Consumer Advertising Campaign FY13 Recap & FY14 … · 2016. 6. 2. · in search engine results....
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Consumer Advertising Campaign FY13 Recap & FY14 Recommendations Alaska Seafood Marketing Institute All Hands on Deck, Joint Committee Meeting October 2013
Transcript of Consumer Advertising Campaign FY13 Recap & FY14 … · 2016. 6. 2. · in search engine results....
Consumer Advertising CampaignFY13 Recap & FY14 Recommendations"
Alaska Seafood Marketing Institute!All Hands on Deck, Joint Committee Meeting!
October 2013!
2!
FY13 Recap"
3!Invite Wild to Dinner Campaign"
4!
Executive Summary""• Campaign run dates: February 2013 through September 2013. !• The campaign began with development of a national print ad.!• Followed by a complete redesign of the Wild Alaska Flavor website, the
ultimate destination for all messaging and content for the campaign. !• Coordinated activities included print advertising, online advertising and
search engine marketing (SEM).!• The primary goals of the campaign were:!• Boost brand awareness (drive preference and build demand for
value-added Alaska seafood),!• Deliver traffic to the website,!• Encourage consumer engagement with the content.!
5!
Wild Alaska Flavor Campaign – a Joint Effort!
Wild Alaska !Flavor website!
PR / !Comm.!
Retail!
Foodservice!
Consumer Advertising!
Primary tool for driving traffic to site!
6!
Glossary of Terms""• Impressions: The number of times a print or online ad is viewed. This metric tells us how
many people have seen our ads.!
• Click-Through Rate (CTR): The average number of clicks on a digital ad. This metric tells us how successful our ads were in encouraging users to click on the ad to go to our website. !
• Cost-Per-Thousand (CPM): Calculated by dividing the cost to run a print ad by the publication’s circulation (expressed in thousands). This metric helps us evaluate the cost effectiveness of the various print ad opportunities.!
• Search Engine Marketing (SEM): Paid search advertising used to boost a website’s visibility in search engine results. This is done by purchasing keywords or search phrases or posting sponsored ads on Google, Yahoo, Bing, or other search engines.!
• Cost-Per-Click (CPC): An SEM daily budgeting tool / evaluation tool to determine how much was paid per click to get to our website. !
7!WildAlaskaFlavor.com – parallax, mobile, tablet"
8!6 Key Message Areas (Flavor, Wild, Local, Sustainable, Healthy, Chefs) –
scroll-through!
9!
Searchable recipe database!
(found under Flavor and Chefs sections)!
10!
Video content, cooking & prep tips, interviews !
(found under Flavor, Healthy and !Chefs sections)!
11!
Fishermen bios!(found under Local section)!
12!
News posts, featured chefs!
(found under Flavor, Wild, Healthy !and Chefs sections)!
13!Award-winning national print ad"
14!Online Advertising"
Section sponsorships, banner ads, featured content!
leaderboard! leaderboard!
big box ad!half page ad!
Featured !content!
15!
High-traffic engaging homepage takeover pushdown ads (ads expand from top down)!
collapsed state pushdown ad!
expanded state pushdown ad!
16!
Sponsored posts on Food Network’s Facebook page (4M+ fans)!
17!Featured recipes and ads that appear when a user
searches for recipes related to Alaska seafood!
sponsored recipes!
big box ad!
18!“In the Kitchen” mobile app ads, video pre-rolls, and ads that !
appear whenever our video pre-roll appears!
leaderboard!
big box ad!pre-roll video ad!
mobile ad!
19!Campaign Highlights"
• High impact pushdown units were best performers. Averaging nearly a 1% CTR, successful in driving to the recipe pages and to the website. (0.99% CTR vs. national avg. of 0.16%) – see page 15!
• The half page ad (see page 14) won the consistency award with high performance across all placements. The grilling half page was the most successful with performance continuing to rise as campaign progressed. (0.54% CTR vs. national avg. of 0.17%, and compared to a similar ad on the site by a major national protein board which saw a 0.22% CTR)!
• The connection between seafood recipes and Alaska Seafood was strengthened through Recipe Search Integration and the Recipe Module – see page 17!
• The entire Grilling Central Healthy Sponsorship (see page 14) was a highlight achieving an average CTR of .39%. It helped Alaska Seafood to become synonymous with healthier summer grilling options.!
