2020-2021 Digital Co-Op Packages
COX Premium Digital Video – OTT / CTV ProgramThe Cox Premium Digital Video – OTT / CTV program is available for a minimum investment of $10,000 per flight.* With the surge of fragmented audience consumption, OTT (over-the-top) and CTV (connected TV) inventory augments traditional TV programming viewership – reaching cord-cutters and / or households with multiple subscriptions. This program is focused on getting targeted and cost-efficient views within premium full-episode digital video content (long-form content inventory that’s 22 minutes or longer). Commercials air just like in traditional television – non-skippable and in a clutter-free environment (in either pre-, mid- or post-programming). The buy will reach desired viewers where they’re consuming premium OTT, connected TV and FEP (full episode player) content. Majority of delivery to be across highly coveted OTT (internet-connected device, like an Apple TV or Roku) and CTV (internet-enabled TV, like a Smart TV). Remaining FEP delivery can be across mobile / tablet / desktop devices – still delivering TV-like content (quality and length), but consumed via device apps and web browsers, and serving as an extension of traditional TV-viewing habits.
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Investment | Flight Options | Targeting | Rate | Required Assets |
$10,000 Per Partner, Per Flight* |
September 1- 30, 2020 March 15 – April 15, 2021 Must have at least three (3) partners to execute each flight |
Each partner to customize their audience based on the following target selects**:
| $33.50 eCPM | Two total creative versions – :15 and / or :30 video spots |
* This is the campaign minimum. Partners may choose to increase their investment to make their buy more effective.
** Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.
AccuWeather ProgramThe AccuWeather Program is available at investment levels starting at $2,500 per partner. Weather and travel go hand in hand, as weather has an innate ability to influence daily decisions, including vacation planning – whether spontaneous weekend getaways, family spring break, fall road trips and beyond. This program offers three unique packages for partners to tap into AccuWeather’s loyal and engaged audience across its desktop, mobile web and mobile app platforms. Scalable price points and options of display, preroll video and high-impact creative allow for flexibility in addressing various goals, budget levels and asset availability. Additionally, participating partners can tailor their geo and audience selections, with an additional opportunity to target against inclement weather conditions – perhaps teasing warmer temperatures when northern climates are much colder or a cool-off message from mountain destinations at summer’s peak.
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Investment | Flight Options | Targeting | Rate & Channel(s) | Required Assets |
$2,500 Per Partner | One month (up to partner) |
Each partner to customize their audience based on the following target selects*:
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$8.88 - $9.38 eCPM Standard Display | Standard Display: 300 x 250, 320 x 50, 728 x 90 |
$5,00 Per Partner | One month (up to partner) |
Each partner to customize their audience based on the following target selects*:
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$10.16 - $10.73 eCPM Standard Display + Preroll Video |
Standard Display: 300 x 250, 320 x 50, 728 x 90 Preroll Video: :15 and / or :30 video |
$10,000 Per Partner | One month (up to partner) |
Each partner to customize their audience based on the following target selects*:
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$9.92 - $10.44 eCPM Standard Display + Preroll Video + Custom High-Impact Hero Unit |
Standard Display: 300 x 250, 320 x 50, 728 x 90 Preroll Video: :15 and / or :30 video Custom High-Impact Hero Unit (AccuWeather to build): Logo, imagery, copy, fonts, brand guidelines, standard display PSDs (directional) |
* Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.
Atlas Obscura – Place Page SponsorshipThe AtlasObscura.com program is available at an investment level of $3,000 per partner. Atlas Obscura is the definitive travel guide to the world’s hidden places. With a mission to help people escape the ordinary and experience a sense of wonder and curiosity, Atlas Obscura believes there is something new to discover every day – whether it’s halfway around the globe or just around the corner. This co-op offers the opportunity to work with Atlas Obscura’s editorial team to curate and add a new Atlas Obscura Place page entry to their growing database of more than 19,000 unique and extraordinary things to see and do (e.g., historical site, natural wonder, unique food experience). Highlight and promote your hidden gem(s) among a passionate, socially engaged community of adventurous explorers looking for their next travel destination.
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Promotional Flight | Content Source | Required Assets | Content Deliverables & Promotional Support |
Three Months (exact timing up to partner) | Curated by Atlas Obscura’s editorial team, in collaboration with and approved by partner |
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One (1) custom-curated database addition of a new Place Page:
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Custom packages available upon request
Premium Travel Display ProgramThe Premium Travel Display program is available at an investment level of $7,500 per flight.* Visit North Carolina is excited to offer an inaugural program that allows partners to run targeted display ads across a handcrafted set of marquee travel-endemic properties in an affordable and operationally efficient manner. Partners can buy into a curated site list that Visit NC’s agency media team has carefully procured and bundled, gaining visibility across highly relevant sites without having to stitch together several direct buys that tend to come with steep campaign minimums. The breadth of selected sites will strategically position partners to connect with prospective travelers throughout the decision funnel – from trip inspiration on travel-content sites (e.g., Lonely Planet, Travel & Leisure) to vacation guidance within authoritative travel sections of leading publishers (e.g., U.S. News & World Report, USA Today Network) to booking agents with OTAs (e.g., TripAdvisor, Expedia).
