotation across Florida destination pages Investment & Return: • Cost: $65,000 • Impressions: 3,100,000+ and Projected Site Engagements: 125K 121  Centro Rationale: • Historical site-side conversion driver • Reaches 61% of general Emerald Coast traveler, 112 index Highlights: • Behavioral and geo- targeted banners network of sites • Focus on Spring, Fall and Snowbird seasons Investment & Return: • Cost: $90,000 • Impressions: 21,000,000+ and Projected Site Engagements: 35,000+ 122  Yahoo! Rationale: • Historical site-side conversion driver • 113 index, 100% reach against general Emerald Coast target Sample of Sites in Yahoo! Network Highlights: • Travel Channel rotation across relevant content • Behavioral and demo-targeted banners, refined for each campaign • Travel search retargeting • Tablet banners • Increased native content advertising Investment & Return: • Cost: $135,000 • Impressions: 57,000,000+ and Projected Site Engagements: 226,000+ 123 Interfuse Media Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across travel sites that reach the target audience segments Highlights: • Data-driven placements driven by actionable insights • Display advertising across multiple platforms: desktop and mobile • Optimization to best converting sites, size, platforms and placements Investment & Return: • Cost: $50,000 • Impressions: 20,000,000+ and Projected Site Engagements: 36,000 124  Interfuse Media Sample Sites: Programmatic Process: 125  Google & Bing Search Rationale: • Drives travel researchers directly to EmeraldCoasting.com, with opportunity to scale • CPC pricing and built-in option to auto-optimize to keywords driving the highest volume of conversions • 83% of the general Emerald Coast target utilizes Google search; 46% utilizes Bing Highlights: • Geo-targeted text ads related to keyword categories: • Brand – “Destin,” “Destin Vacations,” “Ft. Walton Beach rentals” • Competitive – “Pensacola,” “Panama City Hotels” • General Travel – “vacation ideas,” “getaway destinations” • Campaign-specific Travel – “family summer vacation,” “spring getaway ideas,” “snowbird offers” • Ads targeted for search and content keywords • Includes re-messaging placements as well 126  Google Retargeting Rationale: • Re-messaging is a proven means of bringing back non-converting visitors, allowing the brand another opportunity to influence a conversion • Google offers re-messaging at a low CPC price structure • Banners run across Google Display Network, reaching 98% of Emerald Coast general target Highlights: • Banners targeted to site visitors that did not take action beyond viewing the initial landing page Investment & Return: • Cost: $170,000 • Projected Site Engagements: 68,000 127 Google Search/Retargeting & Bing Search Banner on YouTube.com Samples of Sites in Google Display Network 128  Video: Google & Hulu Rationale: • Increase allocation of media dollars across a variety of platforms • YouTube has tremendous reach against target • Hulu is an on-demand TV solution Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Optimize between placements for best results Investment & Return: • Cost: $35,000 • Impressions: and Projected Site Engagements: TBD 129  Facebook Rationale: • Facebook’s third-party data partnerships allow us to layer in a wide variety of targeting options, creating opportunities to customize for each campaign • CPC pricing minimizes risk of wasted impressions • Historically efficient site traffic driver Highlights: • Tile ads, news feed and video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds Investment & Return: • Cost: $19,500 and Projected Site Engagements: 25,657 130  YuMe Rationale: • Engaging opt-in video product • Interactive bar invites viewer to craft their course of knowledge Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Video provides two different Call-to-Action opportunities Investment & Return: • Cost: $50,000 • Impressions: 5,000,000+ and Projected Site Engagements: 10,000 131  SAY Media Rationale: • Engaging opt-in video product • CPE pricing minimizes risk of wasted impressions • Only pay when qualified