Digital

*New* Social-Powered Special Interest Mobile

The Social-Powered Special Interest Mobile program is available to partners at a minimum investment level of $10,000 per month per audience.

This truly unique media offering leverages an artificially intelligent platform that targets people based on real-time social media signals – what they’re sharing; how they’re feeling; and where they go in the physical world – to serve hyper-relevant and timely advertising​ across mobile devices beyond the social ecosystem. Through patented text-analysis, image recognition, video processing and location intelligence engine, this mobile ad platform is capable of understanding, analyzing intent and feelings just like humans. As a result, it can identify consumers based on what they are sharing and engaging with across social media channels, further segment them by their emotions, then strategically deliver targeted display and pre-roll video ads across mobile apps and mobile web.

Five special interest audience segments have been curated to appeal to varying partner goals and desired target consumers – Travel; Epicurean; Outdoor Adventure; Golf Enthusiasts; and Arts & Culture. By tapping into this unique social audience data and activating across mobile display and/or mobile video, partners will be able to seamlessly connect social intelligence to digital efforts.

  • Targeted mobile display and/or mobile pre-roll exposure powered by real-time social media intelligence
  • Five niche audiences available for activation
  • Media curated, executed and managed by Visit NC’s agency media team at LGA
  • Complete and detailed reporting of key performance indicators
  • Avoid multiple vendor buys and associated campaign minimums

Custom Audience

Investment & Flight Options

Targeting

Available Channels & Rates

Required Assets

Travel

Sample Social Media Signals:

Consumers posting about traveling, looking for places to visit, planning RV or road trips, researching points of interests or attractions, etc.

$10,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Social media signals based on travel-related posts, pics, videos, places

Geo-target at least two (2) states of partner choice**

Partner choice of any or all of the following channel(s):

Standard Display ($9 CPM; Mobile)

Pre-Roll Video ($16 CPM; Mobile)

Standard Display:

300 x 250, 300 x 50, 320 x 50

Pre-Roll Video:

:06, :15 and/or :30 video

Epicurean

Sample Social Media Signals:

Consumers sharing recipes, excited to eat out, posting about wineries or breweries, BBQ pics, etc.

$10,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Social Media signals based on epicurean-related posts, pics, videos, places

Geo-target at least two (2) states of partner choice**

Partner choice of any or all of the following channel(s):

Standard Display ($9 CPM; Mobile)

Pre-Roll Video ($16 CPM; Mobile)

Standard Display:

300 x 250, 300 x 50, 320 x 50

Pre-Roll Video:

:06, :15 and/or :30 video

Outdoor Adventure

Sample Social Media Signals:

Consumers sharing hiking plans, kayaking, enjoying nature, camping, etc.

$10,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Social Media signals based on outdoor adventure-related posts, pics, videos, places

Geo-target at least two (2) states of partner choice**

Partner choice of any or all of the following channel(s):

Standard Display ($9 CPM; Mobile)

Pre-Roll Video ($16 CPM; Mobile)

Standard Display:

300 x 250, 300 x 50, 320 x 50

Pre-Roll Video:

:06, :15 and/or :30 video

Golf Enthusiasts

Sample Social Media Signals:

Consumers engaging with golf content, sharing videos, following golf content, looking forward to getting on the course, etc.

$10,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Social media signals based on golf-related posts, pics, videos, places

Geo-target at least two (2) states of partner choice**

Partner choice of any or all of the following channel(s):

Standard Display ($9 CPM; Mobile)

Pre-Roll Video ($16 CPM; Mobile)

Standard Display:

300 x 250, 300 x 50, 320 x 50

Pre-Roll Video:

:06, :15 and/or :30 video

Arts & Culture

Sample Social Media Signals:

Consumers interested in local art and culture, talking about museums or exhibits, sharing advice on museums, researching landmarks, etc.

$10,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Social Media signals based on arts-and-culture-related posts, pics, videos, places

Geo-target at least two (2) states of partner choice**

Partner choice of any or all of the following channel(s):

Standard Display ($9 CPM; Mobile)

Pre-Roll Video ($16 CPM; Mobile)

Standard Display:

300 x 250, 300 x 50, 320 x 50

Pre-Roll Video:

:06, :15 and/or :30 video

*These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).

** Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

Partner Commitment and Material Deadlines

  • October 1 – October 31, 2020 - CLOSED
    • Partner Commitment: September 9, 2020
    • Materials Deadline: September 15, 2020
  • November 1 – November 30, 2020
    • Partner Commitment: October 5, 2020
    • Materials Deadline: October 15, 2020
  • December 1 – December 30, 2020
    • Partner Commitment: October 9, 2020
    • Materials Deadline: November 13, 2020

*NEW* YouTube TrueView Program

The YouTube TrueView program is available to partners at a minimum investment level of $15,000 per month per audience.

Visit North Carolina is excited to offer a YouTube TrueView program, allowing partners to promote their destination via :15 and/or :30 instream video placements. Video ads will be served as pre-roll or mid-roll placements across desktop, mobile, tablet and connected TV. Audience targeting available based on five niche categories – Travel; Epicurean; Outdoor Adventure; Golf Enthusiasts; and Arts & Culture.

This program offering is built on a performance-based model, paying only for qualified user engagement and maximizing partner investment. Instream video ads are skippable after five seconds, and if the user chooses to skip, partners will not be charged. Partners only pay when users watch the full :15 and/or :30 video ad, or if the user engages with the unit via the prominent CTA (call-to-action) button that prompts the user to click out to the partner site.

  • Awareness-building video ads across YouTube, with opportunity to drive actionable traffic to partner site
  • Five niche audience categories available for activation
  • Additional ability to customize add-on targeting (e.g., geo, demo)
  • Guaranteed, performance-based model – competitive $0.05 CPV (cost-per-view) rate
  • Fully managed and executed by Visit NC’s agency media team at LGA
  • Complete and detailed reporting of key performance indicators

Custom Audience

Investment & Flight Options

Targeting

Rate

Required Assets

Travel

Sample Targeting:

Consumers who are…

In market for Travel; Vacation Rentals; etc.

High affinity (propensity) as a Travel Buff; Family Vacationer; etc.

$15,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Travel-oriented audience based on various targeting levers and partner objectives (e.g., in-market, affinity)

Geo-target at least two (2) DMAs or states

Option to include one (1) demo select (e.g., A18-44)

$0.05 CPV (Guaranteed)

(2-3) :15 and/or :30 videos – must be uploaded as public on partner’s own YouTube channel

300 x 60 Companion Banner

CTA Overlay Copy:

Headline (max 15 characters)

CTA (max 10 characters)

Epicurean

Sample Targeting:

Consumers who are…

Browsing related content like Restaurant Reviews & Reservations; Food & Beverage Events; etc.

High affinity (propensity) as a Foodie; Cooking Enthusiast; etc.

$15,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Epicurean-oriented audience based on various targeting levers and partner objectives (e.g.,in-market,affinity)

Geo-target at least two (2) DMAs or states

Option to include one (1) demo select (e.g., A18-44)

$0.05 CPV (Guaranteed)

(2-3) :15 and/or :30 videos – must be uploaded as public on partner’s own YouTube channel

300 x 60 Companion Banner

CTA Overlay Copy:

Headline (max 15 characters)

CTA (max 10 characters)

Outdoor Adventure

Sample Targeting:

Consumers who are…

High affinity (propensity) as an Outdoor Enthusiast; etc.

Browsing related content like Adventure Travel; Hiking & Camping; etc.

In market for Outdoor Recreation Equipment; etc.

$15,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Outdoor-adventure-oriented audience based on various targeting levers and partner objectives (e.g., in-market, affinity)

Geo-target at least two (2) DMAs or states

Option to include one (1) demo select (e.g., A18-44)

$0.05 CPV (Guaranteed)

(2-3) :15 and/or :30 videos – must be uploaded as public on partner’s own YouTube channel

300 x 60 Companion Banner

CTA Overlay Copy:

Headline (max 15 characters)

CTA (max 10 characters)

Golf Enthusiasts

Sample Targeting:

Consumers who are…

High affinity (propensity) as a Golf Enthusiast; etc.

