March Cross Channel Monthly Report

4/22/20
Agenda

User Behavior Trends During COVID-19

Key Milestones

March Performance Recap- Last Touch Performance (floodlights/ pixels)

March Performance by Audience

Appendix

2
Media Trends During COVID-19
 User Behavior Trends During COVID-19

Paid Search Trends 1 Pinterest Trends Programmatic Trends

• Credit Card search volume • From March until 4/13- users were • News ad spend increased +52%,
declined -11% MoM , compared focused on the current state- looking travel ad spend declined -65%,
to Checking Account (-14% MoM) for financial content related to what’s personal finance remained
currently happening in their lives, also unchanged 2
• Travel rewards cards have planning recipes and indoor activities
dropped steeply with for kids • Ad Spend by advertiser category
implementation of travel changed- decreases in travel and
restrictions -35% MoM • As of 4/14- users are pivoting to sports, while news, hobbies and
thinking about the future, saving ideas Interests and technology
• Cash back cards declined 25% for ‘future homes,’ summer travel increased spend 2
MoM ideas and seeking out financial tips on
ways to save • According to a report by IAS, 28%
• Larger uptick seen with “0 APR” o Future family +110% WoW of surveyed users do not want to
cards +22% monthly searches o Saving for a house +6% WoW see an ad adjacent to COVID-19
MoM o 1.3x search for summer travel content within the
ideas WoW Banking/Finance/Insurance
Vertical 3

1. Microsoft Internal, search volume index based on query category, 2020, index is calculated by exact number over monthly average, comparing Feb 2020 to March 2020
2. Pubmatic, pre global impact (3/1-3/4) versus post impact (3/15-3/18) 4
3. IAS (Integral Ad Science), COVID-19 Ad Adjacency A Consumer Study, March 2020
 Paid Search Daily Accounts Trended With Major COVID- 19 Events
in March
Italy lock down
80
WHO announces pandemic NY shelter in place

70 Disneyland + Disney Disneyland hotel closure

World announces
closure
60
Spain lockdown
CA shelter
in place
50 Disneyland closure

Disney World closure

40
Disneyland hotel Parks announce
closure remaining closed
30 indefinitely -84% of account
volume
compared to 3/1
20

10

5
Overall Paid Media Performance Recap
 Paid Media March Key Milestones Paid Search
Social

Updated Programmatic campaigns with

Set Semasio live
Paused all ads that did not Programmatic
New KPIs mention $200, 2% or Classic; as
• Enthusiasts: Landing page visit Updated bid strategy from Fixed well as a select keywords
• Engagers: Chase App page visit Bidding to Automated Bidding to provided by the Disney team
• Intenders: App submission improve account performance
Created automated
rules within SA360 to
alert team of any
Implemented additional master discrepancies in
Search and negative keyword list for all searches approved active
Programmatic negated regarding COVID-19 ads
COVID-19 terms

3/5
3/1 3/17 3/19 3/24 3/31
v
3/3 3/11 3/18

Updated Pinterest with new KPIs

• Enthusiasts: Link clicks
• Engager: Chase App page visit Paused all Social and
Programmatic support

Reactivated all Programmatic line

items due to LP errors with the new
creative; URL was embedded
overriding the LP set within DCM
Un-paused non-incentive ads per Disney
direction as well as implemented
Added additional approved Interest additional COVID negative keywords
audiences within Pinterest – Family & across the entire account
Entertainment