VISIT ST. PETE/CLEARWATER MONTHLY WEBSITE REPORTING October 2019

GOOGLE ANALYTICS

TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT

Performance (YOY)

o Total Visits: 349,935 26.27%

o Total Unique Visitors: 266,922 10.06%

o Total Page Views: 691,279 20.39%

o Overall Bounce Rate: 54.63% 7.19%

o Time on Site: 105.32 0.86%

TOTAL SITE TRAFFIC, PAGE VIEWS & ENGAGEMENT

Performance: Last 12 months

November 1, 2018 through October 31, 2019

o Total Traffic/Sessions: 4,886,401 1.4%

o Unique Visitors: 3,329,496 10.48%

o Page Views: 9,736,421 7.5%

o Guide Orders: 685 21.89%

o Guide Views: 1,228 1.13%

o Deal Views: 95 66.67%

o Newsletter Sign Up: 95 20.83%

o TripAdvisor Button Clicks: 103 22.62%

SITS

Performance YOY

SITSTrip PlannerOverall Trip Planner usage Year over Year is down 9.40% overall.

o Add to Planner: 1,817 29.60%

o Clicked Toggle Button: 3,856 17.11%

o Star Click: 35 6.06%

o Shared Planner: 198 56.58%

➢ Email: 120 33.33%

➢ Facebook: 46 39.39%

➢ Pinterest: 19 91.85%

➢ Twitter: 13 30%

ORGANIC TRAFFIC

SummaryOctober saw a 47% decrease in Organic Search Traffic looking year-over-year.

The top 10 organic landing pages for October were:

● /event-guide/halloween-events● /event-guide/events-this-week● /article/beach-for-every-mood● /event/enchant-christmas/9891● /current-beach-conditions● /events● /event/upper-tampa-bay-oktoberfest/6097● /list/holiday-events● /● /event-guide/fall-events-and-festivals

ORGANIC TRAFFIC

Due to red tide last year, the current beach conditions page had over 125k organic sessions in October 2018.

9

EMAIL PERFORMANCE

VSPC October 2019 ENEWS STATSEmail Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater!Featured Partner: TradeWinds Island Resorts

Send Date 10/29/2019

Total Delivered 316,046

Confirmed Opens 20,875

Open Rate 6.72%

Total Unique Clicks 2,659

Total Click Thru Rate 0.856%

Featured Clicks 373

Opt-Outs 709

VSPC October 2019 ENEWS STATSEmail Subject: FOMO? Here's What You're Missing in St. Pete/Clearwater!Sponsored Content: Sirata Beach Resort

Send Date 10/29/2019

Total Delivered 316,046

Confirmed Opens 20,875

Open Rate 6.72%

Total Unique Clicks 2,659

Total Click Thru Rate 0.856%

Sponsored Clicks 187

Opt-Outs 709

ActOn Database Sign-upsOctober Growth

o Total Sign-ups: 2,137 N/A

o Fly-In Sign-ups: 539 N/A

o Giveaway Sign-ups: 1,323 24.86%

o Webform Sign-ups: 275 47.27%

Giveaway Sign-upsGiveaways ending in October

Giveaway Name Dates Entries Email Signups

Clearwater Jazz Holiday 9/25/19 - 10/10/19 567 168

Win VIP Tickets to Zac Brown Band

10/10/19 - 10/15/19 448 355

Kick It in St. Pete/Clearwater

5/17/19 - 10/15/19 446 352

My Sunset Getaway (digital & activation)

5/23/19 - 10/31/19 3,452 448

EXECUTIVE SUMMARY

The monthly Chartio report is available here. NOTE: Data reflects Year-over-Year comparison.

● Compared to last year, Total Sessions were down 26% to 349,935, primarily due to the significant traffic leading to the “Current Beach Conditions” page.

● The top traffic driving mediums this month were: Organic Traffic (down 47%), CPC Traffic (up 92%) and Referral Traffic (down 51%)

● Regarding Pageviews and Visitor Behavior, Pageviews were down 20%, Bounce Rate improved by 4% and the Top Viewed pages were: things-to-do/Beaches (up 84%), things-to-do/Events-Festivals (up 35%) and Homepage (down 13%).

● SITs were generally up across all boards except for eNews Sign Ups (down 21%). Guide Orders were up 22%, Deal Views up 67% and TripAdvisor Clicks up 23%.

TAKEAWAYS / NEXT STEPS

Although Referrals were down, we noticed a significant spike on VSPC last year - 6k people looked at the site on Oct. 10, 2018, which was during Hurricane Michael. So we can connect this with people searching for relief, possibly alternate places to stay, etc.

We’ve spoken at length about the decrease in Total Sessions linking to the “Current Beach Conditions” page. The same can be said for the decline in Organic Traffic. With the page live, next step is to add to site footer. Also suggest promoting the page on the Homepage, within the mega menus, and on all relevant Beach pages like Beaches, Beaches of Orlando & A Beach for Every Mood.

Since the Communities page had come up in recent conversation, we’ve provided initial recommendation for page refresh:

● Update the Top Level Communities page copy with information about different art districts● Mention the different art districts in the St. Pete Communities page● Change Matrix title on Top Level Communities page to: “Find Things to Do By Area” or “More Communities in St.