Browsing related content like Golf; Golf Equipment; etc.

In market for Golf Equipment; etc.

$15,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Golf-oriented audience based on various targeting levers and partner objectives (e.g., in-market, affinity)

Geo-target at least two (2) DMAs or states

Option to include one (1) demo select (e.g., A18-44)

$0.05 CPV (Guaranteed)

(2-3) :15 and/or :30 videos – must be uploaded as public on partner’s own YouTube channel

300 x 60 Companion Banner

CTA Overlay Copy:

Headline (max 15 characters)

CTA (max 10 characters)

Arts & Culture

Sample Targeting:

Consumers who are…

High affinity (propensity) as an Art & Theater Aficionados; Movie Lovers; Music Lovers; etc.

Browsing related content like Movies; Music & Audio; Performing Arts; Visual Art & Design; etc.

Inmarket for Performing Arts Tickets; Concert & Music Festival Tickets; Fine Art; etc.

$15,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Arts-and-culture-oriented audience based on various targeting levers and partner objectives (e.g., in-market, affinity)

Geo-target at least two (2) DMAs or states

Option to include one (1) demo select (e.g., A18-44)

$0.05 CPV (Guaranteed)

(2-3) :15 and/or :30 videos – must be uploaded as public on partner’s own YouTube channel

300 x 60 Companion Banner

CTA Overlay Copy:

Headline (max 15 characters)

CTA (max 10 characters)

*These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).

**Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

Partner Commitment and Material Deadlines

  • October 1 – October 31, 2020 - CLOSED

      Partner Commitment: September 9, 2020
    • Materials Deadline: September 15, 2020
  • November 1 – November 30, 2020

      Partner Commitment: October 5, 2020
    • Materials Deadline: October 15, 2020
  • December 1 – December 30, 2020

      Partner Commitment: October 9, 2020
    • Materials Deadline: November 13, 2020

*NEW* iHeartMedia Streaming Audio

The iHeartMedia Streaming Audio Program is available to partners at three investment tiers starting at $7,500 per month.*

Visit North Carolina is pleased to present partners a streaming audio program allowing them to promote their destination via :15 or :30 audio messages across iHeartMedia’s network of 1,000+ radio stations and their podcasting network. Messages will be served through their streaming audio platform that reaches listeners across a multitude of devices including connected car, smart speakers, mobile phones, smart TV’s, gaming platforms and Alexa and Google devices.

  • Partners can target individuals via the following parameters:
    • Geography at either the city or state level dependent on pricing tier
    • Demographics (e.g., Adults 18-44)
    • Genre/format (e.g., country, rock)
  • iHeartMedia can produce one :15 or :30 commercial from a script supplied by the partner at no additional cost
  • Cost savings of 25% compared to standard rates
  • Reporting provided after campaign completion

Investment & Flight Options

Targeting

Rates

Required Assets

$7,500 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to customize their audience based on the following target selects**:

One (1) city or MSA

One (1) demo (e.g., Adults 18-44)

Option to add genre or format targeting (e.g., rock,country)

$12.75 CPM

Standard Audio:

Partner to send either :15, :30 MP3 or WAV

Or partners can provide a script and iHeartMedia will produce the spot at no additional charge.

$25,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to customize their audience based on the following target selects**:

Maximum three (3) cities or MSAs

One (1) demo (e.g., Adults 18-44)

Option to add genre or format targeting (e.g., rock,country)

$10.20 CPM

Standard Audio:

Partner to send either :15, :30 MP3 or WAV

Or partners can provide a script and iHeartMedia will produce the spot at no additional charge.

$50,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to customize their audience based on the following target selects**:

Maximum one (1) state

One (1) demo (e.g., Adults 18-44)

Option to add genre or format targeting (e.g., rock,country)

$7.65 CPM

Standard Audio:

Partner to send either :15, :30 MP3 or WAV

Or partners can provide a script and iHeartMedia will produce the spot at no additional charge.