**Click-through-rate (CTR): The average number of clicks on a digital ad. This metric tells us how successful our ads were in encouraging users to click on the ad to go to our website.
20!Campaign Run Dates"
• Print: !• March – October 2013 (major portion designed to support
Grilling season)!• Food & Wine!• Eating Well!• Alaska and Horizon Airlines!
• Online:!• Healthy Season: February – May 2013!• Grilling Season: May – September 2013!• FoodNetwork.com and Food.com exclusive sponsorships!• (Detailed run calendars on pages 39-41)!
21!Search Engine Marketing (SEM)"
• Search Engine Marketing (SEM) is paid search advertising used to boost a website’s visibility in search engine results. This is done by purchasing keywords or search phrases or posting sponsored ads on Google, Yahoo, Bing, or other search engines. !
• Goal: Drive traffic to the Wild Alaska Flavor site by finding consumers specifically searching for Alaska Seafood, seafood recipes, etc. in a Google search and then linking those users to relevant content on our site.!
• Mission: Appear in the top spot within Google search results for users who search for “sustainable seafood”.!• Search is by far the most effective if you are on the first 2 pages.!• Sites listed on the first results page generate 92% of all traffic.!• When moving from page one to two, the traffic drops by 95%.!
Source: Chitika Insights, June 2013 Study!
22!
#1!
23!
24!
Measurement Criteria"
• Impressions:!• Vehicles: Food website advertising and print advertising!• Goal: To create brand awareness within a highly targeted audience!
• Click-Through Rates (CTRs):!• Vehicles: Food website advertising and search engine marketing
(SEM)!• Goal: To drive traffic to the Wild Alaska Flavor website !
• Engagement:!• Vehicles: Wild Alaska Flavor website !• Goal: To increase time on site, encourage deeper interaction with
content, and produce return traffic!
**Reference pg. 6 for definitions
25!
Balance of Media Types & Strategies"!
Print Adver+sing Food Website Adver+sing Search Engine Marke+ng (SEM)
Highly targeted audience – desired customer based on interests, demographics and lifestyle
Highly targeted audience – desired customer based on interests, demographics and lifestyle
Broad target – audience may have varied interests, demographics and lifestyle
Demonstrated interest in similar product categories, but may not be interested in our specific product at this moment
Demonstrated interest in similar product categories, but may not be interested in our specific product at this moment
Interested in our specific product at this moment (as qualified by search terms), but may not be our desired customer
Vehicle delivers a visual ad impression Vehicle delivers a visual ad impression
Vehicle does not deliver a visual ad impression (text only)
DisrupBve medium (diverts aCenBon with compelling ad story)
DisrupBve medium (diverts aCenBon with compelling ad story)
Non-‐disrupBve medium (content is sought out directly by the consumer)
26!Overall Campaign Results"
• Impressions:!• Total campaign impressions: 92,000,000!• Print ad impressions: 7,164,000!• Food website advertising impressions: 81,760,836 (not including impressions from
non-tracked placements)!• SEM impressions: 3,800,489!
• Click-Through’s:!• Total traffic to the WAF website (volume): 183,958 (unique visitors)!
• Compared to same period last year, a 10 fold increase in traffic!• 75,826 visits attributable to food website advertising (41% of total traffic) – see
page 51 for breakdown of advertising referral traffic!• Click-through-rate (CTR): averaged 0.33% across all units, performing well above
national averages!• Engagement:!
• Avg. time spent on site: 2:52 minutes!• Most popular content sections: recipes from the online advertising, the recipe finder
tool, featured recipe collections, species information, fishermen profiles, featured chefs!!!**Reference pg. 6 for definitions
27!
• Solid coverage of epicurean, food and wine, and health audiences!• Note: Alaska and Horizon Airlines’ pass-through circulation (copies
left on the plane that multiple passengers read) is much higher than their printed circulation (therefore, the true CPM is actually much lower)!
Print Advertising Measurement!
**Reference pg. 6 for definitions
Tactic" Measurement Criteria" Results" Cost Per" Amount Spent"
Print Advertising!
(all)! Total Impressions! 7,164,000! $0.059! $422,000.00!