prospect voluntarily engages Highlights: • Video ads targeted to Spring, Summer, Fall, Holiday and Snowbirds • Video provides opportunity to click to site Investment & Return: • Cost: $50,000 and Projected Site Engagements: 37,500 132  Lamar Digital Outdoor Rationale: • International Cherry Blossom Festival draws regionally and internationally • Recognized as a Top 20 event in the South Highlights: • Nearly 3-week long festivities draw 700,000 attendees • Heavily attended by Atlanta residents Event is held • Canvass downtown Macon Mid-March through area with 6 digital outdoor April boards Investment & Return: • Cost: $17,000 • Impressions: 3,425,144 133  Ad Serving Fees Rationale: • Delivers ads, along with digital code, to online publishers • Ensures proper ads are run by publisher for learnings Highlights: • Helps verify ad impressions (purchase vs served) • Informs learnings regarding site visitation and specific site engagements Investment & Return: • Cost: $17,000 134 Integrated Marketing: Leisure Co-Op Media Plan 135  Coastal Living Print Rationale: • Active travelers, especially to Florida – beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the MS) • FP4C: Visit Florida Feb and Apr 2016 • Bonus advertorial, RRC and leads, mini co-op in Mar and May 2016 issues, online edition with links, e-newsletters • FP4C in Sep Fall Escape issue Investment & Return: • Emerald Coast cost: $69,000 • Total cost: $72,000 • Cost per partner: $500 per insertion • Impressions: 1,407,969 minimum Assumes two partners per insertion for a total of six buy-in 136  Coastal Living Digital Rationale: • Complements print buy Highlights: • Banner rotation throughout CoastalLiving.com with emphasis on Travel Channel • ROS ad units 300x250, 728x90 • Two months flighting • Feb and Mar 2016 Investment & Return: • Emerald Coast cost: $8,500 • Total cost: $10,000 • Cost per partner: $500 • Impressions: 800,000 total (400,000 for Emerald Coast) Assumes three-partner buy-in 137  Garden & Gun Print Rationale: • Affluent and growing publication, voted hottest lifestyle mag in 2014 • Strong Southern market affinity by discriminating travelers Highlights: • Circulation: 350,000 nationally • FP4C: Visit Florida Apr/May, Jun/Jul Great Southern Towns & Aug/Sep Food Issue • FP advertorial, e-newsletter, “Live the Life” custom content/image gallery and 100,000 digital impressions as added-value opportunities Investment & Return: • Emerald Coast cost: $75,640 • Total cost: $78,640 • Cost per partner: $500 per insertion • Impressions: 2,261,000 minimum Assumes two partners per insertion for a total of six buy-in 138  Southern Living Digital Rationale: • Relevant beach content alignment Highlights: • 100% SOV of Florida’s Best Beaches editorial package – Oct and Nov 2015 • Homepage roadblocks • ROS media • E-newsletter sponsorships Investment & Return: • Emerald Coast cost: $38,000 • Total cost: $40,000 • Cost per partner: $500 • Impressions: Est. 625,000 total (312,500 for Emerald Coast) Assumes four-partner buy-in 139  Escape to the Southeast Digital Rationale: • Southeast Tourism Society multimedia components • Provides online annual coverage to 12-state region Highlights: • 3,000-word web content with 3 sub- pages, 12 photos/hyperlinks, content video page • Unlimited calendar event page • E-newsletter spotlight • Facebook and Twitter links Investment & Return: • Emerald Coast cost: $1,600 • Total cost: $3,600 • Cost per partner: $500 • Impressions: 250,000 minimum Assumes four-partner buy-in 140  Interfuse Media: Atlanta Heavy-Up Rationale: • Trading desk platform that allows for real-time impression bidding and optimization • Opportunity to scale across travel sites that reach the target audience segments Highlights: • Data-driven placements driven by actionable insights • Display advertising across multiple platforms: desktop and mobile • Optimization to best converting sites, size, platforms and placements Investment & Return: • Emerald Coast cost: $8,500 • Total cost: $10,000 • Cost per partner: $500 • Impressions: 4,000,000 • CVB @ 50% • Partners @ 50% Assumes