*These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).

** Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

Partner Commitment and Material Deadlines

  • October 1 – October 31, 2020 - CLOSED
    • Partner Commitment: September 14, 2020
    • Materials Deadline: September 17, 2020
  • November 1 – November 30, 2020
    • Partner Commitment: October 5, 2020
    • Materials Deadline: October 15, 2020
  • December 1 – December 30, 2020
    • Partner Commitment: October 9, 2020
    • Materials Deadline: November 13, 2020

*NEW* Spotify Digital Music Streaming Program

The Spotify Digital Music Steaming Program is available to partners at three (3) investment tiers of $30,000, $50,000 and $75,000 per geography and length of flight.*

Spotify is a digital music, podcast and video streaming service that gives its listeners access to millions of songs and content from artists all over the world. With this program, partners will be able to take advantage of Spotify’s 135 million free subscribers and serve timely and relevant :30 audio messaging.

Partners who want to take advantage of this unique opportunity will be asked to commit to either a one (1) month, two (2) month or three (3) month flight. CPMs decrease based on length of commitment.

Audience segments have been curated to reach frequent travelers who are 18+. Partners will choose geography in the form of one (1) state they would like to target. Inventory will run across Spotify’s Audio Everywhere product or Audio Everywhere/Connected Car products depending on tier level. Audio Everywhere includes all connected devices such as mobile phones, smart TVs, smart speakers and Alexa and Google devices. Tier 2 and tier 3 will also include connected car inventory.

Spotify will also offer production of one (1) :30 audio spot from a :30 script supplied by the partner (this is an exclusive benefit typically only offered on media buys of more than $100,000).

Investment & Flight Options

Targeting

Rates

Required Assets

$30,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Frequent travelers, 18+

Geo-target one (1) state of partner choice **

$13.57 CPM

Includes Audio Everywhere inventory

Standard Audio:

:30 max MP3 or WAV, maximum file size: 1MB

Or partners can provide a :30 script and Spotify will produce the spot at no additional charge.

Companion Banner:

640 x 640 jpg, max file size: 200kb

Click through URL

$50,000 Two (2) Months*

October 1 - November 30, 2020

November 1-December 30, 2020

Frequent travelers, 18+

Geo-target one (1) state of partner choice **

$14.22 CPM

Includes Audio Everywhere/Connected Car inventory

Standard Audio:

:30 max MP3 or WAV, maximum file size: 1MB

Or partners can provide a :30 script and Spotify will produce the spot at no additional charge.

Companion Banner:

640 x 640 jpg, max file size: 200kb

Click through URL

$75,000 Three (3) Months*

October 1 - December 30, 2020

Frequent travelers, 18+

Geo-target one (1) state of partner choice **

$13.57 CPM

Includes Audio Everywhere/Connected Car inventory

Standard Audio:

:30 max MP3 or WAV, maximum file size: 1MB

Or partners can provide a :30 script and Spotify will produce the spot at no additional charge.

Companion Banner:

640 x 640 jpg, max file size: 200kb

Click through URL

*These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).

**Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

Partner Commitment and Material Deadlines

  • Flights starting on October 1, 2020 - CLOSED
    • Partner Commitment: September 7, 2020
    • Materials Deadline: September 8, 2020
  • Flights starting on November 1, 2020

    • Partner Commitment: October 1, 2020
    • Materials Deadline: October 6, 2020
  • Flights starting on December 1, 2020

    • Partner Commitment: October 9, 2020
    • Materials Deadline: November 4, 2020

*NEW* Paid Social (Facebook & Instagram) Program

The Paid Social (Facebook & Instagram) program is available to partners at three investment tiers, starting at $5,000 per month.

The Paid Social program allows partners to actively promote their destination and offerings across both Facebook and Instagram, specifically targeting Travel Enthusiast audiences. Multiple program options are available to cater to varying partner objectives (e.g., awareness, engagement, site traffic); sub-targeting needs (e.g., geo, interests, behavioral); and asset availability relative to desired goals (e.g., image-based static units; short video units).This is a great option for partners who might have limited internal resources to currently run paid social campaigns on their own.