Food & Wine! Circulation! 925,000! $54.06 CPM! $50,001.25 per insertion!
Eating Well! Circulation! 500,000! $69.99 CPM! $34,999.70 per insertion!
Alaska Airlines! Circulation (monthly publishing)! 80,000! $78.83 CPM! $6,306.04 per insertion!
Horizon Airlines! Circulation (monthly publishing)! 27,000! $145.19 CPM! $3,920.10 per insertion!
Alaska Airlines! Circulation (monthly pass-through)! 1,851,118! $3.41 CPM! $6,306.04 per insertion!
Horizon Airlines! Circulation (monthly pass-through)! 629,560! $6.23 CPM! $3,920.10 per insertion!
28!
• Significantly higher click-through-rates (CTRs) across the board compared to national industry averages!
• Achieved strong interaction with our featured content on FoodNetwork.com and Food.com sites, along with driving solid traffic to our site (see page 33 for more details)!
• The pushdown ads performed exceptionally well, with a 0.99% CTR, followed by the half-page ads!
Online Advertising Measurement!
**Reference pg. 6 for definitions
Source: MediaMind & DoubleClick national benchmark data!
Tactic" Measurement Criteria" Results" Cost Per" Comparative Data" Amount Spent"
Online Advertising!
FoodNetwork.com! Total Impressions! 81,760,836! $0.012! $995,000.00!
& Food.com! YTD Ad Clicks! 223,894! $4.44!
Engagement within Ad Sponsorship! 148,068! $4.44! ($657,993.50)!
Website Visits Resulting from Advertising ! 75,826! $4.44! ($337,006.50)!
Click-Through Rate (Leaderboard Ad)! .23% CTR! .08% CTR!
Click-Through Rate (Big Box Ad)! .38% CTR! .10% CTR!
Click-Through Rate (Half-Page Ad)! .58% CTR! .17% CTR!
Click-Through Rate (Pushdown Ad)! .99% CTR! .16% CTR!
NOTE: YTD ad clicks encompass all user engagement with the ads. Some clicks drove users to the wildalaskaflavor.com website, whereas others drove users to our sponsorship sections or featured recipes within the FoodNetwork or Food.com sites. !Additionally, some clicks are from interaction directly with the ad unit, such as clicking on different areas within the ad, as in the custom recipe ad units.!
29!
• The keyword “Wild Alaska Flavor” performed the best in terms of clicks, with an outstanding click-through rate of 21.99% !
• “Owned” top position for keyword “Sustainable Seafood” with less than 2% of total budget (outbidding competition from Sysco, World Fish Center, various aquariums, NRDC, etc.) – see page 50 for more details!
• Maintained first page results for majority of the other keywords (averaging 2nd or 3rd position on the page)!
• Many keywords utilized in the campaign; above is a representative sample!
Search Engine Marketing Measurement!
**Reference pg. 6 for definitions
Tactic" Measurement Criteria" Results" Cost Per" Comparative Data" Amount Spent"
Search Engine Marketing!
Google! Total Impressions! 3,800,489! $0.010! $50,000.00!
YTD Clicks! 28,694! $1.74!
Sample keywords:! “Wild Alaska Flavor”! 21.99% CTR! $0.49 CPC! 3.6% CTR / $0.35 CPC!
“Sustainable Seafood”! 1.0% CTR! $2.13 CPC! 1.2% CTR / $1.17 CPC!
“Healthy Recipes”! 0.18% CTR! $2.91 CPC! 3.5% CTR / $0.23 CPC!
“Salmon Recipes”! 1.18% CTR! $0.96 CPC! 2.6% CTR / $0.15 CPC!
30!
FY13 Budget (July 1, 2012 – June 30, 2013)"Estimate! %! Cost Per !
(impressions & clicks)!Strategy!
Online Advertising"Foodnetwork.com! $881,500! $0.012 (per impression)! Impressions: Create brand awareness!
Food.com! $113,500! $4.44 (per ad click)! Clicks: Drive traffic to the website!$4.44 (per visit to
website)!Subtotal" $995,000" 55.28%"
Print Advertising"Food & Wine, Eating Well! $370,000! $.059 (per impression)! Impressions: Create brand awareness!
Alaska/Horizon Airlines! $52,000! clicks n/a!Magazine Event Support! $17,000! ($8,500 per show)!
