Paid Advertising Television Update The 2013 WADMC television advertising ended as of August 4 (New York) and 11 (Washington D.C. Philadelphia, Raleigh/Durham). Immediately following the campaign completion dates, Edelam Berland fielded the annual post-advertising tracking survey. In market dates for this survey were August 5-18, 2013, dependent upon the market. Survey results have been received and will be shared with members of Advisory Groups and WADMC on September 25, 2013. Digital Update Digital advertising which includes paid search and display/banner advertising is running 1/1 to 12/31, with Search running the full year and the bulk of display running The buy consists of a range of tactics: sponsored blog posts, targeted travel placements, video networks and YouTube, custom high impact units, and search. The bulk of Display ended 8/31. The digital test campaigns performed very well and are currently being analyzed for possible inclusion in the 2014 campaign. One remaining test element is the TripAdvisor Virginia Co-Op listing that runs through 10/31. This is a listing with custom content, links and imagery within “native” looking TripAdvisor’s Virginia page. The other live partner is Undertone which is running high impact units across a network through the end of the year. The Search campaign is undergoing a full keyword and structural audit, with a goal for a launch of a revised keyword list and structure on 1/1/14. The goal of the audit is to broaden the focus of the campaign to enlighten visitors on things to do in the Williamsburg area, and allow users who are looking for specific attractions to go to those specific sites. The Fall Keywords were recently launched and will run through Thanksgiving before the Winter keywords are launched. Moving in to 2014, Martin and WADMC plan to revisit digital display and search goals and look to align creative and media more tightly in 2014. WADMC Digital Media Spend through 8.31.2013 Channel Cost Impressions Clicks CTR CPC Display $309,885* 32,970,922 125,042 0.38% $2.48 Search $469,256 19,764,899 476,968 2.41% $0.98 Total $779,141 52,735,821 602,010 1.14% $1.29 *Spend through 8/31 is not actualized Website Website Improvements:
Paid Advertising Television Update The 2013 WADMC television advertising ended as of August 4 (New York) and 11 (Washington D.C. Philadelphia, Raleigh/Durham). Immediately following the campaign completion dates, Edelam Berland fielded the annual post-advertising tracking survey. In market dates for this survey were August 5-18, 2013, dependent upon the market. Survey results have been received and will be shared with members of Advisory Groups and WADMC on September 25, 2013. Digital Update Digital advertising which includes paid search and display/banner advertising is running 1/1 to 12/31, with Search running the full year and the bulk of display running The buy consists of a range of tactics: sponsored blog posts, targeted travel placements, video networks and YouTube, custom high impact units, and search. The bulk of Display ended 8/31. The digital test campaigns performed very well and are currently being analyzed for possible inclusion in the 2014 campaign. One remaining test element is the TripAdvisor Virginia Co-Op listing that runs through 10/31. This is a “native” looking listing with custom content, links and imagery within TripAdvisor’s Virginia page. The other live partner is Undertone which is running high impact units across a network through the end of the year. The Search campaign is undergoing a full keyword and structural audit, with a goal for a launch of a revised keyword list and structure on 1/1/14. The goal of the audit is to broaden the focus of the campaign to enlighten visitors on things to do in the Williamsburg area, and allow users who are looking for specific attractions to go to those specific sites. The Fall Keywords were recently launched and will run through Thanksgiving before the Winter keywords are launched. Moving in to 2014, Martin and WADMC plan to revisit digital display and search goals and look to align creative and media more tightly in 2014. WADMC Digital Media Spend through 8.31.2013 Channel Cost Impressions Clicks CTR CPC Display $309,885* 32,970,922 125,042 0.38% $2.48 Search $469,256 19,764,899 476,968 2.41% $0.98 Total $779,141 52,735,821 602,010 1.14% $1.29 *Spend through 8/31 is not actualized Website Website Improvements:
WADMC%20Exec.%20Com.%20Minutes%209.16.docx