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