Subtotal" $439,000" 24.39%"Search Engine Marketing"
Sustainable! $25,000! $0.010 (per impression)! Impressions: Create brand awareness!Flavor, Wild, Local, Healthy, Chefs! $25,000! $1.74 (per click)! Clicks: Drive traffic to the website!
Subtotal" $50,000" 2.78%"Facebook"
Facebook! $23,000! n/a!Subtotal" $23,000" 1.28%"
Creative & Web"Campaign & Print Ad Creative! $73,000! n/a! Engagement: Encourage interaction!
Online Ad Creative & Web! $220,000! with content on site!Subtotal" $293,000" 16.28%"
FY13 TOTAL" $1,800,000"
31!
FY14 Recommendations"
32!FY14 Plan"
• Monitored and tracked performance throughout FY13; recommendations for the FY14 plan based on these findings.!
• Reallocations of funds to further optimize campaign resources and adapt to current trends for a strong and balanced media spend. (Main changes: decrease in online/print advertising, increase in SEM)!
• Center campaign on the Wild Alaska Flavor website, delivering ad impressions and driving traffic via appropriate context media.!
• Enhance site content to maximize search rankings, refresh content frequently, drive more traffic and create deeper consumer engagement with the brand.!
33!Food Network Primary Vehicle
for Impressions"
• Food Network advertising was our primary vehicle for impressions!• It reaches the right target audience and reaches them when they are
interested in food!• Visitors to the Food Network site are most looking for recipes!
• But we have delivered other key messages as well through this sponsorship!• We had featured content on the Food Network site which delivered key
messages as well, such as new John Ash videos!• Visitors to the Food Network site could get our message without ever
leaving the Food Network site, which is how the program was designed because some consumers prefer to stay on the site they are on and will not click through to another site for additional content!
• However, Food Network is not the most efficient vehicle for solely driving traffic to the wildalaskaflavor.com website!• That appears to be SEM if we are evaluating on a pure-cost basis!• Therefore, this is one reason we are recommending an increase in spending
on SEM for FY14!
!!
34!
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FY13 Budget (July 1, 2012-June 30, 2013) Estimate %
Online Advertising foodnetwork.com $881,500
food.com $113,500
Subtotal $995,000 55.28% Print Advertising
Food&Wine, Eating Well $370,000 Alaska/Horizon Airlines $52,000
Magazine Event Support $17,000 Subtotal $439,000 24.39%
Search Engine Marketing Sustainable $25,000
Flavor, Wild, Local, Healthy, Chefs $25,000
Subtotal $50,000 2.78% Facebook
Facebook $23,000 Subtotal $23,000 1.28%
Creative & Web
Campaign & Print Ad Creative $73,000 Online Ad Creative & Web $220,000
Subtotal $293,000 16.28%
FY13 TOTAL $1,800,000
FY14 Budget (Nov 15, 2013-June 30, 2014) Estimate %
Online Advertising Food Websites:
- Grilling-Themed Ads $468,750 - Healthy-Themed Ads $281,250
Google Display Advertising $15,000 Subtotal $765,000 42.50%
Print Advertising Food Magazines $355,000
In-state Magazines $40,000 Magazine Event Support $40,000
Subtotal $435,000 24.17% Search Engine Marketing
Website Content Support: - Flavor $48,500
- Healthy $48,500 - Chefs $23,500
- Sustainable $18,500 - Wild $13,500 - Local $13,500
Seasonal Support: - Grilling $48,500
- Lent/CIF $18,500 - Cinco de Mayo $13,500 Market Support:
- Retail Traffic $18,500 Subtotal $265,000 14.72%
Facebook Facebook
(transitioned to Communications Budget) $0 Subtotal $0 0.00%
Creative & Web
Campaign Development & Scheduling $35,000 Website Creative & Updates $72,000
New Asset Development $60,000 Post-Production $25,000
Enhanced SEO Content Development (this is separate from “News” section content development, which will be
paid out of the Consumer PR budget) $30,000 Online Ad Creative:
- Healthy Season Ads $37,500 - Grilling Season Ads $37,500
Print Ad Creative $25,000 Subtotal $322,000 17.89%
Reporting, Tracking & Education Bi-Monthly Reporting $6,500
Tracking and Market Intelligence $6,500 Subtotal $13,000 0.72%
FY14 TOTAL $1,800,000
35!