Pete/Clearwater”● Add in Community videos as they are approved

OCTOBER REPORTING HIGHLIGHTS

Visit St. Pete/Clearwater FY20 Digital Media

OCTOBER MEDIA SCHEDULE

• Overall impression volume was up MoM again, with Fall push in full swing and new partners (Omnivirt, Afar, and Trip Scout) launching

• Continued to run mix of creative, including Fall Color

Format Partner 9/29 10/6 10/13 10/20 10/27

CTV Video Hulu

CTV Video Centro

Audio, Video Pandora

Display, Video MIQ

Display Conversant

Display Omnivirt

Display Madden

Display Afar

Display Lonely Planet

Custom Display/Video

JunGroup

Display Trip Advisor

Social Trip Scout

Display Sojern

SEMGoogle Adwords

/ Bing

Video YouTube

Social Facebook

2019October

OCTOBER DISPLAY MEDIA HIGHLIGHTS

OVERALL• Campaign generated 15M impressions and 45K clicks, for an overall CPC of $4.69• Drive and Fly markets performed equally on primary KPIs (C/PV for display and VCR for video), while Drive performed stronger on deeper

site metrics (engagement and SITs)• Overall viewability was 69%, slightly down MoM but still exceeding overall goal of 63%

DISPLAY• Pandora drove highest volume of impressions• Top performers against KPI remained consistent (Jun Group, MiQ, and Sojern)• Afar was the lowest performing banner placement, with a $74.61 C/PV, likely due to high CPMs and low conversion rate

VIDEO• Campaign delivered over 1.7M completed video views, with overall 85% VCR• CTV placements drove highest volume and quality of videos – average 97% VCR• Pandora VCR increased significantly MoM (increased to 71% from 35%), likely due to swap towards 100% :15 spots• Sojern launched video for the first time, initial results are soft with lower than average VCR (~45%)

OMNIVIRT OCTOBER HIGHLIGHTS

• Omnivirt 360 Ads are showing very high CTR vs. 2D ad control group (overall 1.3% CTR vs. 0.13% CTR) –a 10X uplift!

• 3D Ads are showing a smaller uplift (1.27 – 1.37X)

HULU – FALL SUMMARY

• 9/9-10/31 flight dates

• $41,428.56 net spend

• 1,194,183 delivered video completions

• Included 79,913 AV video completions – a $2,971.17 value

CENTRO CTV – FALL SUMMARY

Top Performing Audiences

Delivery HighlightsTop Performing Channels & Devices

PANDORA – FALL SUMMARY

A U D I O X PC A M P A I G N D A T A

▶ IMPRESSIONS2,250,000

▶ CLICKS1,706

▶ REACH558,665

• Great overall reach• Average weekly frequency was 1.51x

• Lower than the recommended frequency of 2.5-3.5x

• Recommend adjustments for Spring campaign to increase average frequency

S O N G W R I T E R S F E S T I V A L

▶ IMPRESSIONS277,778

▶ CLICKS354

▶ REACH72,035

PANDORA – FALL SUMMARY

M O B I L E V I D E O P L U SC A M P A I G N D A T A

▶ VIEWS185,536

▶ COMPLETION RATE81.62%

▶ CLICKS533

▶ REACH146,129

• Extremely successful compared to Pandora benchmarks

• Completion rate dramatically improved after implementing :15s spot

OCTOBER SEM HIGHLIGHTS

SEM• 1.8M+ impressions and 79K clicks

(up 107% YoY) from 63K spend (up just 20% YoY)

• 26.5K+ conversions (up 89% YoY)

• 145K+ views on YouTube• $0.08 CPV

OCTOBER SOCIAL HIGHLIGHTS

SOCIAL• 2.9M+ impressions• 120K+ clicks from• 4.04% CTR (up from 2.95%)• $0.14 CPC (down from $0.18)

MONTHLY SOCIAL MEDIA REPORTOctober

2019

A world of Christmas wonder awaits! Enchant Christmas St. Petersburg is coming to Tropicana Field, Nov 22 - Dec 29 and tickets are on sale now!

>> Top Post

4.1K

$17,099 117,122 2,953,115 3.97% $5.79 $0.15

314K

2.8K

226,063

Engagement

Facebook

Total Impressions

Likes

Spend Clicks Impressions Click through rate Cost per 1k Cost per click

Shares

Views

4,748,835

263,991 Page Likes

PERFORMANCE SUMMARY

ADS TOTALS

VIDEO PERFORMANCE

Instagram

Engagement

>>

To

p P

ost

s

Posts Saves

Storiessent

StoryImpressions

Avg. Reach per Story

46,451Followers

NewFollowers

35,949

49

24.6% 29.2% 3.4%

58,947 1,023

506

2,117 1,739

2,032

34 38

3131

3,222

#LiveAmplified Monthly Social Media Report – Month Year

Increase from previous month Decrease from previous month No change from previous month

#1 #2

#3

YouTube

Views Likes

Minutes watched

Get Inspired at the 2019 SHINE Mural Festival!

Subscribers New

Total Views>> T

op V

ideo

321,982 290

257,172

139,611

17,610 92

>> T

op

Tw

eet

Our Competition

96,048 367

18,828

Visit Tampa Bay Visit Orlando

439,968

6

699 3,424

Engagement

Engagement Engagement

Followers Followers124,483 143,411

1,978 3,622

252 381

Tweets per day

Total impressions

Followers New Followers

97

17

770

Retweets

Comments

Likes

Re-tweets earned

Re-tweets earned Re-tweets earned

Favorites earned

TwitterFull house again here at The Trop! Let’s go, @RaysBaseball! #StayHungry #RaysUp

#LiveAmplified Monthly Social Media Report – October 2019

Increase from previous month Decrease from previous month No change from previous month