Kyle Verge Managing Director, PUSH Media Group
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1 Kyle Verge Managing Director, PUSH Media Group Kyle Verge Managing Director PUSH Media MaRS Centre 661 University Ave. Suite 800 M5G 1M1 (647)
2 PLAY BREAK OPEN ONTARIO NOVEMBER 19TH, 2015
3 OVERVIEW 1. MEET THE TEAM & BACKGROUND 2. PLAY BREAK OPEN BRANDING & DIRECTION 3. WEBSITE AND ANALYTICS 4. FACEBOOK INSIGHTS 5. SEARCH ENGINE MARKETING - AWARENESS & RETARGETING 6. THIRD-PARTY INTELLIGENCE MARKETING
4 PORTFOLIO
5 MEET THE DIGITAL TEAM Kyle Verge Director / Digital Contracted Specialists Stephane Guenette Lead Project Manager Vessy Stroumsky Sr. Branding / Technology Courtney Verk Lead Copywriter / Editor
6 CAMPAIGN OVERVIEW Eight-week campaign (in 7th week currently) Traditional & Digital Mix Build from scratch campaign: Website, Social, Branding/Identity, Creative, Ad units & Strategy. Display Network Advertising RTB network buy of articles/content with H.I Lottery based on comprehensive keyword lists. Premium Banner Media - Audience Intelligence High Index - Lottery Premium website banner ads based on all of Rogers & Bell's online properties (including US sites) based on highest index for lottery users. Retargeting Advertising Specialized banner ads for post-visit users Mobile Geo-Based Advertising Southwestern Ontario 2 Layer Behavioural Campaign Digital Pre Roll 30sec Geo-Based TV Advertising CP24, CTV News, E!Online, and TSN Facebook Page Advertising Unique banner, newsfeed ads promoting "Likes" to PBO FB page based on FB history, other likes, tendencies, and geo-located all Ontario. Facebook Content Advertising Advertising our actual daily posts as ads to promote reach and impressions and generate interactions based on targeting criteria above.
7 BRANDING & DIRECTION.
8 THE LOGO Design Descriptors: Modern and distinctive On trend almost flat Vibrant colours Fun and exciting Targeted Demographic: MF Any Income
9 COLOUR PALETTE BLUE Primary Colour DARK BLUE GREY In Lieu of Black INDIGO Secondary Colour WHITE Text (Usually) ORANGE Action Colour
10 WEBSITE & ANALYTICS.
11
12 WEBSITE HOW MANY VISITORS HAVE WE HAD? 8,087 Total Sessions 6,441 Unique Sessions 10,514 Pages Viewed 1min 51s Avg. Time on Page
13 WEBSITE HOW ARE VISITORS DIRECTED TO THE SITE? Traffic Channel refers to the tool(s) used by the visitor to become aware of, and click to go to either the mobile or desktop version of the website. Referral Traffic is sources of visitors that lead directly to the website. The referrers were selected based on similarity to product, scrutiny of demographic interests and reach of network.
14 WEBSITE WHO IS VISITING TO THE SITE? The gender and ages of the user was evaluated based on the information available from the users sign-in accounts while visiting the site.
15 FACEBOOK INSIGHTS.
16
17 FACEBOOK HOW ARE WE GROWING? 31 Like Rate (Avg. Per Day) Data Up Until and Including November 15th, 2015
18 FACEBOOK WHO LIKES US? Data Up Until and Including November 15th, 2015
19 FACEBOOK HOW MANY PEOPLE SEE OUR PAGE? 227,998 Page Reach Total 737,583 Page Views Total Data Up Until and Including November 15th, 2015
20 CELEBRATORY POSTS Communicate with the people who Like our page and celebrate milestones together. Concurrently we provide relevant content to push campaign message(s) and our charity focus. Provide the opportunity for Likers to share kudos to our charities through Likes and comments.
21 EVENT POSTS Create and foster a sense of community by honouring major (and minor) events that matter to Canadians.
22 INTERACTIVE POSTS Encourage Facebook users to participate in fun and engaging posts. Keeping these posts in line with calendar events that our community are already discussing allows us to join the conversation. Example: This post where ask our community to find the Break Open Nevada tickets hiding in the pile of Halloween candy.
23 FACEBOOK HOW MANY PEOPLE SEE OUR POSTS? 92,385 Post Reach Total 105,740 Post Impressions Total Data Up Until and Including November 15th, 2015
24 FACEBOOK ARE OUR LIKERS INTERACTING WITH US? Data Up Until and Including November 15th, 2015
25 SEARCH ENGINE MARKETING.
26 AD CAMPAIGN DICHOTOMY AWARENESS CAMPAIGN Targets new opportunities Eye-catching adverts to encourage clicks and gain new visitors to the site Expectation: a consistent number of impressions over time with a steady number of clicks RETARGETING CAMPAIGN Targets visitors who have already been to the site Remarket adverts with new content and reiterate branding Expectation: a growing number of impressions clicks are less important here