Proposed Calendar Based on Nov. 15th Start (approval and funding)!
Print ad: April issues (which break in mid-March) may be either existing or new creative!
36!SEM: A Valuable Part of the Mix"
• Search was the lowest cost method of driving consumers to the WAF site in FY13 (about 20% less than food website advertising).!
• We recommend increasing the use of search engine marketing in FY14:!• Search is widespread, growing and in constant use.!• Search is very helpful to consumers and perfect for the
continuing increase in mobile and tablet usage.!• (More details on pages 45-50) !
37!
Summary:"
• FY14 is Year 2 of intended 3-year campaign!• FY13 exceeded most national performance measures and
delivered on edgy creative concept!• Have scheduled many improvements and adjustments for
FY14!• Based on a Nov 15th approval and funding, we can have the
campaign up and running in March 2014!
38!
Thank you!!
39!
Appendix"
40!Print Ad Run"
FY13 Feb Mar Apr May Jun
Print Food & Wine EaBng Well Alaska Airlines Horizon Air
FY14 Jul Aug Sep Oct
Print Food & Wine EaBng Well Alaska Airlines Horizon Air
Notes: !• Food & Wine is actually available somewhat earlier than the Issue Date month shown. !• The major print portion was designed to supporting Grilling Season. !
Issue Dates:!
41!Online Ad Run"
Healthy Season:!
FY13 Feb Mar Apr May Jun
Online FoodNetwork.com HEALTHY EVERY WEEK
300x250 big box ad 300x600 custom ad
728x90 leaderboard ad healthy recipes
In The Kitchen mobile app ad :15 video pre-‐roll
healthy main video healthy supporBng videos
homepage takeover Food.com SEAFOOD PACKAGE
300x250 big box ad 300x600 custom ad
728x90 leaderboard ad healthy recipes
first homepage takeover second homepage takeover
42!Online Ad Run"
Grilling Season:!
FY13 FY14 May Jun Jul Aug Sep
Online FoodNetwork.com GRILLING CENTRAL
300x250 big box ad 300x600 custom ad
728x90 leaderboard ad grilling recipes
:15 on-‐air TV promo spot Facebook tab ad :15 video pre-‐roll grilling main video
grilling supporBng videos homepage takeover
• At request, the heaviest month was July.!
43!FY14 Budget Recommendations"
FY14 budget to remain at $1.8M with reallocations to to maximize efforts in top performing areas. ""• Two main changes:!
• Slight reduction in print and online budgets.!• Increase in search engine marketing (SEM).!
• Additional changes:!• Continuous site updates, content enhancement for improved search results.!• Facebook advertising removed -- to be managed by Communications
program. !• More fully funding event support in FY14 (FY13 funding provided only
approximately 40% of the needed funding).!• Addition of a Google Display Advertising line item.!• Small provision for more frequent reporting & tracking to identify opportunities
for campaign optimization.!
44!
45!SEM Goals"
• Drive traffic to the WAF site – linking to the most relevant content for each user search.!
• Continue to keep #1-2 position in sustainable seafood via paid search.!
• Apply increased funds from online advertising to increase emphasis of key messaging areas targeted in FY13.!
• Increase funding for higher CTR vehicles.!• Expand paid search to include new categories.!• Utilize enhanced content strategy to increase organic, non-
paid search results for key areas.!• Tie-in to WAF Content/Themes.!
46!SEM Rationale"
• Will increase traffic to the site, lower visitor acquisition cost.!• Provide highly valuable real-time feedback, market intelligence
and consumer insights.!• Allow us to better convert searches into clicks to our website.!• Provide guidance for writing and editing content to maintain
consumer relevance.!• Opportunity to help drive retail traffic, tie-ins with local
retailers, possibly timed with start of various seasons, geo-targeted.!
• Align with primary content seasons (healthy, grilling); and further segmented into sub-categories such as Cinco de Mayo, CIF, Lent, etc.!
47!SEM Plan"
• We want to expand the number of terms we are targeting!• Our data shows that for FY13 a host of other terms
could be used drive traffic to the site!• SEM gives us data on the search terms and trends in
search that allows us to generate content that is most relevant to what users are searching for nationally!• Certain terms, where there is heavy competition for first or
second page viewing will likely require higher bids in order to be effective!