Based on their desired goals and objectives, dark posts will be served from each participating partner’s respective Facebook and Instagram handles – targeted paid social ads that show up as sponsored ad content in the feeds of specifically targeted users. Unlike boosted and organic posts, dark posts do not appear on the partner’s owned timeline/page or in the feeds of followers.

If desired, partners can also take advantage of the added benefit of co-association with Visit North Carolina via Branded Content – a “paid partnership”-type tag.***

  • Targeted paid Facebook and Instagram posts catered to desired partner goals
  • Travel Enthusiast audience focus, with custom add-on selects (e.g., geo, interests) – unlock more options with each investment level
  • Efficient dynamic CPM pricing based on campaign objective
  • Fully managed and executed by Visit NC’s agency media team at LGA
  • Complete and detailed reporting of key performance indicators

Investment & Flight Options

Targeting

Rates

Required Assets

$5,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to further customize their audience beyond Travel Enthusiasts based on the following target selects**:

One (1) to two (2) DMAs

One (1) demo (e.g., A18-44)

One (1) additional audience select (e.g., foodie, golf, etc. interest; Frequent Travelers behavior)

$2-$5 dCPM

Dynamic CPM pricing based on partner objectives (awareness; engagement; or site traffic) and targeting selects

Partner’s owned Facebook and Instagram handles

Two (2) static and/or video units – format determination should be based on objectives

Static: 1080 x 1080 image

Video: Recommended length of 8-10 sec

Units should not consist of more than 20% text to avoid reduced delivery

Ad Copy:

Text (max 125 characters)

Headline (max 25 characters

CTA Button (e.g., Learn More)

$12,500 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to customize their audience based on the following target selects**:

Two (2) to three (3) DMAs

One (1) demo (e.g., AD 18-44)

Two (2) additional audience selects (e.g., foodie, golf, etc. interest; Frequent Travelers behavior)

$2-$5 dCPM

Dynamic CPM pricing based on partner objectives (awareness; engagement; or site traffic) and targeting selects

Partner’s owned Facebook and Instagram handles

Two (2) to three (3) static and/or video units – format determination should be based on objectives

Static: 1080 x 1080 image

Video: Recommended length of 8-10 sec

Units should not consist of more than 20% text to avoid reduced delivery

Ad Copy:

Text (max 125 characters)

Headline (max 25 characters

CTA Button (e.g., Learn More)

$25,000 Per Month*

October 1-31, 2020

November 1-30, 2020

December 1-30, 2020

Each partner to customize their audience based on the following target selects**:

Three (3) to four (4) DMAs OR one (1) state

One (1) demo (e.g., AD 18-44)

Three (3) additional audience selects (e.g., foodie, golf, etc. interest; Frequent Travelers behavior)

$2-$5 dCPM

Dynamic CPM pricing based on partner objectives (awareness; engagement; or sitetraffic) and targeting selects

Partner’s owned Facebook and Instagram handles

Three (3) to four (4) static and/or video units – format determination should be based on objectives

Static: 1080 x 1080 image

Video: Recommended length of 8-10 sec

Units should not consist of more than 20% text to avoid reduced delivery

Ad Copy:

Text (max 125 characters)

Headline (max 25 characters

CTA Button (e.g., Learn More)

*These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).

**Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

***In order to participate in this aspect of the program, each partner must pre-approve Visit NC as a Business Partner for Branded Content and provide Visit NC’s Social Team access to their Facebook Ad Account. Visit NC retains the right to pre-approve all posts where they may be included via Branded Content. Troubleshooting and step-by-step instructions will be offered to each participating partner.

Partner Commitment and Material Deadlines

  • October 1 - October 31, 2020 - CLOSED
    • Partner Commitment: September 9, 2020
    • Materials Deadline: September 15, 2020
  • November 1 – November 30, 2020
    • Partner Commitment: October 5, 2020
    • Materials Deadline: October 15, 2020
  • December 1 – December 30, 2020
    • Partner Commitment: October 9, 2020
    • Materials Deadline: November 13, 2020