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Investment | Flight Options | Targeting | Rate | Required Assets |
$7,500 Per Partner, Per Flight* |
September 1- 30, 2020 March 15 – April 15, 2021 Max of four (4) partners in each flight |
Partner to run across a pre-determined list of premium travel sites Select any geo(s) from the following list: FL, GA, MD, NC, NJ, NY, OH, PA, SC, TN, VA, Washington D.C. | TBD CPM Rate |
Standard Display: 160 x 600, 300 x 250, 300 x 50, 320 x 50, 300 x 600, 728 x 90 |
* This is the campaign minimum. Partners may choose to increase their investment to make their buy more effective.
These examples above are sample sites that may or may not be included in the program. Final sites will be determined as each buy is conducted.
Google DMO Partnership Program Support ServicesNow in its second year, Google DMO Partnership Program Support Services provided by Miles Partnership is helping North Carolina DMOs improve the quality and visibility of their destination within Google’s search and travel planning products. Participants have already seen more than 10 million views of their content in Google Travel. Featured Benefits:
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Partner Opportunities
Gold Level Audit, Activation & Training Program for DMOs
$9,000 Per Partner ($18,000 value; Visit North Carolina will invest $9,000 into each partner program)
This program option is ideal for DMOs representing counties and large destinations. It includes the following:
- Audit: consumer search behavior analysis and baseline audit of destination’s representation across Google’s travel planning products
- Activation: Google DMO Partnership Program registration, Google business listing completeness analysis (up to 800 listings) and missing data submission, visual content review and submission (up to 200 images)
- Training: instruction on tools and resources, detailed action plan and dedicated Google Pixel phone
- Industry Education Portal: access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources
Silver Level Activation & Training Program for DMOs
$3,250 Per Partner ($6,500 value; Visit North Carolina will invest $3,250 into each partner program)
This program option is ideal for small markets. It includes the following:
- Audit: consumer search behavior analysis and baseline audit of destination’s representation across Google’s travel planning products
- Activation: Google DMO Partnership Program registration, Google business listing completeness analysis (up to 200 listings) and missing data submission, visual content review and submission (up to 75 images)
- Training: instruction on tools and resources, detailed action plan and dedicated Google Pixel phone
- Industry Education Portal: access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources
Bronze Level Industry Education Portal
$100 Activation Fee Per Partner (Visit North Carolina is offsetting the cost of the Local Marketing Education Portal for businesses statewide)
This program option will enable your industry to better understand how to expand their reach in Google travel products. It includes the following:
- Access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources
Second Year Partner Opportunities
Ongoing Google Program Activation Support
Gold Level: $5,400 Per Partner ($7,200 value; Visit North Carolina will invest $1,800 into each partner program)
Silver Level: $3,600 Per Partner ($4,800 value; Visit North Carolina will invest $1,200 into each partner program)
DMOs who previously participated in the Google DMO Partnership Program Support Services Audit, Activation & Training may desire additional ongoing support from Miles to maintain the momentum of the efforts in Google. Miles will provide:
- Access to exclusive quarterly webinars featuring product news and strategic insights related to Google’s travel products and other platforms through the lens of destination marketing.
- Quarterly call with Miles’ Google team to review support provided and discuss recommendations, next steps
- Quarterly support hours to provide ongoing activation including:
- Re-evaluation of business listings to identify key missing data and evaluate changes in completeness over time. Suggesting edits to missing data / locations and assist with business verifications.
- Reviewing photos galleries of high-visibility attractions and destination galleries and flagging poor /inappropriate images.
- Uploading DMO-owned images to locations within Google
Additional Program Options
Google My Business Industry Education Program $4,000 Per Partner ($5,500 value, Miles Partnership providing 27% discount)
August 17 – August 21, 2020
- In-market industry workshop event on Google My Business for your community
- Organization-branded how-to guides and fact sheets
- Five positions available. Neighboring partners can share cost of a single event.
- Includes travel expenses. Participant to provide venue.
Must have at least three (3) partners to execute this program.
360 & Virtual Tour Content Package
$9,000 Per Partner ($11,250 value; Miles Partnership providing 20% discount on each partner program)
One of the key ways a DMO can see trackable results of their reach within Google is by contributing photos and 360 photospheres. This program creates quality content specifically optimized for Google, as well as applications that extend beyond the Google platform.
- 360 photo shoot of 10 key points of interest in the market
- Google virtual tours of two locations & two itinerary journeys built in Google Tour Creator
- Post processing, DMO branding in 360 photospheres, and upload to Google for all images
- Embed code to integrate tours into website and share links that can be used in social media etc.
If you have questions or would like to participate, please reach out to Kim Palmer, kim.palmer@milespartnership.com.
Contact
Hailey Weddington
hweddington@thinklga.com
(980) 505-7974
Michelle Murdoch
mmurdoch@thinklga.com
(704) 731-8277