48!Why We Recommend an SEM Increase"
• Limited SEM campaign in FY13!• Just 2.78% of the budget…that produced 11% of traffic!• Ran March – September !• There are many other searches being done using terms that could logically
involve Alaska Seafood (“Fast, healthy meals” – nowhere does this include “seafood,” “salmon,” “cod,” “crab,” “Alaska,” “sustainable,” etc., yet we are a perfect match for a consumer searching for information on fast, healthy meals)!
• SEM achieved good results in FY13!• For the keyword of “Wild Alaska Flavor,” we generated an outstanding click-
through-rate (CTR) of 21.99% vs. the national average of 3.6%!• It is important to stay on top (page 1 or 2 of search results)!
• Search is by far the most effective if you are on the first 2 pages (please reference stats on the following page)!
• Not participating in many key search areas currently!• Our recommendation to increase is in line with the national shift in advertising mix
toward more digital/search!• We also believe paid search shows promise as an element in support of driving
traffic to key Retail program partners!
49!Search Rank Stats"
• According to a June 2013 study performed by Chitika Insights, a website with the first position in the search results contributed to 33% of the traffic, compared to 18% for the second position!
• The data also shows that the first position on any page of results contributed to more traffic than the second position in each respective page!
• Sites listed on the first Google search results page generate 92% of all traffic from an average search!
• When moving from page one to two, the traffic drops by 95% (from 91.5% to 4.8%)!
50!SEM Campaign Progress"
• Google search data on the search term “sustainable seafood”:!• At the beginning of the SEM campaign, we appeared on
page 10 of Google search results!• After the campaign began and throughout the campaign,
we appeared on page 1 of Google search results!• After campaign completion (as of Oct. 16th), we now appear
on page 8 of Google search results!
• Spend during the campaign for “sustainable seafood” was just $1,386.13!• An inexpensive way to be at least considered when
someone searches on this topic!
51!Food Website Advertising Referral Traffic"
Referral Traffic Visits foodnetwork.com / referral 51875 food.com / referral 10385 adsremote.scrippsnetworks.com / referral 9309 cookingchanneltv.com / referral 1249 m.foodnetwork.com / referral 718 blog.foodnetwork.com / referral 531 click.scrippsnetworks.com / referral 423 share.food.com / referral 243 scrippsonline.com / referral 104 southern.food.com / referral 87 baking.food.com / referral 78 dessert.food.com / referral 71 mexican.food.com / referral 71 low-‐cholesterol.food.com / referral 66 chinese.food.com / referral 64 australian.food.com / referral 59 greek.food.com / referral 57 breakfast.food.com / referral 56 deep-‐fried.food.com / referral 54 foodnetworkstore.com / referral 42 italian.food.com / referral 38 restaurant.food.com / referral 36 blog.cookingchanneltv.com / referral 22 cheese.food.com / referral 20 click.scrippsnetworks.com:80 / referral 19
Referral Traffic Visits common.scrippsnetworks.com / referral 18 indian.food.com / referral 16 adimages.scrippsnetworks.com / referral 15 my.foodnetwork.com / referral 15 thai.food.com / referral 14 healthy.food.com / referral 9 mynewsleCers.scrippsnetworks.com / referral 9 dairy-‐free.food.com / referral 6 thanksgiving.food.com / referral 6 lunch.food.com / referral 5 m.cookingchanneltv.com / referral 5 soul.food.com / referral 5 blog.food.com / referral 4 christmas.food.com / referral 4 holidays.food.com / referral 4 blue.food.com / referral 2 foodnetwork.com. / referral 2 m.foodnetworkstore.com / referral 2 red.food.com / referral 2 college.food.com / referral 1 food.com. / referral 1 meatloaf.food.com / referral 1 quick-‐and-‐easy.food.com / referral 1 roast-‐beef.food.com / referral 1 unique.food.com / referral 1
TOTAL = 75826
Traffic to wildalaskaflavor.com based on Google Analytics results !(referral traffic from ads that ran on FoodNetwork.com, Food.com, and various other !
Food Network affiliate sites included in our ad buy package)!
