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FY19 October Media Performance 11.14.18
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AGENDA /• Overall Performance
• General Market Results
• Youth Results
• Next Steps
• Appendix
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OVERALL PERFORMANCE /
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PAID MEDIA FLIGHTING /
Digital
PPC
July Aug Sept Oct Nov Dec Jan MayFeb AprMar June
Transit OOH
Paid Social
Influencer
Reporting Round 1
Reporting Round 2
Year-end Reporting
51%
13%
25%
4%
7%
18,152,200
% Budget Delivered Impressions
817,093
12,337,576
90,459
31,397,328
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October 2017
October 2018
YOY % Change
Chat 73 127 74%
Crisis Line 5,384 5,630 4.5%
Text 399 687 72%
TOTAL 5,856 6,444 10%
YOY CRISIS LINE RESULTS /
} 38% under 21
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GENERAL MARKET /
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OOH /
12.3M impressions
Denver
Ft. CollinsGreeley
Colorado Springs
Grand Junction
Pueblo
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11.7% click-thru rate (CTR)
Increased budget = increased performance
PAID SEARCH /
BRAND campaign
“suicide hotline”
"colorado crisis
services”
10.5K clicks
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DIGITAL DISPLAY DELIVERY /
15.3M impressions
Working Age Men
Concerned Public
General Market
LGBTQIA+
39.5K clicks
Mobile / click-to-call
Audience Targeting
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DIGITAL DISPLAY PERFORMANCE /
+8%in click-thru rate (CTR)
mobile +28% above benchmark
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TOP CTR CREATIVES /
General Audience (0.29%) & Concerned Public (0.08%)
General Audience (0.28%)Men (0.27%) & Concerned Public (0.07%)
Men (0.27%)
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TOP CTR CREATIVES /
LGTBQIA+ (0.28%)
LGBTQIA+ (0.27%)
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PAID SOCIAL DELIVERY /
378K impressions
Working Age Men
Concerned Public
LGBTQIA+
381 clicks
Working Age Men
Concerned Public
LGBTQIA+
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PAID SOCIAL TOP CREATIVE /
Men (0.11% CTR)
Concerned Public (0.12% CTR)
LGTBQIA+ (0.15% CTR)
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YOUTH /
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SadnessAnxiety
Loneliness
Depression
2.8M impressions
Sadness
Anxiety
Loneliness
DIGITAL DISPLAY DELIVERY /
Depression
3.6K clicks
0.13% CTR
+3% above benchmark (.10%)
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PAID SOCIAL PERFORMANCE /
483K impressions 5x engagement
youth ages 13-17 as compared to 18-21
2.5x benchmarkwith a 69% video
completion rate (VCR)
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INSTAGRAM CREATIVE /
Highest click volume Most engagement
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YOUTUBE CREATIVE /
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NEXT STEPS /
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11/28 REVISED MEDIA PLAN /
:15 awareness
videos
shift display to
social
General Market Youth
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LOOKING AHEAD /Youth Influencer
• Snapchat is #2 most used social media channel
• Cactus to provide timelines
• Expected Launch: December 18th
Awareness Video
• To be incorporated with our General Market
January Flight
• Cactus will begin providing recommendations on November 28th for Media and Creative
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APPENDIX /
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FY19 PAID MEDIA ACTIVITY /
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GENERAL AUDIENCE CREATIVE OVERVIEW /
Impressions Clicks CTR
Broken 1,246,467 3,570 0.29%
Underwater 1,260,530 3,457 0.27%
Feeling Blue 1,267,075 3,392 0.27%
Seeing Red 1,270,291 3,617 0.28%
TOTAL 5,044,363 14,036 0.28%
Tactics: audience targeting and click-to-call
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MEN CREATIVE OVERVIEW /
Impressions Clicks CTR
Broken 1,229,093 3,312 0.27%
Underwater 1,267,075 3,392 0.26%
Feeling Blue 1,340,787 3,573 0.27%
Seeing Red 1,101,132 2,891 0.26%
TOTAL 4,938,087 13,168 0.27%
Tactics: audience targeting and click-to-call
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CONCERNED PUBLIC CREATIVE OVERVIEW /
Impressions Clicks CTR
Broken 291,397 191 0.07%
Underwater 290,339 169 0.06%
Feeling Blue 288,246 194 0.07%
Seeing Red 290,345 184 0.06
TOTAL 1,160,327 738 0.06%
Tactics: audience targeting
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LGBTQIA+ CREATIVE OVERVIEW /
Impressions Clicks CTR
Invisible 2,027,158 5,770 0.28%
Outsider 2,109,935 5,729 0.27%
TOTAL 4,137,093 11,499 0.28%
Tactics: audience targeting and click-to-call