27 SEM HOW ARE NEW VISITORS TARGETED IN AWARENESS? VISITOR INTERESTS
28 SEM ARE PEOPLE SEEING THE AWARENESS ADS? 2,227,955 Total Number of Impressions 2,558 Total Number of Clicks
29 SEM - WHO IS ACTUALLY SEEING AWARENESS ADS?
30 SEM - WHAT DEVICES ARE OUR ADS SEEN ON?
31 AD SET ANATOMY 1)FIRST CONNECT SET Bring awareness of the campaign and branding Highlight locations and PLAY 2)SUPPORT SET Reiterate charity focus and emphasises supporting the community Used in both Awareness and Retargeting campaigns 3)CHARITY FOCUS SET Focus on individual charities/causes supported by Play Break Open Ontario Provide a larger body of text with no call to action
32 FIRST CONNECT SPECIFICS Released in/before first week of campaign Generated awareness of campaign tickets and locations Focus on keywords like fun and play Goal was to generate clicks to website and promote a playful and entertaining product AWARENESS 659,536 (30%) Total Number of Impressions RETARGETING 112,857 (29%) Total Number of Impressions 39 (15%) Total Number of Clicks 207 (26%) Total Number of Clicks
33 SUPPORT SPECIFICS Released during week 2 of the campaign Shift attention to community support and charity focus Focus on keywords like support and community Goal was to advertise how playing is fun and good for Ontario communities AWARENESS 1,603,328 (70%) Total Number of Impressions RETARGETING 135,943 (35%) Total Number of Impressions 2,161 (85%) Total Number of Clicks 284 (37%) Total Number of Clicks
34 CHARITY FOCUS SPECIFICS Released during week 3 of the campaign No call to action intentional serve more ads per day Longer bodies of text publically communicating purpose of charity or organization Goal was to reiterate charityfocus message to previous visitors to site AWARENESS n/a Total Number of Impressions RETARGETING 141,692 (36%) Total Number of Impressions n/a Total Number of Clicks 284 (37%) Total Number of Clicks
35 THIRD-PARTY INTELLIGENCE MARKETING.
36 EBLAST OBJECTIVE: Bring awareness to the OCGA Break Open Nevada lottery tickets which support local communities through funding for services that impact thousands of Ontarians every year TARGET: South-Western Ontario SUBJECT LINE 1: Support Your Community with Charitable Gaming SUBJECT LINE 2: your Community Play to Win & Support 34,255 Total Deployed 5,185 (15%) Total Opens
37 BELL MEDIA NETWORK VIDEO ADS Premium network programing for affordable geo-targeted cost per 1000x views of 30s spot. CP24, CityTV, TSN 94,011 Total 30 Sec Video Competitions 1,689 Total Clicks From Commercial To Website
38 BELL MEDIA NETWORK DISPLAY ADS Premium Website Networks with High Lottery Index Based on Customer Profile (TSN, E! Online, CityNews, etc) 473,629 Total Impressions 1,172 Total Clicks
39 THE WEATHER NETWORK For geo-targeted brand awareness, we single out places with frequent visits: Weather. 1,739,593 Total Impressions 1,289 Total Clicks
40 5,311,799 TOTAL NUMBER OF TARGETED IMPRESSIONS - WEEKS 1-6 The approx. number of viewers of Play Break Open Ontario content.
41 THANK YOU.
42 Where We re At End of Week 6 CONFIDENTIAL - DO NOT DISCLOSE WEBSITE Sessions / Week % Web W1 Traffic Channel Visitor Genders Interests (Top 5): 1. Movie Lovers 2. TV Lovers 3. News/Readers 4. Entertainment 5. Technophiles W2 New W3 Female Male Unknown 5.24% 4.81% 4.25% 3.70% 3.67% W4 Web Ads Direct Referral Social Networks Organic Returning W5 Visitor Age Bracket W ,087 Sessions Total 10,514 Pageviews Total Purchasing/Shopping Segments (Top 5): 1. Travel / Hotels 2. Employment 3. Automotive 4. Home & Garden 5. Financial 31% TSN Referral Traffic Female 1min 51s Avg Time on Page 3.93% 3.41% 2.76% 2.42% 2.17% 6,441 Unique Sessions Male 1.30 Pages / Session TSN EA Online (Ca) CTV News CP24 The Weather Net. Other 55+ SEM No. Clicks Awareness Campaign 2,277,955 Total Number of Impressions Impressions 500K 400K 300K 200K 100K 0 FACEBOOK 1,171 Likes Like Sources 227,998 Page Reach Total 262,471 Page Impressions Total W1 W2 94% W3 Ads Page Likes Page Suggestions On Your Page Your Posts Page Reach 2,558 Total Number of Clicks W4 W5 W6 31 Like Rate (Per Day Avg) 88% Page Impressions Post Interation 75% Games Display Keywords (Top 5) 51% V Game Topic Impressions (Top 5) ,385 Post Reach Total 105,740 Post Impressions Total Games NHL Gaming Fundraising Gambling Other Video Games Flash Entertainment Shopping Image Galleries Fun/Silly Surveys Other Link Clicks Other Clicks 94% Post Reach Retargeting Campaign 390,529 Total Number of Impressions Impressions 100K 80K 60K 40K 20K 0 83% W1 Photo Views Post Impressions W2 W3 Video Plays Paid Organic 776 Total Number of Clicks W4 W5 Like Age Bracket W ,670 Size of Retargeting List (Members) Like Genders Retargeting List Genders Female Male Unknown Female Male Unknown Female Male 55+ MOBILE TIME OF DAY ANALYSIS GLOSSARY 24% Mobile Web Visitor Device Category Desktop Mobile Tablet 59% Mobile Other Mobile 34% Mobile Ad Impressions by Device ipad iphone Facebook Like 55% Galaxy S4 Source ipad 44% Galaxy S5 Mobile Other Web Visitor Device (Of Mobile Traffic) Ad Clicks by Device Desktop Mobile Tablet Desktop Mobile Tablet Ad Impressions 200K 150K 100K 50K 0 Ad Clicks Website Sessions :00 AM 1st Peak 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 2nd Peak Click Through Rate (CTR) Measure how often people click the ad after it s been shown to them. CTR is equal to Clicks / Session Impression A count of how many times an Ad, Post, or Facebook Page is served to a viewer Pageview The number of times a page is viewed. Multiple views of the same page are included Reach The number people Play Break Open Onatario content is pushed to Sessions The period of times an user is actively engaged with playbreakopen.ca. All usage data is associated with a session Data is up to and including November 15th, 2015.
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